Small-town market profile · Oklahoma
Shawnee, OK area market data
How the Shawnee area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 75,102
- +3.5% since 2020
- Households
- 26,927
- Median household income
- $61,398
- +24.7% vs. 2015–2019, before inflation
- Median home value
- $165,400
- Jobs located here
- 22,815
- Highest market score
- 87
- Landscaping and lawn care, #3 of 399 scored small-town markets
A site report maps the competitors on map listings around any address in the Shawnee area by name and distance, and the households and spending within reach. Or open the report at the center of the Shawnee area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
The Shawnee area has an estimated 75,102 people and 26,927 households. Between 2020 and 2025, the population of the Shawnee area grew 3.5%, in step with the U.S. (+3.1%). Median household income in the Shawnee area is $61,398, 24% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 24.7%, before inflation.
Relative to the U.S., household spending in the Shawnee area runs highest on vehicle insurance (an index of 133, where 100 is the U.S. average) and lowest on memberships, classes and admissions (58).
Of the business types scored in the Shawnee area, landscaping and lawn care companies (87); lawn care, cleaning and pest control companies (86); and grocery stores (83) have the highest Groundwork market scores. For landscaping and lawn care companies, that ranks #3 of 399 scored small-town markets.
The Shawnee area is made up of one county, Pottawatomie County. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (97% above the U.S. rate) and lowest for real estate businesses (54% below the U.S. rate).
All 56 business types in the Shawnee area
Highest Groundwork market score first. Each score compares the Shawnee area with other small-town markets for that business type, from 0 to 100. Spending per listing divides a whole spending line (all vehicle repairs, all eating out) by one type’s listings: the demand for each competitor, not a business’s revenue. Compare it across markets with its index, where 100 is the U.S. figure for the same type; the real estate types, whose line is all housing costs, show the index only. How the score works.
| Business type | Score | Rank among small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Landscaping and lawn care | 87 | #3 of 399 | 6 | 2.2 | $5.9M | 202 | 12 |
| Lawn, cleaning and pest control | 86 | #6 of 481 | 12 | 4.5 | $3M | 176 | 19 |
| Grocery stores | 83 | #20 of 506 | 10 | 3.7 | $15M | 162 | 3 |
| Grocery and convenience stores | 81 | #15 of 538 | 40 | 14.9 | $3.8M | 111 | 3 |
| Car washes and detailing | 78 | #23 of 441 | 6 | 2.2 | $4.2M | 165 | 3 |
| Roofing and gutters | 75 | #26 of 288 | 5 | 1.9 | $13.7M | 162 | Under 3 |
| Optometrists and eye care | 69 | #63 of 400 | 7 | 2.6 | $3.8M | 122 | 4 |
| Gas stations | 67 | #103 of 536 | 48 | 17.8 | $1.7M | 72 | 30 |
| Tire shops | 67 | #104 of 431 | 11 | 4.1 | $2.3M | 90 | 3 |
| Property management | 65 | #38 of 180 | 5 | 1.9 | Index only | 133 | 8 |
| Primary care and pediatrics | 65 | #116 of 458 | 12 | 4.5 | $2.2M | 125 | 20 |
| Convenience stores | 65 | #129 of 529 | 22 | 8.2 | $6.8M | 87 | Under 3 |
| Laundromats | 63 | #41 of 150 | 5 | 1.9 | $9M | 72 | Under 3 |
| Funeral homes | 63 | #100 of 365 | 7 | 2.6 | $531K | 78 | 6 |
| Auto repair and car care | 63 | #158 of 538 | 103 | 38.3 | $242K | 90 | 29 |
| Real estate | 62 | #114 of 536 | 48 | 17.8 | Index only | 178 | 27 |
| Martial arts and dance studios | 61 | #109 of 378 | 7 | 2.6 | $2.2M | 108 | Under 3 |
| Salons, barbers and spas | 60 | #154 of 538 | 96 | 35.7 | $222K | 104 | 7 |
| Real estate agents and brokers | 59 | #148 of 533 | 40 | 14.9 | Index only | 170 | 17 |
| Spas and skin care | 58 | #166 of 504 | 18 | 6.7 | $1.2M | 135 | 4 |
| Auto repair shops | 56 | #211 of 538 | 68 | 25.3 | $366K | 82 | 21 |
| Barbershops | 55 | #162 of 377 | 10 | 3.7 | $2.1M | 113 | Under 3 |
| Home repair trades | 55 | #203 of 526 | 31 | 11.5 | $2.2M | 91 | 43 |
| Nail salons | 53 | #184 of 387 | 11 | 4.1 | $1.9M | 116 | Under 3 |
| Chiropractors | 53 | #194 of 426 | 14 | 5.2 | $1.9M | 80 | 5 |
| Insurance agencies | 53 | #239 of 537 | 52 | 19.3 | $1.4M | 108 | 38 |
| Sit-down restaurants | 53 | #241 of 538 | 142 | 52.7 | $623K | 94 | 41 |
| Collision repair and body shops | 51 | #180 of 387 | 10 | 3.7 | $2.5M | 81 | 8 |
| Pet grooming and boarding | 50 | #198 of 387 | 19 | 7.1 | $1.1M | 43 | 4 |
| Doctors, dentists and clinics | 50 | #271 of 538 | 147 | 54.6 | $182K | 119 | 69 |
| Restaurants and cafes | 48 | #279 of 538 | 262 | 97.3 | $338K | 91 | 113 |
| Veterinarians | 47 | #231 of 398 | 14 | 5.2 | $1.5M | 54 | 8 |
| Coffee shops and cafes | 47 | #296 of 529 | 25 | 9.3 | $3.5M | 96 | 16 |
| Child care and preschools | 46 | #267 of 454 | 13 | 4.8 | $730K | 73 | 21 |
| Pet businesses | 45 | #342 of 527 | 44 | 16.3 | $472K | 54 | 12 |
| Clothing, shoes and laundry | 44 | #321 of 536 | 56 | 20.8 | $799K | 91 | 23 |
| Clothing and shoe stores | 44 | #321 of 536 | 40 | 14.9 | $1.1M | 88 | 23 |
| Hair salons | 44 | #339 of 538 | 57 | 21.2 | $374K | 87 | Under 3 |
| Gyms, studios and classes | 44 | #350 of 535 | 29 | 10.8 | $528K | 80 | 9 |
| Pizza | 43 | #321 of 520 | 25 | 9.3 | $3.5M | 70 | 55 |
| Physical therapy | 42 | #265 of 400 | 13 | 4.8 | $2.1M | 86 | 11 |
| HVAC and plumbing | 41 | #330 of 476 | 23 | 8.5 | $3M | 63 | 25 |
| Bakeries and dessert shops | 39 | #371 of 507 | 26 | 9.7 | $3.4M | 82 | 16 |
| Fast food and sandwich shops | 34 | #421 of 537 | 49 | 18.2 | $1.8M | 59 | 55 |
| Gyms | 33 | #426 of 506 | 21 | 7.8 | $729K | 56 | 9 |
| Dentists and orthodontists | 32 | #434 of 526 | 30 | 11.1 | $891K | 91 | 24 |
| Oil change and quick lube | Not scored | Not scored | 4 | 1.5 | $6.2M | 45 | Under 3 |
| Pet stores | Not scored | Not scored | 4 | 1.5 | $5.2M | 115 | Under 3 |
| Dry cleaners | Not scored | Not scored | 3 | 1.1 | $14.9M | 95 | Under 3 |
| Electricians | Not scored | Not scored | 3 | 1.1 | $22.8M | 190 | 18 |
| House cleaning | Not scored | Not scored | 3 | 1.1 | $11.8M | 185 | 7 |
| Pest control | Not scored | Not scored | 3 | 1.1 | $11.8M | 115 | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 3 | 1.1 | $8.9M | 36 | 5 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 0.7 | Index only | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.4 | Index only | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.4 | $15.3M | Too few | 9 |
Household spending in the Shawnee area
What households here spend in a year on each line, in total and per household, with the index against the U.S. average (100).
| Spending line | A year, all households | Per household | Index vs. U.S. (100) |
|---|---|---|---|
| Vehicle maintenance and repairs | $24.9M | $925 | 97 |
| Gasoline and other fuels | $81.9M | $3,042 | 117 |
| Food away from home | $88.5M | $3,286 | 81 |
| Groceries | $150.3M | $5,582 | 88 |
| Personal care products and services | $21.3M | $792 | 79 |
| Child care and other personal services | $9.5M | $352 | 61 |
| Memberships, classes and admissions | $15.3M | $568 | 58 |
| Medical and dental services | $26.7M | $993 | 77 |
| Pets | $20.8M | $771 | 85 |
| Clothing, shoes and related services | $44.8M | $1,662 | 81 |
| Vehicle insurance | $70.3M | $2,612 | 133 |
| Home repairs, maintenance and insurance | $68.5M | $2,544 | 84 |
| Lawn care, cleaning and other household services | $35.4M | $1,315 | 93 |
| Rent and homeowner costs | $369.8M | $13,733 | 82 |
Household spending is estimated from the incomes of the households in each neighborhood, using what households at each income spent nationally in 2024, adjusted for the region. It counts what residents spend, wherever they spend it.
Population and households in the Shawnee area
- Population, 2025 estimate
- 75,102+3.5% since 2020
- Households
- 26,927
- Median age
- 38.5
- Homes lived in by their owners
- 70%
- Vehicles per household
- 2.0
- Land area
- 788 sq. mi.
- People per square mile
- 93
- Median household income
- $61,398+24.7% vs. 2015–2019, before inflation
- Average household income
- $76,941
- Median home value
- $165,400
- Jobs located here
- 22,815
- Daytime population
- 67,725Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Shawnee area?
These figures cover the whole small-town market. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of the Shawnee area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Counties in the Shawnee area 1
- Pottawatomie County, OK73,463 people
Other markets based in Oklahoma 12
- Oklahoma City, OK metro area1,463,267 people
- Tulsa, OK metro area1,037,534 people
- Lawton, OK metro area127,310 people
- Enid, OK metro area62,146 people
- Stillwater, OK area82,972 people
- Muskogee, OK area66,444 people
- Bartlesville, OK area53,326 people
- Ardmore, OK area48,555 people
- Durant, OK area48,253 people
- Tahlequah, OK area47,942 people
- Ponca City, OK area43,625 people
- McAlester, OK area43,561 people
Questions
How fast is the Shawnee, OK area growing?
Population estimates put the Shawnee area at 75,102 people in 2025, up 3.5% since 2020, in step with the U.S. (+3.1%). It has 26,927 households. Median household income rose 24.7% from the 2015–2019 survey, before inflation.
How much do households in the Shawnee, OK area spend?
Households in the Shawnee area spend about $369.8M a year on rent and homeowner costs, $150.3M on groceries and $88.5M on food away from home. Set against the U.S., households in the Shawnee area spend the most on vehicle insurance (an index of 133, where 100 is the U.S. average) and the least on memberships, classes and admissions (58).
Which business types have the highest market scores in the Shawnee, OK area?
The highest Groundwork market scores in the Shawnee area are for landscaping and lawn care companies (87); lawn care, cleaning and pest control companies (86); and grocery stores (83). The Shawnee area ranks #3 of 399 scored small-town markets for landscaping and lawn care companies.
How does the Shawnee, OK area compare with the U.S.?
The median household income in the Shawnee area is $61,398 a year, 24% below the U.S. median of $80,734. The population rose 3.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $165,400, against $332,700 for the U.S. For its number of households, the Shawnee area has the most map listings, relative to the U.S., for pet grooming and boarding businesses (97% above the U.S. rate) and the fewest for real estate businesses (54% below the U.S. rate).
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. 46 of the 56 business types have a score in the Shawnee area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Shawnee area. It maps the competitors on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
All markets in Oklahoma · Every U.S. market · How we measure
Screening a site or an acquisition in the Shawnee area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Shawnee area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.