Small-town market profile · Oklahoma
Stillwater, OK area market data
Population, household spending and competition for 56 business types in the Stillwater area, each scored against other small-town markets.
- Population, 2025
- 83,889
- +2.8% since 2020
- Households
- 32,609
- Median household income
- $49,809
- +19.7% vs. 2015–2019, before inflation
- Median home value
- $223,300
- Jobs located here
- 35,589
- Highest market score
- 78
- Grocery stores, #31 of 506 scored small-town markets
A site report maps the competitors on map listings around any address in the Stillwater area by name and distance, and the households and spending within reach. Or open the report at the center of the Stillwater 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
An estimated 83,889 people live in the Stillwater area, in 32,609 households. Population estimates show the Stillwater area grew 2.8% from 2020 to 2025, in step with the U.S. (+3.1%). The median household income in the Stillwater area is $49,809 a year, 38% below the U.S. median of $80,734. That rose 19.7% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Stillwater area spend the most on vehicle insurance (an index of 121, where 100 is the U.S. average) and the least on memberships, classes and admissions (56).
The highest Groundwork market scores in the Stillwater area are for grocery stores (78), child care centers and preschools (72) and funeral homes (70). The Stillwater area ranks #31 of 506 scored small-town markets for grocery stores.
The Stillwater area is made up of one county, Payne County. For its number of households, the Stillwater area has the most map listings, relative to the U.S., for veterinarians (twice the U.S. rate) and the fewest for child care centers and preschools (47% below the U.S. rate).
All 56 business types in the Stillwater area
Highest Groundwork market score first. Each score compares the Stillwater 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 |
|---|---|---|---|---|---|---|---|
| Grocery stores | 78 | #31 of 506 | 7 | 2.1 | $25.2M | 271 | 7 |
| Child care and preschools | 72 | #60 of 454 | 10 | 3.1 | $1.2M | 117 | 13 |
| Funeral homes | 70 | #60 of 365 | 6 | 1.8 | $601K | 89 | 4 |
| Grocery and convenience stores | 70 | #80 of 538 | 57 | 17.5 | $3.1M | 91 | 8 |
| Pet stores | 68 | #39 of 220 | 6 | 1.8 | $4M | 89 | Under 3 |
| Tire shops | 68 | #96 of 431 | 10 | 3.1 | $2.8M | 110 | 4 |
| Roofing and gutters | 67 | #50 of 288 | 6 | 1.8 | $13.3M | 157 | Under 3 |
| Primary care and pediatrics | 58 | #158 of 458 | 13 | 4.0 | $2.4M | 136 | 36 |
| House cleaning | 57 | #50 of 142 | 9 | 2.8 | $4.6M | 72 | 11 |
| Chiropractors | 57 | #161 of 426 | 13 | 4.0 | $2.4M | 101 | 7 |
| Collision repair and body shops | 56 | #141 of 387 | 8 | 2.5 | $3.4M | 112 | 11 |
| Optometrists and eye care | 56 | #157 of 400 | 11 | 3.4 | $2.9M | 91 | 5 |
| Gas stations | 56 | #211 of 536 | 53 | 16.3 | $1.7M | 72 | 37 |
| Auto repair shops | 55 | #221 of 538 | 62 | 19.0 | $444K | 100 | 34 |
| Pet grooming and boarding | 52 | #181 of 387 | 15 | 4.6 | $1.6M | 63 | 6 |
| Laundromats | 51 | #69 of 150 | 7 | 2.1 | $7.6M | 61 | Under 3 |
| Pest control | 49 | #45 of 85 | 8 | 2.5 | $5.2M | 51 | 6 |
| Barbershops | 49 | #207 of 377 | 12 | 3.7 | $2.1M | 109 | Under 3 |
| Physical therapy | 49 | #214 of 400 | 15 | 4.6 | $2.1M | 87 | 9 |
| Auto repair and car care | 49 | #283 of 538 | 117 | 35.9 | $235K | 88 | 48 |
| Pizza | 48 | #273 of 520 | 24 | 7.4 | $4.3M | 85 | 64 |
| Insurance agencies | 48 | #288 of 537 | 77 | 23.6 | $1M | 80 | 34 |
| Convenience stores | 48 | #302 of 529 | 33 | 10.1 | $5.3M | 68 | Under 3 |
| Electricians | 45 | #186 of 295 | 12 | 3.7 | $6.6M | 55 | 23 |
| Landscaping and lawn care | 45 | #237 of 399 | 23 | 7.1 | $1.8M | 62 | 31 |
| Spas and skin care | 43 | #332 of 504 | 26 | 8.0 | $952K | 109 | 6 |
| Home repair trades | 43 | #349 of 526 | 44 | 13.5 | $1.8M | 75 | 51 |
| Gyms | 41 | #352 of 506 | 22 | 6.7 | $822K | 63 | 7 |
| Hair salons | 41 | #370 of 538 | 66 | 20.2 | $375K | 87 | 14 |
| Lawn, cleaning and pest control | 40 | #326 of 481 | 40 | 12.3 | $1M | 62 | 48 |
| Martial arts and dance studios | 39 | #268 of 378 | 20 | 6.1 | $905K | 45 | 4 |
| HVAC and plumbing | 39 | #349 of 476 | 26 | 8.0 | $3.1M | 64 | 28 |
| Nail salons | 38 | #275 of 387 | 18 | 5.5 | $1.4M | 82 | 6 |
| Property management | 37 | #143 of 180 | 13 | 4.0 | Index only | 60 | 14 |
| Sit-down restaurants | 36 | #416 of 538 | 186 | 57.0 | $555K | 84 | 61 |
| Salons, barbers and spas | 36 | #433 of 538 | 123 | 37.7 | $201K | 95 | 27 |
| Real estate | 36 | #446 of 536 | 94 | 28.8 | Index only | 107 | 45 |
| Real estate agents and brokers | 35 | #461 of 533 | 77 | 23.6 | Index only | 103 | 27 |
| Doctors, dentists and clinics | 34 | #426 of 538 | 242 | 74.2 | $130K | 85 | 87 |
| Gyms, studios and classes | 33 | #450 of 535 | 46 | 14.1 | $393K | 59 | 11 |
| Clothing and shoe stores | 32 | #425 of 536 | 64 | 19.6 | $832K | 65 | 32 |
| Clothing, shoes and laundry | 32 | #430 of 536 | 85 | 26.1 | $626K | 71 | 35 |
| Restaurants and cafes | 32 | #447 of 538 | 368 | 112.9 | $281K | 76 | 148 |
| Pet businesses | 32 | #447 of 527 | 53 | 16.3 | $456K | 52 | 20 |
| Car washes and detailing | 30 | #381 of 441 | 21 | 6.4 | $1.3M | 52 | 7 |
| Coffee shops and cafes | 30 | #469 of 529 | 41 | 12.6 | $2.5M | 68 | 23 |
| Fast food and sandwich shops | 29 | #458 of 537 | 63 | 19.3 | $1.6M | 54 | 64 |
| Veterinarians | 27 | #351 of 398 | 22 | 6.7 | $1.1M | 40 | 14 |
| Bakeries and dessert shops | 26 | #473 of 507 | 39 | 12.0 | $2.6M | 64 | 26 |
| Dentists and orthodontists | 25 | #488 of 526 | 40 | 12.3 | $787K | 80 | 30 |
| Oil change and quick lube | Not scored | Not scored | 4 | 1.2 | $6.9M | 50 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 4 | 1.2 | $4.5M | 111 | 7 |
| Dry cleaners | Not scored | Not scored | 3 | 0.9 | $17.7M | 113 | 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.6 | Index only | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 0.6 | Index only | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Stillwater 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 | $27.5M | $845 | 88 |
| Gasoline and other fuels | $90.7M | $2,781 | 107 |
| Food away from home | $103.3M | $3,167 | 78 |
| Groceries | $176.1M | $5,399 | 85 |
| Personal care products and services | $24.7M | $759 | 76 |
| Child care and other personal services | $11.8M | $361 | 62 |
| Memberships, classes and admissions | $18.1M | $555 | 56 |
| Medical and dental services | $31.5M | $966 | 75 |
| Pets | $24.2M | $741 | 82 |
| Clothing, shoes and related services | $53.2M | $1,632 | 79 |
| Vehicle insurance | $77.3M | $2,370 | 121 |
| Home repairs, maintenance and insurance | $79.8M | $2,446 | 81 |
| Lawn care, cleaning and other household services | $41.6M | $1,275 | 90 |
| Rent and homeowner costs | $434.5M | $13,323 | 80 |
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 Stillwater area
- Population, 2025 estimate
- 83,889+2.8% since 2020
- Households
- 32,609
- Median age
- 32.9
- Homes lived in by their owners
- 51%
- Vehicles per household
- 1.8
- Land area
- 685 sq. mi.
- People per square mile
- 121
- Median household income
- $49,809+19.7% vs. 2015–2019, before inflation
- Average household income
- $75,380
- Median home value
- $223,300
- Jobs located here
- 35,589
- Daytime population
- 83,345Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Stillwater 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 Stillwater 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 Stillwater area 1
- Payne County, OK82,972 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
- Shawnee, OK area73,463 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 Stillwater, OK area growing?
Population estimates put the Stillwater area at 83,889 people in 2025, up 2.8% since 2020, in step with the U.S. (+3.1%). It has 32,609 households. Against the 2015–2019 survey, median household income rose 19.7%, before inflation.
How much do households in the Stillwater, OK area spend?
Households in the Stillwater area spend about $434.5M a year on rent and homeowner costs, $176.1M on groceries and $103.3M on food away from home. Relative to the U.S., household spending in the Stillwater area runs highest on vehicle insurance (an index of 121, where 100 is the U.S. average) and lowest on memberships, classes and admissions (56).
Which business types have the highest market scores in the Stillwater, OK area?
Of the business types scored in the Stillwater area, grocery stores (78), child care centers and preschools (72) and funeral homes (70) have the highest Groundwork market scores. For grocery stores, that ranks #31 of 506 scored small-town markets.
How does the Stillwater, OK area compare with the U.S.?
Median household income in the Stillwater area is $49,809, 38% below the U.S. median of $80,734. The population rose 2.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $223,300, against $332,700 for the U.S. Against the U.S., map listings per household run highest for veterinarians (twice the U.S. rate) and lowest for child care centers and preschools (47% 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. 50 of the 56 business types have a score in the Stillwater 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 Stillwater 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 Stillwater 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 Stillwater 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.