Small-town market profile · South Dakota
Aberdeen, SD area market data
Population, household spending and competition for 56 business types in the Aberdeen area, each scored against other small-town markets.
- Population, 2025
- 41,583
- −1.5% since 2020
- Households
- 17,915
- Median household income
- $71,488
- +20.6% vs. 2015–2019, before inflation
- Median home value
- $215,100
- Jobs located here
- 21,165
- Highest market score
- 73
- Optometrists and eye care, #39 of 400 scored small-town markets
A site report maps the competitors on map listings around any address in the Aberdeen area by name and distance, and the households and spending within reach. Or open the report at the center of the Aberdeen 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 41,583 people live in the Aberdeen area, in 17,915 households. Population estimates show the Aberdeen area declined 1.5% from 2020 to 2025, against +3.1% for the U.S. The median household income in the Aberdeen area is $71,488 a year, 11% below the U.S. median of $80,734. That rose 20.6% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Aberdeen area spend the most on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and the least on child care and other personal services (67).
The highest Groundwork market scores in the Aberdeen area are for optometrists and eye clinics (73), tire shops (71) and bakeries and dessert shops (68). The Aberdeen area ranks #39 of 400 scored small-town markets for optometrists and eye clinics.
The Aberdeen area takes in 2 counties: Brown County and Edmunds County. For its number of households, the Aberdeen area has the most map listings, relative to the U.S., for electricians (2.9 times the U.S. rate) and the fewest for real estate agents and brokers (45% below the U.S. rate).
All 56 business types in the Aberdeen area
Highest Groundwork market score first. Each score compares the Aberdeen 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 |
|---|---|---|---|---|---|---|---|
| Optometrists and eye care | 73 | #39 of 400 | 5 | 2.8 | $4.9M | 158 | 3 |
| Tire shops | 71 | #71 of 431 | 5 | 2.8 | $4M | 161 | Under 3 |
| Bakeries and dessert shops | 68 | #69 of 507 | 9 | 5.0 | $7.5M | 181 | 8 |
| Sit-down restaurants | 67 | #93 of 538 | 81 | 45.2 | $832K | 125 | 27 |
| Restaurants and cafes | 66 | #110 of 538 | 156 | 87.1 | $432K | 116 | 68 |
| Coffee shops and cafes | 64 | #108 of 529 | 13 | 7.3 | $5.2M | 140 | 8 |
| Fast food and sandwich shops | 59 | #189 of 537 | 23 | 12.8 | $2.9M | 96 | 31 |
| Physical therapy | 57 | #151 of 400 | 7 | 3.9 | $3.5M | 147 | 8 |
| Grocery stores | 57 | #180 of 506 | 8 | 4.5 | $13.2M | 142 | 10 |
| Hair salons | 57 | #193 of 538 | 43 | 24.0 | $400K | 93 | 4 |
| Salons, barbers and spas | 56 | #199 of 538 | 64 | 35.7 | $269K | 126 | 12 |
| Grocery and convenience stores | 55 | #238 of 538 | 38 | 21.2 | $2.8M | 82 | 11 |
| Pet grooming and boarding | 54 | #161 of 387 | 6 | 3.3 | $2.4M | 96 | 5 |
| Convenience stores | 53 | #253 of 529 | 18 | 10.0 | $5.9M | 75 | Under 3 |
| Martial arts and dance studios | 49 | #201 of 378 | 8 | 4.5 | $1.9M | 94 | 4 |
| Pizza | 49 | #270 of 520 | 19 | 10.6 | $3.5M | 70 | 31 |
| Spas and skin care | 47 | #283 of 504 | 15 | 8.4 | $1.1M | 131 | 4 |
| Auto repair and car care | 43 | #342 of 538 | 81 | 45.2 | $250K | 93 | 40 |
| Yoga, Pilates and fitness studios | 42 | #80 of 112 | 6 | 3.3 | $2.5M | 62 | 6 |
| Primary care and pediatrics | 42 | #302 of 458 | 20 | 11.2 | $1.2M | 69 | 22 |
| Dentists and orthodontists | 42 | #341 of 526 | 20 | 11.2 | $1.2M | 125 | 18 |
| Doctors, dentists and clinics | 42 | #347 of 538 | 143 | 79.8 | $173K | 113 | 63 |
| Funeral homes | 41 | #232 of 365 | 6 | 3.3 | $425K | 63 | 5 |
| Car washes and detailing | 41 | #297 of 441 | 11 | 6.1 | $1.8M | 73 | 4 |
| Child care and preschools | 40 | #318 of 454 | 14 | 7.8 | $501K | 50 | 8 |
| Auto repair shops | 40 | #369 of 538 | 49 | 27.4 | $412K | 93 | 33 |
| Property management | 39 | #129 of 180 | 6 | 3.3 | Index only | 74 | 5 |
| Real estate agents and brokers | 38 | #412 of 533 | 30 | 16.7 | Index only | 150 | 15 |
| Clothing, shoes and laundry | 37 | #390 of 536 | 47 | 26.2 | $732K | 83 | 18 |
| Landscaping and lawn care | 36 | #297 of 399 | 9 | 5.0 | $2.4M | 81 | 20 |
| Lawn, cleaning and pest control | 36 | #370 of 481 | 13 | 7.3 | $1.7M | 98 | 33 |
| Real estate | 36 | #436 of 536 | 38 | 21.2 | Index only | 149 | 29 |
| Clothing and shoe stores | 34 | #412 of 536 | 38 | 21.2 | $905K | 71 | 18 |
| Gas stations | 34 | #431 of 536 | 38 | 21.2 | $1.4M | 57 | 25 |
| Chiropractors | 30 | #381 of 426 | 16 | 8.9 | $1.5M | 64 | 12 |
| Gyms | 30 | #439 of 506 | 22 | 12.3 | $690K | 53 | 6 |
| Pet businesses | 30 | #461 of 527 | 29 | 16.2 | $506K | 58 | 13 |
| Pet stores | 29 | #187 of 220 | 8 | 4.5 | $1.8M | 41 | Under 3 |
| Gyms, studios and classes | 29 | #476 of 535 | 36 | 20.1 | $422K | 64 | 10 |
| Collision repair and body shops | 28 | #337 of 387 | 10 | 5.6 | $2M | 66 | 13 |
| Veterinarians | 28 | #341 of 398 | 11 | 6.1 | $1.3M | 49 | 8 |
| HVAC and plumbing | 23 | #461 of 476 | 19 | 10.6 | $2.5M | 52 | 22 |
| Home repair trades | 23 | #514 of 526 | 33 | 18.4 | $1.4M | 59 | 49 |
| Electricians | 19 | #290 of 295 | 13 | 7.3 | $3.6M | 30 | 24 |
| Insurance agencies | 11 | #527 of 537 | 47 | 26.2 | $660K | 53 | 50 |
| Nail salons | Not scored | Not scored | 4 | 2.2 | $4.3M | 257 | 3 |
| Pest control | Not scored | Not scored | 3 | 1.7 | $7.2M | 70 | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 3 | 1.7 | $8.2M | 34 | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 1.1 | $17.2M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 1.1 | Index only | Too few | Under 3 |
| Barbershops | Not scored | Not scored | 1 | 0.6 | $17.2M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.6 | $21.5M | Too few | 13 |
| Laundromats | Not scored | Not scored | 1 | 0.6 | $34.4M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $20.2M | Too few | 3 |
| Roofing and gutters | Not scored | Not scored | 1 | 0.6 | $47.3M | Too few | 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Aberdeen 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 | $20.2M | $1,128 | 118 |
| Gasoline and other fuels | $51.3M | $2,864 | 110 |
| Food away from home | $67.4M | $3,760 | 92 |
| Groceries | $105.9M | $5,913 | 94 |
| Personal care products and services | $17.2M | $960 | 96 |
| Child care and other personal services | $7M | $391 | 67 |
| Memberships, classes and admissions | $15.2M | $847 | 86 |
| Medical and dental services | $24.7M | $1,378 | 107 |
| Pets | $14.7M | $819 | 90 |
| Clothing, shoes and related services | $34.4M | $1,920 | 93 |
| Vehicle insurance | $31M | $1,731 | 88 |
| Home repairs, maintenance and insurance | $47.3M | $2,639 | 87 |
| Lawn care, cleaning and other household services | $21.5M | $1,198 | 85 |
| Rent and homeowner costs | $245.4M | $13,698 | 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 Aberdeen area
- Population, 2025 estimate
- 41,583−1.5% since 2020
- Households
- 17,915
- Median age
- 39.5
- Homes lived in by their owners
- 69%
- Vehicles per household
- 2.0
- Land area
- 2,839 sq. mi.
- People per square mile
- 15
- Median household income
- $71,488+20.6% vs. 2015–2019, before inflation
- Average household income
- $94,287
- Median home value
- $215,100
- Jobs located here
- 21,165
- Daytime population
- 41,907Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Aberdeen 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 Aberdeen 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 Aberdeen area 2
- Brown County, SD37,877 people
- Edmunds County, SD4,048 people
Other markets based in South Dakota 10
- Sioux Falls, SD-MN metro area298,181 people
- Rapid City, SD metro area152,950 people
- Brookings, SD area35,353 people
- Watertown, SD area28,767 people
- Spearfish, SD area27,233 people
- Mitchell, SD area25,808 people
- Yankton, SD area23,414 people
- Pierre, SD area20,679 people
- Huron, SD area19,309 people
- Vermillion, SD area15,219 people
Questions
How fast is the Aberdeen, SD area growing?
Population estimates put the Aberdeen area at 41,583 people in 2025, down 1.5% since 2020, against +3.1% for the U.S. It has 17,915 households. Against the 2015–2019 survey, median household income rose 20.6%, before inflation.
How much do households in the Aberdeen, SD area spend?
Households in the Aberdeen area spend about $245.4M a year on rent and homeowner costs, $105.9M on groceries and $67.4M on food away from home. Relative to the U.S., household spending in the Aberdeen area runs highest on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and lowest on child care and other personal services (67).
Which business types have the highest market scores in the Aberdeen, SD area?
Of the business types scored in the Aberdeen area, optometrists and eye clinics (73), tire shops (71) and bakeries and dessert shops (68) have the highest Groundwork market scores. For optometrists and eye clinics, that ranks #39 of 400 scored small-town markets.
How does the Aberdeen, SD area compare with the U.S.?
Median household income in the Aberdeen area is $71,488, 11% below the U.S. median of $80,734. The population fell 1.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $215,100, against $332,700 for the U.S. Against the U.S., map listings per household run highest for electricians (2.9 times the U.S. rate) and lowest for real estate agents and brokers (45% 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. 45 of the 56 business types have a score in the Aberdeen 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 Aberdeen 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 South Dakota · Every U.S. market · How we measure
Screening a site or an acquisition in the Aberdeen 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 Aberdeen 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.