County profile · South Dakota
Brookings County, SD market data
How Brookings County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 37,635
- +9.6% since 2020
- Households
- 13,798
- Median household income
- $70,064
- +20.5% vs. 2015–2019, before inflation
- Median home value
- $264,600
- Jobs located here
- 19,000
- Highest market score
- 83
- Primary care and pediatrics, #61 of 1,656 scored counties
A site report maps the competitors on map listings around any address in Brookings County by name and distance, and the households and spending within reach. Or open the report at the center of Brookings County. 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
Brookings County has an estimated 37,635 people and 13,798 households. Population estimates put the population change in Brookings County from 2020 to 2025 at +9.6%, faster than the U.S. (+3.1%). Median household income in Brookings County is $70,064, 13% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 20.5%, before inflation.
Relative to the U.S., household spending in Brookings County runs highest on vehicle maintenance and repairs (an index of 122, where 100 is the U.S. average) and lowest on child care and other personal services (65).
Of the business types scored in Brookings County, primary care and pediatric clinics (83), bakeries and dessert shops (78) and convenience stores (74) have the highest Groundwork market scores. For primary care and pediatric clinics, that ranks #61 of 1,656 scored counties.
Brookings County is part of the Brookings area. Against the U.S., map listings per household run highest for chiropractors (2.4 times the U.S. rate) and lowest for salons, barbers and spas (39% below the U.S. rate).
All 56 business types in Brookings County
Highest Groundwork market score first. Each score compares Brookings County with other counties 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 counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Primary care and pediatrics | 83 | #61 of 1,656 | 8 | 5.8 | $2.3M | 132 | 7 |
| Bakeries and dessert shops | 78 | #113 of 1,889 | 8 | 5.8 | $6.5M | 156 | 6 |
| Convenience stores | 74 | #328 of 2,261 | 11 | 8.0 | $7.4M | 94 | Under 3 |
| Auto repair and car care | 72 | #306 of 2,401 | 49 | 35.5 | $330K | 123 | 23 |
| Grocery stores | 72 | #361 of 2,070 | 8 | 5.8 | $10.2M | 110 | Under 3 |
| Car washes and detailing | 71 | #220 of 1,451 | 7 | 5.1 | $2.3M | 92 | Under 3 |
| Hair salons | 67 | #388 of 2,339 | 22 | 15.9 | $601K | 140 | 10 |
| Nail salons | 66 | #250 of 1,328 | 7 | 5.1 | $1.9M | 113 | Under 3 |
| Grocery and convenience stores | 66 | #573 of 2,402 | 29 | 21.0 | $2.8M | 83 | Under 3 |
| Salons, barbers and spas | 63 | #529 of 2,385 | 40 | 29.0 | $331K | 155 | 19 |
| Gas stations | 63 | #629 of 2,358 | 20 | 14.5 | $2.1M | 87 | 17 |
| Doctors, dentists and clinics | 63 | #635 of 2,394 | 88 | 63.8 | $214K | 140 | 38 |
| Auto repair shops | 61 | #693 of 2,378 | 33 | 23.9 | $490K | 110 | 21 |
| Dentists and orthodontists | 60 | #584 of 1,886 | 15 | 10.9 | $1.3M | 127 | 13 |
| Spas and skin care | 59 | #552 of 1,769 | 10 | 7.2 | $1.3M | 151 | 5 |
| Sit-down restaurants | 57 | #877 of 2,405 | 77 | 55.8 | $673K | 101 | 24 |
| Gyms | 56 | #695 of 1,792 | 10 | 7.2 | $1.1M | 87 | 5 |
| Fast food and sandwich shops | 56 | #915 of 2,222 | 18 | 13.0 | $2.9M | 94 | 30 |
| Clothing, shoes and laundry | 54 | #982 of 2,210 | 36 | 26.1 | $728K | 83 | 7 |
| HVAC and plumbing | 53 | #744 of 1,707 | 8 | 5.8 | $4.5M | 94 | 15 |
| Collision repair and body shops | 52 | #624 of 1,327 | 6 | 4.3 | $2.7M | 87 | 8 |
| Lawn, cleaning and pest control | 52 | #778 of 1,771 | 10 | 7.2 | $1.6M | 98 | 24 |
| Clothing and shoe stores | 52 | #996 of 2,087 | 28 | 20.3 | $936K | 74 | 7 |
| Coffee shops and cafes | 50 | #1,024 of 2,063 | 24 | 17.4 | $2.2M | 58 | 6 |
| Restaurants and cafes | 49 | #1,252 of 2,405 | 160 | 116.0 | $324K | 87 | 60 |
| Martial arts and dance studios | 48 | #734 of 1,334 | 6 | 4.3 | $1.9M | 93 | 9 |
| Gyms, studios and classes | 47 | #1,213 of 2,088 | 19 | 13.8 | $595K | 90 | 14 |
| Pet grooming and boarding | 46 | #819 of 1,461 | 6 | 4.3 | $1.9M | 73 | 5 |
| Landscaping and lawn care | 45 | #869 of 1,493 | 8 | 5.8 | $2.1M | 70 | 15 |
| Property management | 44 | #566 of 910 | 6 | 4.3 | Index only | 56 | 4 |
| Pet businesses | 43 | #1,402 of 2,200 | 19 | 13.8 | $589K | 67 | 13 |
| Real estate agents and brokers | 43 | #1,432 of 2,176 | 33 | 23.9 | Index only | 104 | 13 |
| Optometrists and eye care | 42 | #877 of 1,302 | 8 | 5.8 | $2.3M | 75 | 7 |
| Real estate | 41 | #1,577 of 2,229 | 45 | 32.6 | Index only | 96 | 21 |
| Home repair trades | 40 | #1,501 of 2,057 | 19 | 13.8 | $1.9M | 78 | 34 |
| Pizza | 39 | #1,501 of 2,090 | 23 | 16.7 | $2.3M | 44 | 30 |
| Chiropractors | 35 | #1,160 of 1,490 | 18 | 13.0 | $1M | 44 | 11 |
| Insurance agencies | 34 | #1,696 of 2,272 | 28 | 20.3 | $898K | 72 | 18 |
| Veterinarians | 33 | #1,151 of 1,485 | 9 | 6.5 | $1.2M | 46 | 8 |
| Child care and preschools | 31 | #1,321 of 1,611 | 11 | 8.0 | $470K | 47 | 15 |
| Electricians | 29 | #1,005 of 1,160 | 7 | 5.1 | $5.1M | 43 | 16 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 2.9 | Index only | 120 | Under 3 |
| Physical therapy | Not scored | Not scored | 4 | 2.9 | $4.7M | 196 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 2.9 | $9M | 106 | 3 |
| Funeral homes | Not scored | Not scored | 3 | 2.2 | $514K | 76 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 2.2 | $5.4M | 215 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 2.2 | $3.8M | 93 | 5 |
| Home inspectors | Not scored | Not scored | 2 | 1.4 | Index only | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 1.4 | $8.2M | Too few | 9 |
| Laundromats | Not scored | Not scored | 2 | 1.4 | $13.1M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 1.4 | $5.6M | Too few | Under 3 |
| Barbershops | Not scored | Not scored | 1 | 0.7 | $13.2M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.7 | $26.2M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.7 | $16.2M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Brookings County
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 | $16.2M | $1,172 | 122 |
| Gasoline and other fuels | $41.4M | $3,004 | 116 |
| Food away from home | $51.8M | $3,756 | 92 |
| Groceries | $81.8M | $5,931 | 94 |
| Personal care products and services | $13.2M | $959 | 95 |
| Child care and other personal services | $5.2M | $375 | 65 |
| Memberships, classes and admissions | $11.3M | $819 | 83 |
| Medical and dental services | $18.8M | $1,362 | 106 |
| Pets | $11.2M | $811 | 89 |
| Clothing, shoes and related services | $26.2M | $1,900 | 92 |
| Vehicle insurance | $25.1M | $1,823 | 93 |
| Home repairs, maintenance and insurance | $35.9M | $2,603 | 86 |
| Lawn care, cleaning and other household services | $16.4M | $1,191 | 84 |
| Rent and homeowner costs | $187.9M | $13,617 | 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 Brookings County
- Population, 2025 estimate
- 37,635+9.6% since 2020
- Households
- 13,798
- Median age
- 31.9
- Homes lived in by their owners
- 57%
- Vehicles per household
- 2.1
- Land area
- 792 sq. mi.
- People per square mile
- 45
- Median household income
- $70,064+20.5% vs. 2015–2019, before inflation
- Average household income
- $89,400
- Median home value
- $264,600
- Jobs located here
- 19,000
- Daytime population
- 37,385Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Brookings County?
These figures cover the whole county. 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 Brookings County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in South Dakota 8
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- Lake County, SD10,972 people
- Hamlin County, SD6,373 people
- Deuel County, SD4,328 people
- Kingsbury County, SD5,244 people
- Miner County, SD2,300 people
- Codington County, SD28,767 people
- Minnehaha County, SD203,289 people
Questions
How fast is Brookings County, SD growing?
Population estimates put Brookings County at 37,635 people in 2025, up 9.6% since 2020, faster than the U.S. (+3.1%). It has 13,798 households. Median household income rose 20.5% from the 2015–2019 survey, before inflation.
How much do households in Brookings County, SD spend?
Households in Brookings County spend about $187.9M a year on rent and homeowner costs, $81.8M on groceries and $51.8M on food away from home. Set against the U.S., households in Brookings County spend the most on vehicle maintenance and repairs (an index of 122, where 100 is the U.S. average) and the least on child care and other personal services (65).
Which business types have the highest market scores in Brookings County, SD?
The highest Groundwork market scores in Brookings County are for primary care and pediatric clinics (83), bakeries and dessert shops (78) and convenience stores (74). Brookings County ranks #61 of 1,656 scored counties for primary care and pediatric clinics.
How does Brookings County, SD compare with the U.S.?
The median household income in Brookings County is $70,064 a year, 13% below the U.S. median of $80,734. The population rose 9.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $264,600, against $332,700 for the U.S. For its number of households, Brookings County has the most map listings, relative to the U.S., for chiropractors (2.4 times the U.S. rate) and the fewest for salons, barbers and spas (39% 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. 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. 41 of the 56 business types have a score in Brookings County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Brookings County. 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.
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Screening a site or an acquisition in Brookings County?
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 Brookings County. 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.