Small-town market profile · South Dakota
Huron, SD area market data
How the Huron area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 19,624
- +2.4% since 2020
- Households
- 7,536
- Median household income
- $67,681
- Median home value
- $175,100
- Jobs located here
- 8,288
- Highest market score
- 86
- Doctors, dentists and clinics, #8 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Huron area by name and distance, and the households and spending within reach. Or open the report at the center of the Huron 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 Huron area has an estimated 19,624 people and 7,536 households. Population estimates show the Huron area grew 2.4% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Huron area is $67,681, 16% below the U.S. median of $80,734.
Relative to the U.S., household spending in the Huron area runs highest on vehicle maintenance and repairs (an index of 124, where 100 is the U.S. average) and lowest on child care and other personal services (61).
Of the business types scored in the Huron area, medical and dental practices (86), hair salons (83) and gyms and studios (82) have the highest Groundwork market scores. For medical and dental practices, that ranks #8 of 538 scored small-town markets.
The Huron area is made up of one county, Beadle County. Against the U.S., map listings per household run highest for grocery stores (2.7 times the U.S. rate) and lowest for real estate businesses (48% below the U.S. rate).
All 56 business types in the Huron area
Highest Groundwork market score first. Each score compares the Huron 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 |
|---|---|---|---|---|---|---|---|
| Doctors, dentists and clinics | 86 | #8 of 538 | 33 | 43.8 | $302K | 198 | 10 |
| Hair salons | 83 | #6 of 538 | 8 | 10.6 | $865K | 201 | Under 3 |
| Gyms, studios and classes | 82 | #9 of 535 | 5 | 6.6 | $1.2M | 175 | Under 3 |
| Salons, barbers and spas | 81 | #7 of 538 | 20 | 26.5 | $346K | 163 | Under 3 |
| Sit-down restaurants | 73 | #56 of 538 | 31 | 41.1 | $869K | 131 | 12 |
| Dentists and orthodontists | 70 | #80 of 526 | 7 | 9.3 | $1.4M | 145 | 4 |
| Fast food and sandwich shops | 69 | #93 of 537 | 10 | 13.3 | $2.7M | 88 | 11 |
| Pizza | 65 | #117 of 520 | 7 | 9.3 | $3.8M | 76 | 11 |
| Restaurants and cafes | 64 | #134 of 538 | 73 | 96.9 | $369K | 100 | 29 |
| Clothing, shoes and laundry | 61 | #173 of 536 | 14 | 18.6 | $978K | 111 | 4 |
| Bakeries and dessert shops | 60 | #143 of 507 | 5 | 6.6 | $5.4M | 130 | 5 |
| Clothing and shoe stores | 56 | #224 of 536 | 12 | 15.9 | $1.1M | 90 | 4 |
| Pet businesses | 50 | #280 of 527 | 10 | 13.3 | $576K | 66 | Under 3 |
| Spas and skin care | 48 | #277 of 504 | 8 | 10.6 | $865K | 99 | Under 3 |
| Convenience stores | 47 | #317 of 529 | 10 | 13.3 | $4.3M | 55 | Under 3 |
| Real estate | 45 | #322 of 536 | 15 | 19.9 | Index only | 153 | 10 |
| Auto repair and car care | 44 | #336 of 538 | 42 | 55.7 | $214K | 79 | 25 |
| Home repair trades | 44 | #338 of 526 | 9 | 11.9 | $2.1M | 87 | 16 |
| Coffee shops and cafes | 41 | #364 of 529 | 10 | 13.3 | $2.7M | 73 | 5 |
| Real estate agents and brokers | 41 | #369 of 533 | 13 | 17.3 | Index only | 141 | 7 |
| Auto repair shops | 40 | #374 of 538 | 27 | 35.8 | $332K | 75 | 21 |
| Gas stations | 40 | #382 of 536 | 18 | 23.9 | $1.3M | 54 | 15 |
| Pet grooming and boarding | 36 | #308 of 387 | 5 | 6.6 | $1.2M | 45 | Under 3 |
| Collision repair and body shops | 35 | #306 of 387 | 6 | 8.0 | $1.5M | 48 | 6 |
| Grocery and convenience stores | 32 | #447 of 538 | 29 | 38.5 | $1.5M | 44 | 7 |
| Insurance agencies | 30 | #436 of 537 | 14 | 18.6 | $1M | 80 | 17 |
| Grocery stores | 26 | #446 of 506 | 14 | 18.6 | $3.1M | 33 | 7 |
| Car washes and detailing | Not scored | Not scored | 4 | 5.3 | $2.2M | 89 | 3 |
| Child care and preschools | Not scored | Not scored | 4 | 5.3 | $662K | 66 | 4 |
| Chiropractors | Not scored | Not scored | 4 | 5.3 | $2.5M | 104 | 3 |
| Electricians | Not scored | Not scored | 4 | 5.3 | $4.8M | 40 | 5 |
| Gyms | Not scored | Not scored | 4 | 5.3 | $1.4M | 111 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 4 | 5.3 | $2.5M | 140 | 3 |
| HVAC and plumbing | Not scored | Not scored | 3 | 4.0 | $6.3M | 133 | 11 |
| Lawn, cleaning and pest control | Not scored | Not scored | 3 | 4.0 | $2.9M | 171 | 15 |
| Veterinarians | Not scored | Not scored | 3 | 4.0 | $1.9M | 71 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 2.7 | $3.5M | Too few | Under 3 |
| Funeral homes | Not scored | Not scored | 2 | 2.7 | $594K | Too few | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 2 | 2.7 | $4.3M | Too few | 9 |
| Nail salons | Not scored | Not scored | 2 | 2.7 | $3.5M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 2.7 | $4.5M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 2 | 2.7 | $5M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 2 | 2.7 | $5M | Too few | Under 3 |
| Property management | Not scored | Not scored | 2 | 2.7 | Index only | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 2.7 | $9.5M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 1.3 | $8.6M | Too few | 6 |
| Laundromats | Not scored | Not scored | 1 | 1.3 | $13.7M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 1 | 1.3 | $5.8M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 1.3 | $5.8M | Too few | Under 3 |
| Tire shops | Not scored | Not scored | 1 | 1.3 | $9M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 1.3 | $10M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Huron 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 | $9M | $1,190 | 124 |
| Gasoline and other fuels | $23.1M | $3,069 | 118 |
| Food away from home | $26.9M | $3,575 | 88 |
| Groceries | $43.4M | $5,757 | 91 |
| Personal care products and services | $6.9M | $918 | 91 |
| Child care and other personal services | $2.6M | $352 | 61 |
| Memberships, classes and admissions | $5.8M | $767 | 78 |
| Medical and dental services | $10M | $1,321 | 103 |
| Pets | $5.8M | $765 | 84 |
| Clothing, shoes and related services | $13.7M | $1,817 | 88 |
| Vehicle insurance | $14M | $1,863 | 95 |
| Home repairs, maintenance and insurance | $19M | $2,523 | 84 |
| Lawn care, cleaning and other household services | $8.6M | $1,142 | 81 |
| Rent and homeowner costs | $99.7M | $13,234 | 79 |
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 Huron area
- Population, 2025 estimate
- 19,624+2.4% since 2020
- Households
- 7,536
- Median age
- 37.8
- Homes lived in by their owners
- 73%
- Vehicles per household
- 2.1
- Land area
- 1,259 sq. mi.
- People per square mile
- 15
- Median household income
- $67,681
- Average household income
- $86,374
- Median home value
- $175,100
- Jobs located here
- 8,288
- Daytime population
- 18,287Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Huron 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 Huron 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 Huron area 1
- Beadle County, SD19,309 people
Other markets based in South Dakota 10
- Sioux Falls, SD-MN metro area298,181 people
- Rapid City, SD metro area152,950 people
- Aberdeen, SD area41,925 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
- Vermillion, SD area15,219 people
Questions
How fast is the Huron, SD area growing?
Population estimates put the Huron area at 19,624 people in 2025, up 2.4% since 2020, slower than the U.S. (+3.1%). It has 7,536 households.
How much do households in the Huron, SD area spend?
Households in the Huron area spend about $99.7M a year on rent and homeowner costs, $43.4M on groceries and $26.9M on food away from home. Set against the U.S., households in the Huron area spend the most on vehicle maintenance and repairs (an index of 124, where 100 is the U.S. average) and the least on child care and other personal services (61).
Which business types have the highest market scores in the Huron, SD area?
The highest Groundwork market scores in the Huron area are for medical and dental practices (86), hair salons (83) and gyms and studios (82). The Huron area ranks #8 of 538 scored small-town markets for medical and dental practices.
How does the Huron, SD area compare with the U.S.?
The median household income in the Huron area is $67,681 a year, 16% below the U.S. median of $80,734. The population rose 2.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $175,100, against $332,700 for the U.S. For its number of households, the Huron area has the most map listings, relative to the U.S., for grocery stores (2.7 times the U.S. rate) and the fewest for real estate businesses (48% 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. 27 of the 56 business types have a score in the Huron 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 Huron 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 Huron 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 Huron 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.