Small-town market profile · South Dakota
Mitchell, SD area market data
How the Mitchell area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 25,913
- +0.6% since 2020
- Households
- 10,977
- Median household income
- $69,101
- Median home value
- $197,700
- Jobs located here
- 13,823
- Highest market score
- 65
- Grocery stores, #109 of 506 scored small-town markets
A site report maps the competitors on map listings around any address in the Mitchell area by name and distance, and the households and spending within reach. Or open the report at the center of the Mitchell 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 Mitchell area has an estimated 25,913 people and 10,977 households. Population estimates put the population change in the Mitchell area from 2020 to 2025 at +0.6%, slower than the U.S. (+3.1%). Median household income in the Mitchell area is $69,101, 14% below the U.S. median of $80,734.
Relative to the U.S., household spending in the Mitchell area runs highest on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and lowest on child care and other personal services (61).
Of the business types scored in the Mitchell area, grocery stores (65); salons, barbers and spas (62); and gyms and studios (60) have the highest Groundwork market scores. For grocery stores, that ranks #109 of 506 scored small-town markets.
The Mitchell area takes in 3 counties: Davison County, Hanson County and Sanborn County. Against the U.S., map listings per household run highest for car washes and detailers (2.4 times the U.S. rate) and lowest for real estate agents and brokers (46% below the U.S. rate).
All 56 business types in the Mitchell area
Highest Groundwork market score first. Each score compares the Mitchell 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 | 65 | #109 of 506 | 5 | 4.6 | $12.8M | 137 | 5 |
| Salons, barbers and spas | 62 | #122 of 538 | 41 | 37.4 | $249K | 117 | 5 |
| Gyms, studios and classes | 60 | #153 of 535 | 13 | 11.8 | $660K | 100 | 3 |
| Bakeries and dessert shops | 59 | #153 of 507 | 5 | 4.6 | $7.9M | 192 | 13 |
| Doctors, dentists and clinics | 58 | #184 of 538 | 64 | 58.3 | $228K | 150 | 37 |
| Spas and skin care | 56 | #188 of 504 | 9 | 8.2 | $1.1M | 130 | Under 3 |
| Grocery and convenience stores | 54 | #249 of 538 | 25 | 22.8 | $2.6M | 75 | 7 |
| Real estate agents and brokers | 50 | #257 of 533 | 18 | 16.4 | Index only | 150 | 5 |
| Dentists and orthodontists | 50 | #258 of 526 | 13 | 11.8 | $1.1M | 114 | 8 |
| Hair salons | 50 | #280 of 538 | 27 | 24.6 | $379K | 88 | 4 |
| Convenience stores | 50 | #284 of 529 | 13 | 11.8 | $4.9M | 62 | Under 3 |
| Pizza | 49 | #268 of 520 | 10 | 9.1 | $4M | 78 | 22 |
| Sit-down restaurants | 49 | #273 of 538 | 60 | 54.7 | $662K | 100 | 21 |
| Gas stations | 49 | #287 of 536 | 22 | 20.0 | $1.5M | 63 | 15 |
| Optometrists and eye care | 48 | #224 of 400 | 5 | 4.6 | $2.9M | 93 | 4 |
| Tire shops | 47 | #244 of 431 | 9 | 8.2 | $1.4M | 58 | Under 3 |
| Gyms | 47 | #287 of 506 | 9 | 8.2 | $953K | 73 | 3 |
| Real estate | 46 | #313 of 536 | 24 | 21.9 | Index only | 141 | 9 |
| Auto repair shops | 45 | #332 of 538 | 32 | 29.2 | $405K | 91 | 28 |
| HVAC and plumbing | 41 | #329 of 476 | 9 | 8.2 | $3.1M | 66 | 9 |
| Clothing, shoes and laundry | 41 | #354 of 536 | 28 | 25.5 | $725K | 82 | 10 |
| Restaurants and cafes | 41 | #362 of 538 | 119 | 108.4 | $334K | 90 | 58 |
| Fast food and sandwich shops | 41 | #363 of 537 | 19 | 17.3 | $2.1M | 69 | 22 |
| Auto repair and car care | 40 | #377 of 538 | 60 | 54.7 | $216K | 80 | 32 |
| Clothing and shoe stores | 39 | #372 of 536 | 22 | 20.0 | $922K | 73 | 10 |
| Child care and preschools | 37 | #333 of 454 | 5 | 4.6 | $774K | 77 | 13 |
| Landscaping and lawn care | 36 | #298 of 399 | 7 | 6.4 | $1.8M | 62 | 9 |
| Car washes and detailing | 35 | #343 of 441 | 10 | 9.1 | $1.3M | 51 | 3 |
| Lawn, cleaning and pest control | 32 | #419 of 481 | 12 | 10.9 | $1.1M | 63 | 13 |
| Coffee shops and cafes | 32 | #455 of 529 | 15 | 13.7 | $2.6M | 71 | 13 |
| Pet stores | 31 | #183 of 220 | 5 | 4.6 | $1.7M | 38 | Under 3 |
| Collision repair and body shops | 31 | #322 of 387 | 8 | 7.3 | $1.6M | 53 | 11 |
| Pet businesses | 30 | #462 of 527 | 20 | 18.2 | $431K | 49 | 7 |
| Veterinarians | 28 | #346 of 398 | 9 | 8.2 | $958K | 35 | 4 |
| Chiropractors | 27 | #396 of 426 | 13 | 11.8 | $1.1M | 47 | 9 |
| Home repair trades | 27 | #492 of 526 | 20 | 18.2 | $1.4M | 58 | 29 |
| Electricians | 21 | #284 of 295 | 9 | 8.2 | $3.1M | 26 | 15 |
| Insurance agencies | 20 | #489 of 537 | 27 | 24.6 | $747K | 59 | 36 |
| Funeral homes | Not scored | Not scored | 4 | 3.6 | $420K | 62 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 3.6 | $2.2M | 85 | 3 |
| Physical therapy | Not scored | Not scored | 4 | 3.6 | $3.6M | 152 | Under 3 |
| Property management | Not scored | Not scored | 4 | 3.6 | Index only | 66 | 4 |
| Laundromats | Not scored | Not scored | 3 | 2.7 | $6.8M | 54 | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 3 | 2.7 | $2.9M | 142 | Under 3 |
| Nail salons | Not scored | Not scored | 3 | 2.7 | $3.4M | 204 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 2.7 | $4.3M | 42 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 1.8 | $5.1M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 1.8 | $6.4M | Too few | 4 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 1.8 | $7.3M | Too few | 16 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.8 | $14.1M | Too few | 5 |
| Home inspectors | Not scored | Not scored | 1 | 0.9 | Index only | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.9 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.9 | $13M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.9 | $8.6M | Too few | 3 |
| Dry cleaners | 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 the Mitchell 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 | $13M | $1,181 | 123 |
| Gasoline and other fuels | $33.2M | $3,020 | 116 |
| Food away from home | $39.7M | $3,618 | 89 |
| Groceries | $63.9M | $5,820 | 92 |
| Personal care products and services | $10.2M | $931 | 93 |
| Child care and other personal services | $3.9M | $353 | 61 |
| Memberships, classes and admissions | $8.6M | $781 | 79 |
| Medical and dental services | $14.6M | $1,330 | 103 |
| Pets | $8.6M | $785 | 86 |
| Clothing, shoes and related services | $20.3M | $1,848 | 90 |
| Vehicle insurance | $20.2M | $1,837 | 94 |
| Home repairs, maintenance and insurance | $28.1M | $2,561 | 85 |
| Lawn care, cleaning and other household services | $12.8M | $1,163 | 82 |
| Rent and homeowner costs | $146.8M | $13,373 | 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 Mitchell area
- Population, 2025 estimate
- 25,913+0.6% since 2020
- Households
- 10,977
- Median age
- 41.1
- Homes lived in by their owners
- 66%
- Vehicles per household
- 2.1
- Land area
- 1,440 sq. mi.
- People per square mile
- 18
- Median household income
- $69,101
- Average household income
- $87,541
- Median home value
- $197,700
- Jobs located here
- 13,823
- Daytime population
- 25,767Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Mitchell 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 Mitchell 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 Mitchell area 3
- Davison County, SD19,952 people
- Hanson County, SD3,472 people
- Sanborn County, SD2,384 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
- 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 Mitchell, SD area growing?
Population estimates put the Mitchell area at 25,913 people in 2025, up 0.6% since 2020, slower than the U.S. (+3.1%). It has 10,977 households.
How much do households in the Mitchell, SD area spend?
Households in the Mitchell area spend about $146.8M a year on rent and homeowner costs, $63.9M on groceries and $39.7M on food away from home. Set against the U.S., households in the Mitchell area spend the most on vehicle maintenance and repairs (an index of 123, 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 Mitchell, SD area?
The highest Groundwork market scores in the Mitchell area are for grocery stores (65); salons, barbers and spas (62); and gyms and studios (60). The Mitchell area ranks #109 of 506 scored small-town markets for grocery stores.
How does the Mitchell, SD area compare with the U.S.?
The median household income in the Mitchell area is $69,101 a year, 14% below the U.S. median of $80,734. The population rose 0.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $197,700, against $332,700 for the U.S. For its number of households, the Mitchell area has the most map listings, relative to the U.S., for car washes and detailers (2.4 times the U.S. rate) and the fewest for real estate agents and brokers (46% 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. 38 of the 56 business types have a score in the Mitchell 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 Mitchell 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.
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Screening a site or an acquisition in the Mitchell 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 Mitchell 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.