Small-town market profile · South Dakota
Pierre, SD area market data
Population, household spending and competition for 56 business types in the Pierre area, each scored against other small-town markets.
- Population, 2025
- 20,588
- −0.5% since 2020
- Households
- 8,543
- Median household income
- $81,645
- +24.3% vs. 2015–2019, before inflation
- Median home value
- $237,100
- Jobs located here
- 12,082
- Highest market score
- 75
- Pizza, #43 of 520 scored small-town markets
A site report maps the competitors on map listings around any address in the Pierre area by name and distance, and the households and spending within reach. Or open the report at the center of the Pierre 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 20,588 people live in the Pierre area, in 8,543 households. Between 2020 and 2025, the population of the Pierre area declined 0.5%, against +3.1% for the U.S. The median household income in the Pierre area is $81,645 a year, in line with the U.S. median of $80,734. That rose 24.3% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Pierre area spend the most on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and the least on child care and other personal services (71).
The highest Groundwork market scores in the Pierre area are for pizza places (75), fast food and sandwich shops (75) and bakeries and dessert shops (71). The Pierre area ranks #43 of 520 scored small-town markets for pizza places.
The Pierre area takes in 2 counties: Hughes County and Stanley County. For its number of households, the Pierre area has the most map listings, relative to the U.S., for primary care and pediatric clinics (2.6 times the U.S. rate) and the fewest for real estate businesses (39% below the U.S. rate).
All 56 business types in the Pierre area
Highest Groundwork market score first. Each score compares the Pierre 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 |
|---|---|---|---|---|---|---|---|
| Pizza | 75 | #43 of 520 | 6 | 7.0 | $5.6M | 111 | 12 |
| Fast food and sandwich shops | 75 | #54 of 537 | 10 | 11.7 | $3.4M | 111 | 12 |
| Bakeries and dessert shops | 71 | #54 of 507 | 6 | 7.0 | $5.6M | 136 | 3 |
| Grocery and convenience stores | 69 | #91 of 538 | 19 | 22.2 | $2.7M | 81 | 3 |
| Hair salons | 65 | #88 of 538 | 13 | 15.2 | $662K | 154 | 5 |
| Coffee shops and cafes | 63 | #125 of 529 | 9 | 10.5 | $3.8M | 102 | 3 |
| Salons, barbers and spas | 59 | #155 of 538 | 27 | 31.6 | $319K | 150 | 9 |
| Restaurants and cafes | 58 | #186 of 538 | 93 | 108.9 | $364K | 98 | 34 |
| Real estate | 55 | #199 of 536 | 20 | 23.4 | Index only | 140 | 4 |
| Spas and skin care | 52 | #220 of 504 | 6 | 7.0 | $1.4M | 164 | 3 |
| Primary care and pediatrics | 51 | #231 of 458 | 16 | 18.7 | $773K | 43 | 4 |
| Clothing, shoes and laundry | 50 | #275 of 536 | 27 | 31.6 | $630K | 72 | 3 |
| Clothing and shoe stores | 49 | #290 of 536 | 21 | 24.6 | $811K | 64 | 3 |
| Sit-down restaurants | 48 | #289 of 538 | 49 | 57.4 | $691K | 104 | 19 |
| Physical therapy | 46 | #239 of 400 | 7 | 8.2 | $1.8M | 73 | 3 |
| Car washes and detailing | 45 | #262 of 441 | 5 | 5.9 | $1.9M | 75 | Under 3 |
| Doctors, dentists and clinics | 45 | #328 of 538 | 74 | 86.6 | $167K | 110 | 29 |
| Pet businesses | 45 | #330 of 527 | 11 | 12.9 | $670K | 76 | 9 |
| Convenience stores | 45 | #332 of 529 | 12 | 14.0 | $4.4M | 55 | Under 3 |
| Real estate agents and brokers | 44 | #340 of 533 | 19 | 22.2 | Index only | 117 | 4 |
| Auto repair shops | 43 | #348 of 538 | 23 | 26.9 | $410K | 92 | 13 |
| Auto repair and car care | 41 | #364 of 538 | 41 | 48.0 | $230K | 86 | 18 |
| Martial arts and dance studios | 39 | #267 of 378 | 6 | 7.0 | $1.3M | 64 | Under 3 |
| Tire shops | 37 | #320 of 431 | 5 | 5.9 | $1.9M | 75 | 4 |
| Dentists and orthodontists | 36 | #396 of 526 | 12 | 14.0 | $1M | 105 | 16 |
| Chiropractors | 34 | #344 of 426 | 8 | 9.4 | $1.5M | 65 | 6 |
| Collision repair and body shops | 33 | #312 of 387 | 6 | 7.0 | $1.6M | 51 | 3 |
| Gyms, studios and classes | 33 | #451 of 535 | 21 | 24.6 | $369K | 56 | 4 |
| Gyms | 29 | #448 of 506 | 12 | 14.0 | $646K | 50 | 4 |
| Veterinarians | 27 | #348 of 398 | 6 | 7.0 | $1.2M | 45 | 5 |
| Child care and preschools | 26 | #403 of 454 | 8 | 9.4 | $439K | 44 | 8 |
| Roofing and gutters | 24 | #273 of 288 | 9 | 10.5 | $2.6M | 31 | 4 |
| HVAC and plumbing | 24 | #457 of 476 | 11 | 12.9 | $2.1M | 45 | 15 |
| Home repair trades | 24 | #511 of 526 | 24 | 28.1 | $981K | 40 | 28 |
| Gas stations | 20 | #501 of 536 | 22 | 25.8 | $1.1M | 46 | 17 |
| Insurance agencies | 11 | #529 of 537 | 25 | 29.3 | $579K | 46 | 19 |
| Electricians | Not scored | Not scored | 4 | 4.7 | $5.9M | 49 | 9 |
| Grocery stores | Not scored | Not scored | 4 | 4.7 | $13.1M | 141 | 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 4 | 4.7 | $2.7M | 159 | 15 |
| Nail salons | Not scored | Not scored | 4 | 4.7 | $2.2M | 129 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 4.7 | $1.8M | 72 | 4 |
| Barbershops | Not scored | Not scored | 3 | 3.5 | $2.9M | 152 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 3.5 | $5.7M | 45 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 3 | 3.5 | $4.1M | 132 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 3.5 | $2.6M | 64 | 4 |
| Funeral homes | Not scored | Not scored | 2 | 2.3 | $617K | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 2.3 | $5.3M | Too few | 8 |
| Landscaping and lawn care | Not scored | Not scored | 1 | 1.2 | $10.7M | Too few | 7 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 1.2 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 1.2 | $10.7M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 1.2 | $7.4M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 1.2 | $12.4M | 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 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Property management | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Pierre 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 | $9.4M | $1,104 | 115 |
| Gasoline and other fuels | $23.9M | $2,796 | 108 |
| Food away from home | $33.9M | $3,962 | 97 |
| Groceries | $52.2M | $6,114 | 97 |
| Personal care products and services | $8.6M | $1,008 | 100 |
| Child care and other personal services | $3.5M | $411 | 71 |
| Memberships, classes and admissions | $7.8M | $908 | 92 |
| Medical and dental services | $12.4M | $1,447 | 112 |
| Pets | $7.4M | $862 | 95 |
| Clothing, shoes and related services | $17M | $1,993 | 97 |
| Vehicle insurance | $14.5M | $1,696 | 87 |
| Home repairs, maintenance and insurance | $23.5M | $2,755 | 91 |
| Lawn care, cleaning and other household services | $10.7M | $1,248 | 88 |
| Rent and homeowner costs | $121.3M | $14,200 | 85 |
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 Pierre area
- Population, 2025 estimate
- 20,588−0.5% since 2020
- Households
- 8,543
- Median age
- 41.5
- Homes lived in by their owners
- 74%
- Vehicles per household
- 1.9
- Land area
- 2,186 sq. mi.
- People per square mile
- 9
- Median household income
- $81,645+24.3% vs. 2015–2019, before inflation
- Average household income
- $98,676
- Median home value
- $237,100
- Jobs located here
- 12,082
- Daytime population
- 22,272Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Pierre 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 Pierre 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 Pierre area 2
- Hughes County, SD17,664 people
- Stanley County, SD3,015 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
- Huron, SD area19,309 people
- Vermillion, SD area15,219 people
Questions
How fast is the Pierre, SD area growing?
Population estimates put the Pierre area at 20,588 people in 2025, down 0.5% since 2020, against +3.1% for the U.S. It has 8,543 households. Against the 2015–2019 survey, median household income rose 24.3%, before inflation.
How much do households in the Pierre, SD area spend?
Households in the Pierre area spend about $121.3M a year on rent and homeowner costs, $52.2M on groceries and $33.9M on food away from home. Relative to the U.S., household spending in the Pierre area runs highest on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and lowest on child care and other personal services (71).
Which business types have the highest market scores in the Pierre, SD area?
Of the business types scored in the Pierre area, pizza places (75), fast food and sandwich shops (75) and bakeries and dessert shops (71) have the highest Groundwork market scores. For pizza places, that ranks #43 of 520 scored small-town markets.
How does the Pierre, SD area compare with the U.S.?
Median household income in the Pierre area is $81,645, in line with the U.S. median of $80,734. The population fell 0.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $237,100, against $332,700 for the U.S. Against the U.S., map listings per household run highest for primary care and pediatric clinics (2.6 times the U.S. rate) and lowest for real estate businesses (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. 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. 36 of the 56 business types have a score in the Pierre 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 Pierre 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 Pierre area?
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Figures are estimates for research only. Not investment or real estate advice.