Small-town market profile · South Dakota
Spearfish, SD area market data
Population, household spending and competition for 56 business types in the Spearfish area, each scored against other small-town markets.
- Population, 2025
- 29,459
- +14.0% since 2020
- Households
- 12,054
- Median household income
- $73,384
- +39.4% vs. 2015–2019, before inflation
- Median home value
- $346,500
- Jobs located here
- 13,155
- Highest market score
- 81
- Grocery and convenience stores, #16 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Spearfish area by name and distance, and the households and spending within reach. Or open the report at the center of the Spearfish 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 29,459 people live in the Spearfish area, in 12,054 households. Population estimates show the Spearfish area grew 14.0% from 2020 to 2025, faster than the U.S. (+3.1%). The median household income in the Spearfish area is $73,384 a year, 9% below the U.S. median of $80,734. That rose 39.4% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Spearfish area spend the most on vehicle maintenance and repairs (an index of 121, where 100 is the U.S. average) and the least on child care and other personal services (64).
The highest Groundwork market scores in the Spearfish area are for grocery and convenience stores (81), convenience stores (76) and grocery stores (75). The Spearfish area ranks #16 of 538 scored small-town markets for grocery and convenience stores.
The Spearfish area is made up of one county, Lawrence County. For its number of households, the Spearfish area has the most map listings, relative to the U.S., for roofing and gutter companies (2.8 times the U.S. rate) and the fewest for dentists and orthodontists (18% below the U.S. rate).
All 56 business types in the Spearfish area
Highest Groundwork market score first. Each score compares the Spearfish 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 and convenience stores | 81 | #16 of 538 | 21 | 17.4 | $3.4M | 99 | 6 |
| Convenience stores | 76 | #50 of 529 | 11 | 9.1 | $6.4M | 82 | Under 3 |
| Grocery stores | 75 | #42 of 506 | 5 | 4.1 | $14.1M | 152 | 6 |
| Primary care and pediatrics | 75 | #48 of 458 | 6 | 5.0 | $2.7M | 154 | 17 |
| Gas stations | 70 | #78 of 536 | 20 | 16.6 | $1.8M | 75 | 13 |
| Dentists and orthodontists | 68 | #97 of 526 | 13 | 10.8 | $1.3M | 129 | 8 |
| Physical therapy | 67 | #81 of 400 | 7 | 5.8 | $2.3M | 98 | 4 |
| Bakeries and dessert shops | 66 | #80 of 507 | 7 | 5.8 | $6.4M | 154 | 15 |
| Nail salons | 64 | #103 of 387 | 7 | 5.8 | $1.6M | 98 | Under 3 |
| Fast food and sandwich shops | 63 | #154 of 537 | 18 | 14.9 | $2.5M | 81 | 23 |
| Pizza | 61 | #147 of 520 | 12 | 10.0 | $3.7M | 73 | 23 |
| Hair salons | 60 | #155 of 538 | 28 | 23.2 | $408K | 95 | 6 |
| Martial arts and dance studios | 59 | #128 of 378 | 5 | 4.1 | $2M | 99 | 6 |
| Auto repair shops | 59 | #177 of 538 | 31 | 25.7 | $452K | 102 | 33 |
| Auto repair and car care | 56 | #210 of 538 | 57 | 47.3 | $246K | 92 | 40 |
| HVAC and plumbing | 55 | #182 of 476 | 8 | 6.6 | $3.9M | 83 | 12 |
| Child care and preschools | 54 | #201 of 454 | 6 | 5.0 | $749K | 75 | 9 |
| Pet businesses | 54 | #225 of 527 | 15 | 12.4 | $644K | 73 | 9 |
| Car washes and detailing | 52 | #206 of 441 | 7 | 5.8 | $2M | 79 | 6 |
| Yoga, Pilates and fitness studios | 50 | #58 of 112 | 5 | 4.1 | $2M | 49 | 4 |
| Salons, barbers and spas | 49 | #289 of 538 | 55 | 45.6 | $208K | 98 | 16 |
| Landscaping and lawn care | 48 | #200 of 399 | 6 | 5.0 | $2.4M | 81 | 19 |
| Lawn, cleaning and pest control | 47 | #261 of 481 | 9 | 7.5 | $1.6M | 95 | 29 |
| Gyms | 46 | #303 of 506 | 14 | 11.6 | $715K | 55 | 4 |
| Doctors, dentists and clinics | 46 | #319 of 538 | 132 | 109.5 | $125K | 82 | 42 |
| Chiropractors | 45 | #252 of 426 | 11 | 9.1 | $1.5M | 62 | 8 |
| Clothing and shoe stores | 45 | #318 of 536 | 26 | 21.6 | $875K | 69 | 16 |
| Collision repair and body shops | 44 | #244 of 387 | 7 | 5.8 | $2M | 65 | 13 |
| Optometrists and eye care | 43 | #264 of 400 | 9 | 7.5 | $1.8M | 58 | 5 |
| Clothing, shoes and laundry | 42 | #346 of 536 | 40 | 33.2 | $569K | 65 | 16 |
| Spas and skin care | 41 | #360 of 504 | 15 | 12.4 | $762K | 87 | 8 |
| Sit-down restaurants | 41 | #368 of 538 | 92 | 76.3 | $484K | 73 | 35 |
| Gyms, studios and classes | 40 | #392 of 535 | 24 | 19.9 | $417K | 63 | 10 |
| Coffee shops and cafes | 39 | #388 of 529 | 22 | 18.3 | $2M | 55 | 15 |
| Insurance agencies | 38 | #374 of 537 | 23 | 19.1 | $943K | 75 | 16 |
| Restaurants and cafes | 38 | #393 of 538 | 200 | 165.9 | $223K | 60 | 73 |
| Pet grooming and boarding | 36 | #309 of 387 | 10 | 8.3 | $965K | 38 | 5 |
| Home repair trades | 35 | #435 of 526 | 24 | 19.9 | $1.3M | 54 | 38 |
| Property management | 33 | #151 of 180 | 6 | 5.0 | Index only | 49 | 22 |
| Roofing and gutters | 31 | #248 of 288 | 12 | 10.0 | $2.6M | 31 | 12 |
| Real estate | 31 | #499 of 536 | 62 | 51.4 | Index only | 61 | 64 |
| Real estate agents and brokers | 31 | #500 of 533 | 52 | 43.1 | Index only | 58 | 36 |
| Barbershops | Not scored | Not scored | 4 | 3.3 | $2.9M | 152 | Under 3 |
| Electricians | Not scored | Not scored | 4 | 3.3 | $7.9M | 66 | 14 |
| House cleaning | Not scored | Not scored | 3 | 2.5 | $4.8M | 74 | 10 |
| Tire shops | Not scored | Not scored | 3 | 2.5 | $4.7M | 187 | Under 3 |
| Veterinarians | Not scored | Not scored | 3 | 2.5 | $3.2M | 118 | 4 |
| Funeral homes | Not scored | Not scored | 2 | 1.7 | $970K | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 1.7 | Index only | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.7 | $11.4M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.7 | Index only | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.8 | $22.8M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.8 | $14M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 0.8 | $9.7M | 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 the Spearfish 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 | $14M | $1,162 | 121 |
| Gasoline and other fuels | $35.6M | $2,956 | 114 |
| Food away from home | $44.6M | $3,698 | 91 |
| Groceries | $70.7M | $5,868 | 93 |
| Personal care products and services | $11.4M | $948 | 94 |
| Child care and other personal services | $4.5M | $373 | 64 |
| Memberships, classes and admissions | $10M | $830 | 84 |
| Medical and dental services | $16.4M | $1,365 | 106 |
| Pets | $9.7M | $801 | 88 |
| Clothing, shoes and related services | $22.8M | $1,888 | 92 |
| Vehicle insurance | $21.7M | $1,799 | 92 |
| Home repairs, maintenance and insurance | $31.6M | $2,619 | 87 |
| Lawn care, cleaning and other household services | $14.3M | $1,185 | 84 |
| Rent and homeowner costs | $163.8M | $13,592 | 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 Spearfish area
- Population, 2025 estimate
- 29,459+14.0% since 2020
- Households
- 12,054
- Median age
- 44.5
- Homes lived in by their owners
- 65%
- Vehicles per household
- 2.1
- Land area
- 800 sq. mi.
- People per square mile
- 34
- Median household income
- $73,384+39.4% vs. 2015–2019, before inflation
- Average household income
- $94,174
- Median home value
- $346,500
- Jobs located here
- 13,155
- Daytime population
- 27,824Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Spearfish 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 Spearfish 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 Spearfish area 1
- Lawrence County, SD27,233 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
- 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 Spearfish, SD area growing?
Population estimates put the Spearfish area at 29,459 people in 2025, up 14.0% since 2020, faster than the U.S. (+3.1%). It has 12,054 households. Against the 2015–2019 survey, median household income rose 39.4%, before inflation.
How much do households in the Spearfish, SD area spend?
Households in the Spearfish area spend about $163.8M a year on rent and homeowner costs, $70.7M on groceries and $44.6M on food away from home. Relative to the U.S., household spending in the Spearfish area runs highest on vehicle maintenance and repairs (an index of 121, where 100 is the U.S. average) and lowest on child care and other personal services (64).
Which business types have the highest market scores in the Spearfish, SD area?
Of the business types scored in the Spearfish area, grocery and convenience stores (81), convenience stores (76) and grocery stores (75) have the highest Groundwork market scores. For grocery and convenience stores, that ranks #16 of 538 scored small-town markets.
How does the Spearfish, SD area compare with the U.S.?
Median household income in the Spearfish area is $73,384, 9% below the U.S. median of $80,734. The population rose 14.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $346,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for roofing and gutter companies (2.8 times the U.S. rate) and lowest for dentists and orthodontists (18% 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. 42 of the 56 business types have a score in the Spearfish 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 Spearfish 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 Spearfish 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 Spearfish 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.