Small-town market profile · South Dakota
Vermillion, SD area market data
Population, household spending and competition for 56 business types in the Vermillion area, each scored against other small-town markets.
- Population, 2025
- 15,031
- +0.2% since 2020
- Households
- 5,547
- Median household income
- $56,850
- +12.1% vs. 2015–2019, before inflation
- Median home value
- $232,300
- Jobs located here
- 5,728
- Highest market score
- 72
- Auto repair and car care, #67 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Vermillion area by name and distance, and the households and spending within reach. Or open the report at the center of the Vermillion 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 15,031 people live in the Vermillion area, in 5,547 households. Between 2020 and 2025, the population of the Vermillion area grew 0.2%, slower than the U.S. (+3.1%). The median household income in the Vermillion area is $56,850 a year, 30% below the U.S. median of $80,734. That rose 12.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Vermillion area spend the most on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and the least on child care and other personal services (62).
The highest Groundwork market scores in the Vermillion area are for auto repair and car care businesses (72), medical and dental practices (72) and gyms and studios (67). The Vermillion area ranks #67 of 538 scored small-town markets for auto repair and car care businesses.
The Vermillion area is made up of one county, Clay County. For its number of households, the Vermillion area has the most map listings, relative to the U.S., for coffee shops and cafes (80% above the U.S. rate) and the fewest for medical and dental practices (47% below the U.S. rate).
All 56 business types in the Vermillion area
Highest Groundwork market score first. Each score compares the Vermillion 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 |
|---|---|---|---|---|---|---|---|
| Auto repair and car care | 72 | #67 of 538 | 20 | 36.1 | $296K | 110 | 6 |
| Doctors, dentists and clinics | 72 | #68 of 538 | 25 | 45.1 | $284K | 186 | 11 |
| Gyms, studios and classes | 67 | #76 of 535 | 5 | 9.0 | $827K | 125 | Under 3 |
| Grocery and convenience stores | 64 | #128 of 538 | 9 | 16.2 | $3.5M | 102 | 3 |
| Auto repair shops | 62 | #145 of 538 | 12 | 21.6 | $493K | 111 | 6 |
| Clothing and shoe stores | 55 | #228 of 536 | 7 | 12.6 | $1.4M | 111 | Under 3 |
| Clothing, shoes and laundry | 54 | #237 of 536 | 10 | 18.0 | $990K | 113 | Under 3 |
| Hair salons | 47 | #310 of 538 | 12 | 21.6 | $409K | 95 | Under 3 |
| Dentists and orthodontists | 46 | #300 of 526 | 8 | 14.4 | $887K | 90 | 3 |
| Home repair trades | 46 | #311 of 526 | 6 | 10.8 | $2.2M | 92 | 8 |
| Salons, barbers and spas | 45 | #336 of 538 | 24 | 43.3 | $204K | 96 | 3 |
| Spas and skin care | 43 | #331 of 504 | 5 | 9.0 | $981K | 112 | Under 3 |
| Pizza | 39 | #374 of 520 | 8 | 14.4 | $2.4M | 47 | 9 |
| Fast food and sandwich shops | 38 | #387 of 537 | 12 | 21.6 | $1.6M | 52 | 9 |
| Convenience stores | 36 | #406 of 529 | 7 | 12.6 | $4.4M | 56 | Under 3 |
| Gas stations | 35 | #416 of 536 | 9 | 16.2 | $1.7M | 71 | 10 |
| Real estate | 35 | #458 of 536 | 15 | 27.0 | Index only | 110 | 4 |
| Sit-down restaurants | 32 | #454 of 538 | 34 | 61.3 | $565K | 85 | 13 |
| Coffee shops and cafes | 31 | #465 of 529 | 11 | 19.8 | $1.7M | 47 | 3 |
| Restaurants and cafes | 30 | #462 of 538 | 76 | 137.0 | $253K | 68 | 25 |
| Collision repair and body shops | 28 | #340 of 387 | 5 | 9.0 | $1.2M | 38 | Under 3 |
| Real estate agents and brokers | 28 | #513 of 533 | 12 | 21.6 | Index only | 109 | 4 |
| Insurance agencies | 17 | #510 of 537 | 13 | 23.4 | $705K | 56 | 8 |
| Bakeries and dessert shops | Not scored | Not scored | 4 | 7.2 | $4.8M | 116 | 3 |
| Car washes and detailing | Not scored | Not scored | 4 | 7.2 | $1.5M | 59 | Under 3 |
| Chiropractors | Not scored | Not scored | 4 | 7.2 | $1.8M | 74 | 4 |
| HVAC and plumbing | Not scored | Not scored | 4 | 7.2 | $3.4M | 71 | 5 |
| Nail salons | Not scored | Not scored | 4 | 7.2 | $1.2M | 73 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 4 | 7.2 | $1.8M | 57 | Under 3 |
| Barbershops | Not scored | Not scored | 3 | 5.4 | $1.6M | 87 | Under 3 |
| Child care and preschools | Not scored | Not scored | 3 | 5.4 | $666K | 66 | 3 |
| Funeral homes | Not scored | Not scored | 3 | 5.4 | $217K | 32 | Under 3 |
| Gyms | Not scored | Not scored | 3 | 5.4 | $1.4M | 106 | Under 3 |
| Property management | Not scored | Not scored | 3 | 5.4 | Index only | 43 | Under 3 |
| Electricians | Not scored | Not scored | 2 | 3.6 | $6.7M | Too few | 3 |
| House cleaning | Not scored | Not scored | 2 | 3.6 | $3.1M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 3.6 | $5M | Too few | Under 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 2 | 3.6 | $3.1M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 2 | 3.6 | $2.1M | Too few | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 3.6 | $3.5M | Too few | Under 3 |
| Tire shops | Not scored | Not scored | 2 | 3.6 | $3M | Too few | Under 3 |
| Grocery stores | Not scored | Not scored | 1 | 1.8 | $31.1M | Too few | Under 3 |
| Pet businesses | Not scored | Not scored | 1 | 1.8 | $4.1M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 1 | 1.8 | $7.1M | Too few | 4 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 1.8 | $7.1M | Too few | Under 3 |
| Veterinarians | Not scored | Not scored | 1 | 1.8 | $4.1M | 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 |
| Landscaping and lawn care | 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 |
| Oil change and quick lube | 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 |
| Pet grooming and boarding | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pet stores | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Roofing and gutters | 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 Vermillion 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 | $5.9M | $1,066 | 111 |
| Gasoline and other fuels | $15.3M | $2,751 | 106 |
| Food away from home | $19.2M | $3,461 | 85 |
| Groceries | $31.1M | $5,598 | 89 |
| Personal care products and services | $4.9M | $884 | 88 |
| Child care and other personal services | $2M | $360 | 62 |
| Memberships, classes and admissions | $4.1M | $745 | 76 |
| Medical and dental services | $7.1M | $1,280 | 99 |
| Pets | $4.1M | $742 | 82 |
| Clothing, shoes and related services | $9.9M | $1,786 | 87 |
| Vehicle insurance | $9.2M | $1,652 | 84 |
| Home repairs, maintenance and insurance | $13.5M | $2,425 | 80 |
| Lawn care, cleaning and other household services | $6.1M | $1,108 | 78 |
| Rent and homeowner costs | $71.4M | $12,876 | 77 |
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 Vermillion area
- Population, 2025 estimate
- 15,031+0.2% since 2020
- Households
- 5,547
- Median age
- 31.1
- Homes lived in by their owners
- 51%
- Vehicles per household
- 1.9
- Land area
- 412 sq. mi.
- People per square mile
- 37
- Median household income
- $56,850+12.1% vs. 2015–2019, before inflation
- Average household income
- $78,631
- Median home value
- $232,300
- Jobs located here
- 5,728
- Daytime population
- 14,972Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Vermillion 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 Vermillion 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 Vermillion area 1
- Clay County, SD15,219 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
- Huron, SD area19,309 people
Questions
How fast is the Vermillion, SD area growing?
Population estimates put the Vermillion area at 15,031 people in 2025, up 0.2% since 2020, slower than the U.S. (+3.1%). It has 5,547 households. Against the 2015–2019 survey, median household income rose 12.1%, before inflation.
How much do households in the Vermillion, SD area spend?
Households in the Vermillion area spend about $71.4M a year on rent and homeowner costs, $31.1M on groceries and $19.2M on food away from home. Relative to the U.S., household spending in the Vermillion area runs highest on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and lowest on child care and other personal services (62).
Which business types have the highest market scores in the Vermillion, SD area?
Of the business types scored in the Vermillion area, auto repair and car care businesses (72), medical and dental practices (72) and gyms and studios (67) have the highest Groundwork market scores. For auto repair and car care businesses, that ranks #67 of 538 scored small-town markets.
How does the Vermillion, SD area compare with the U.S.?
Median household income in the Vermillion area is $56,850, 30% below the U.S. median of $80,734. The population rose 0.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $232,300, against $332,700 for the U.S. Against the U.S., map listings per household run highest for coffee shops and cafes (80% above the U.S. rate) and lowest for medical and dental practices (47% 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. 23 of the 56 business types have a score in the Vermillion 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 Vermillion 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 Vermillion 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 Vermillion 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.