Metro area profile · Texas
Wichita Falls, TX metro area market data
Population, household spending and competition for 56 business types in the Wichita Falls metro area, each scored against other metro areas.
- Population, 2025
- 149,448
- +0.7% since 2020
- Households
- 56,774
- Median household income
- $65,379
- +31.3% vs. 2015–2019, before inflation
- Median home value
- $157,600
- Jobs located here
- 53,308
- Highest market score
- 68
- Landscaping and lawn care, #87 of 385 scored metro areas
A site report maps the competitors on map listings around any address in the Wichita Falls metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Wichita Falls metro 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 149,448 people live in the Wichita Falls metro area, in 56,774 households. Population estimates put the population change in the Wichita Falls metro area from 2020 to 2025 at +0.7%, slower than the U.S. (+3.1%). The median household income in the Wichita Falls metro area is $65,379 a year, 19% below the U.S. median of $80,734. That rose 31.3% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Wichita Falls metro area spend the most on vehicle insurance (an index of 124, where 100 is the U.S. average) and the least on memberships, classes and admissions (65).
The highest Groundwork market scores in the Wichita Falls metro area are for landscaping and lawn care companies (68); physical therapy clinics (65); and lawn care, cleaning and pest control companies (64). The Wichita Falls metro area ranks #87 of 385 scored metro areas for landscaping and lawn care companies.
The Wichita Falls metro area takes in 3 counties: Wichita County, Clay County and Archer County. For its number of households, the Wichita Falls metro area has the most map listings, relative to the U.S., for oil change and quick-lube shops (2.6 times the U.S. rate) and the fewest for physical therapy clinics (52% below the U.S. rate).
All 56 business types in the Wichita Falls metro area
Highest Groundwork market score first. Each score compares the Wichita Falls metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Landscaping and lawn care | 68 | #87 of 385 | 26 | 4.6 | $3M | 103 | 26 |
| Physical therapy | 65 | #88 of 386 | 15 | 2.6 | $4M | 165 | 12 |
| Lawn, cleaning and pest control | 64 | #103 of 387 | 49 | 8.6 | $1.6M | 96 | 56 |
| Real estate | 62 | #79 of 387 | 133 | 23.4 | Index only | 141 | 59 |
| Grocery stores | 62 | #103 of 387 | 28 | 4.9 | $11.7M | 126 | 14 |
| Yoga, Pilates and fitness studios | 59 | #89 of 347 | 6 | 1.1 | $6M | 148 | 11 |
| Property management | 58 | #112 of 374 | 12 | 2.1 | Index only | 122 | 14 |
| House cleaning | 55 | #131 of 375 | 13 | 2.3 | $6M | 94 | 23 |
| Coffee shops and cafes | 54 | #158 of 387 | 38 | 6.7 | $5.2M | 141 | 32 |
| Real estate agents and brokers | 53 | #150 of 387 | 116 | 20.4 | Index only | 128 | 36 |
| Sit-down restaurants | 52 | #171 of 387 | 282 | 49.7 | $705K | 106 | 75 |
| Veterinarians | 52 | #183 of 384 | 19 | 3.3 | $2.5M | 91 | 11 |
| Chiropractors | 50 | #184 of 386 | 20 | 3.5 | $3M | 124 | 13 |
| Optometrists and eye care | 49 | #207 of 386 | 14 | 2.5 | $4.2M | 135 | 10 |
| Roofing and gutters | 46 | #225 of 381 | 23 | 4.1 | $6.6M | 78 | 7 |
| Pet stores | 45 | #231 of 382 | 13 | 2.3 | $3.6M | 80 | 3 |
| Car washes and detailing | 45 | #236 of 387 | 17 | 3.0 | $2.9M | 115 | 11 |
| Pest control | 43 | #219 of 345 | 10 | 1.8 | $7.9M | 77 | 7 |
| Dentists and orthodontists | 43 | #242 of 387 | 58 | 10.2 | $1M | 104 | 42 |
| Pet businesses | 42 | #261 of 387 | 71 | 12.5 | $661K | 75 | 25 |
| Pizza | 41 | #258 of 387 | 35 | 6.2 | $5.7M | 112 | 127 |
| Martial arts and dance studios | 41 | #275 of 387 | 19 | 3.3 | $1.9M | 94 | 12 |
| Restaurants and cafes | 40 | #259 of 387 | 546 | 96.2 | $364K | 98 | 238 |
| Doctors, dentists and clinics | 39 | #279 of 387 | 348 | 61.3 | $171K | 112 | 209 |
| Nail salons | 38 | #314 of 387 | 29 | 5.1 | $1.6M | 98 | 9 |
| Pet grooming and boarding | 37 | #294 of 386 | 25 | 4.4 | $1.9M | 74 | 11 |
| Gyms, studios and classes | 36 | #317 of 387 | 69 | 12.2 | $522K | 79 | 23 |
| Hair salons | 35 | #337 of 387 | 122 | 21.5 | $389K | 90 | 28 |
| Grocery and convenience stores | 34 | #304 of 387 | 122 | 21.5 | $2.7M | 79 | 32 |
| HVAC and plumbing | 34 | #318 of 387 | 37 | 6.5 | $4.1M | 87 | 56 |
| Insurance agencies | 33 | #292 of 387 | 133 | 23.4 | $1M | 82 | 70 |
| Gyms | 33 | #336 of 387 | 44 | 7.8 | $819K | 63 | 11 |
| Salons, barbers and spas | 33 | #348 of 387 | 251 | 44.2 | $189K | 89 | 53 |
| Primary care and pediatrics | 32 | #317 of 387 | 29 | 5.1 | $2M | 115 | 125 |
| Spas and skin care | 31 | #358 of 387 | 60 | 10.6 | $792K | 90 | 12 |
| Clothing, shoes and laundry | 30 | #318 of 387 | 155 | 27.3 | $644K | 73 | 47 |
| Barbershops | 30 | #332 of 387 | 34 | 6.0 | $1.4M | 74 | 3 |
| Clothing and shoe stores | 29 | #322 of 387 | 117 | 20.6 | $854K | 67 | 41 |
| Home repair trades | 29 | #358 of 387 | 81 | 14.3 | $1.9M | 77 | 105 |
| Laundromats | 28 | #310 of 364 | 9 | 1.6 | $11.1M | 89 | Under 3 |
| Bakeries and dessert shops | 28 | #356 of 387 | 60 | 10.6 | $3.3M | 80 | 35 |
| Funeral homes | 27 | #327 of 377 | 14 | 2.5 | $554K | 82 | 11 |
| Gas stations | 26 | #343 of 387 | 110 | 19.4 | $1.5M | 61 | 66 |
| Tire shops | 25 | #339 of 386 | 25 | 4.4 | $2M | 79 | 12 |
| Child care and preschools | 24 | #363 of 387 | 39 | 6.9 | $578K | 58 | 35 |
| Electricians | 23 | #364 of 383 | 21 | 3.7 | $7.3M | 60 | 42 |
| Convenience stores | 22 | #361 of 387 | 75 | 13.2 | $4.4M | 55 | 18 |
| Fast food and sandwich shops | 19 | #363 of 387 | 103 | 18.1 | $1.9M | 63 | 127 |
| Auto repair shops | 18 | #373 of 387 | 169 | 29.8 | $292K | 66 | 66 |
| Auto repair and car care | 17 | #375 of 387 | 258 | 45.4 | $191K | 71 | 100 |
| Collision repair and body shops | 14 | #374 of 381 | 30 | 5.3 | $1.6M | 53 | 19 |
| Oil change and quick lube | 11 | #286 of 290 | 10 | 1.8 | $4.9M | 36 | 10 |
| Dry cleaners | Not scored | Not scored | 4 | 0.7 | $25M | 159 | 6 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 0.7 | Index only | 521 | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.4 | $29.7M | Too few | 7 |
| Home inspectors | Not scored | Not scored | 1 | 0.2 | Index only | Too few | Under 3 |
Household spending in the Wichita Falls metro 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 | $49.3M | $869 | 91 |
| Gasoline and other fuels | $160.8M | $2,833 | 109 |
| Food away from home | $198.9M | $3,504 | 86 |
| Groceries | $327.8M | $5,773 | 91 |
| Personal care products and services | $47.5M | $837 | 83 |
| Child care and other personal services | $22.5M | $397 | 68 |
| Memberships, classes and admissions | $36M | $635 | 65 |
| Medical and dental services | $59.4M | $1,045 | 81 |
| Pets | $46.9M | $827 | 91 |
| Clothing, shoes and related services | $99.9M | $1,759 | 86 |
| Vehicle insurance | $137.5M | $2,423 | 124 |
| Home repairs, maintenance and insurance | $152.4M | $2,684 | 89 |
| Lawn care, cleaning and other household services | $78.6M | $1,384 | 98 |
| Rent and homeowner costs | $812.5M | $14,311 | 86 |
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 Wichita Falls metro area
- Population, 2025 estimate
- 149,448+0.7% since 2020
- Households
- 56,774
- Median age
- 38.1
- Homes lived in by their owners
- 65%
- Vehicles per household
- 1.8
- Land area
- 2,620 sq. mi.
- People per square mile
- 57
- Median household income
- $65,379+31.3% vs. 2015–2019, before inflation
- Average household income
- $87,737
- Median home value
- $157,600
- Jobs located here
- 53,308
- Daytime population
- 143,173Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Wichita Falls metro area?
These figures cover the whole metro area. 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 Wichita Falls metro 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 Wichita Falls metro area 3
- Wichita County, TX129,996 people
- Clay County, TX10,495 people
- Archer County, TX8,867 people
Other markets based in Texas 12
- Dallas-Fort Worth-Arlington, TX metro area7,985,590 people
- Houston-Pasadena-The Woodlands, TX metro area7,442,788 people
- San Antonio-New Braunfels, TX metro area2,662,733 people
- Austin-Round Rock-San Marcos, TX metro area2,426,592 people
- McAllen-Edinburg-Mission, TX metro area891,977 people
- El Paso, TX metro area874,182 people
- Killeen-Temple, TX metro area494,360 people
- Corpus Christi, TX metro area448,012 people
- Brownsville-Harlingen, TX metro area426,120 people
- Beaumont-Port Arthur, TX metro area396,827 people
- Lubbock, TX metro area358,708 people
- Waco, TX metro area302,045 people
Questions
How fast is the Wichita Falls, TX metro area growing?
Population estimates put the Wichita Falls metro area at 149,448 people in 2025, up 0.7% since 2020, slower than the U.S. (+3.1%). It has 56,774 households. Against the 2015–2019 survey, median household income rose 31.3%, before inflation.
How much do households in the Wichita Falls, TX metro area spend?
Households in the Wichita Falls metro area spend about $812.5M a year on rent and homeowner costs, $327.8M on groceries and $198.9M on food away from home. Relative to the U.S., household spending in the Wichita Falls metro area runs highest on vehicle insurance (an index of 124, where 100 is the U.S. average) and lowest on memberships, classes and admissions (65).
Which business types have the highest market scores in the Wichita Falls, TX metro area?
Of the business types scored in the Wichita Falls metro area, landscaping and lawn care companies (68); physical therapy clinics (65); and lawn care, cleaning and pest control companies (64) have the highest Groundwork market scores. For landscaping and lawn care companies, that ranks #87 of 385 scored metro areas.
How does the Wichita Falls, TX metro area compare with the U.S.?
Median household income in the Wichita Falls metro area is $65,379, 19% below the U.S. median of $80,734. The population rose 0.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $157,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for oil change and quick-lube shops (2.6 times the U.S. rate) and lowest for physical therapy clinics (52% 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. 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. 52 of the 56 business types have a score in the Wichita Falls metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Wichita Falls metro 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 Wichita Falls metro 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 Wichita Falls metro 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.