Small-town market profile · Washington
Pullman, WA area market data
Population, household spending and competition for 56 business types in the Pullman area, each scored against other small-town markets.
- Population, 2025
- 48,512
- +1.5% since 2020
- Households
- 18,721
- Median household income
- $55,406
- +29.6% vs. 2015–2019, before inflation
- Median home value
- $359,600
- Jobs located here
- 19,571
- Highest market score
- 81
- Child care and preschools, #14 of 454 scored small-town markets
A site report maps the competitors on map listings around any address in the Pullman area by name and distance, and the households and spending within reach. Or open the report at the center of the Pullman 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 48,512 people live in the Pullman area, in 18,721 households. Between 2020 and 2025, the population of the Pullman area grew 1.5%, slower than the U.S. (+3.1%). The median household income in the Pullman area is $55,406 a year, 31% below the U.S. median of $80,734. That rose 29.6% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Pullman area spend the most on vehicle maintenance and repairs (an index of 100, where 100 is the U.S. average) and the least on clothing, shoes and related services (79).
The highest Groundwork market scores in the Pullman area are for child care centers and preschools (81), primary care and pediatric clinics (79) and auto repair and car care businesses (78). The Pullman area ranks #14 of 454 scored small-town markets for child care centers and preschools.
The Pullman area is made up of one county, Whitman County. For its number of households, the Pullman area has the most map listings, relative to the U.S., for property management companies (97% above the U.S. rate) and the fewest for clothing, shoe and laundry businesses (73% below the U.S. rate).
All 56 business types in the Pullman area
Highest Groundwork market score first. Each score compares the Pullman 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 |
|---|---|---|---|---|---|---|---|
| Child care and preschools | 81 | #14 of 454 | 6 | 3.2 | $1.8M | 181 | 8 |
| Primary care and pediatrics | 79 | #26 of 458 | 6 | 3.2 | $3.6M | 202 | 9 |
| Auto repair and car care | 78 | #30 of 538 | 41 | 21.9 | $439K | 163 | 20 |
| Gyms, studios and classes | 76 | #23 of 535 | 21 | 11.2 | $802K | 121 | 4 |
| Pizza | 76 | #35 of 520 | 11 | 5.9 | $5.9M | 116 | 24 |
| Clothing, shoes and laundry | 75 | #56 of 536 | 12 | 6.4 | $2.5M | 287 | 4 |
| Spas and skin care | 74 | #28 of 504 | 7 | 3.7 | $2.4M | 269 | Under 3 |
| Fast food and sandwich shops | 74 | #61 of 537 | 19 | 10.1 | $3.4M | 112 | 24 |
| Clothing and shoe stores | 73 | #68 of 536 | 10 | 5.3 | $3M | 239 | 4 |
| Chiropractors | 72 | #39 of 426 | 7 | 3.7 | $3.1M | 129 | 3 |
| HVAC and plumbing | 72 | #39 of 476 | 7 | 3.7 | $6.6M | 138 | 8 |
| Barbershops | 72 | #55 of 377 | 5 | 2.7 | $3.3M | 175 | Under 3 |
| Convenience stores | 72 | #69 of 529 | 5 | 2.7 | $20.7M | 263 | 4 |
| Physical therapy | 71 | #50 of 400 | 5 | 2.7 | $4.3M | 179 | Under 3 |
| Doctors, dentists and clinics | 71 | #81 of 538 | 93 | 49.7 | $232K | 152 | 30 |
| Auto repair shops | 70 | #74 of 538 | 26 | 13.9 | $692K | 156 | 19 |
| Hair salons | 69 | #58 of 538 | 23 | 12.3 | $718K | 167 | 7 |
| Gas stations | 69 | #80 of 536 | 18 | 9.6 | $2.6M | 109 | 14 |
| Home repair trades | 68 | #68 of 526 | 16 | 8.5 | $2.9M | 119 | 16 |
| Insurance agencies | 68 | #117 of 537 | 16 | 8.5 | $2M | 162 | 12 |
| Salons, barbers and spas | 67 | #69 of 538 | 39 | 20.8 | $424K | 199 | 13 |
| Gyms | 67 | #71 of 506 | 14 | 7.5 | $1.2M | 92 | 4 |
| Lawn, cleaning and pest control | 67 | #78 of 481 | 5 | 2.7 | $4.4M | 259 | 21 |
| Pet grooming and boarding | 65 | #83 of 387 | 6 | 3.2 | $2.7M | 105 | 5 |
| Mortgage brokers and lenders | 59 | #54 of 177 | 6 | 3.2 | Index only | 129 | Under 3 |
| Grocery and convenience stores | 59 | #182 of 538 | 23 | 12.3 | $4.5M | 133 | 15 |
| Restaurants and cafes | 56 | #203 of 538 | 177 | 94.5 | $365K | 99 | 76 |
| Pet businesses | 55 | #212 of 527 | 23 | 12.3 | $698K | 79 | 13 |
| Veterinarians | 53 | #185 of 398 | 8 | 4.3 | $2M | 74 | 8 |
| Sit-down restaurants | 52 | #245 of 538 | 91 | 48.6 | $710K | 107 | 35 |
| Real estate agents and brokers | 51 | #247 of 533 | 39 | 20.8 | Index only | 142 | 15 |
| Dentists and orthodontists | 51 | #247 of 526 | 17 | 9.1 | $1.3M | 129 | 13 |
| Electricians | 50 | #159 of 295 | 7 | 3.7 | $6.6M | 55 | 8 |
| Collision repair and body shops | 48 | #207 of 387 | 7 | 3.7 | $2.6M | 83 | 6 |
| Grocery stores | 47 | #291 of 506 | 11 | 5.9 | $9.4M | 101 | 11 |
| Bakeries and dessert shops | 44 | #314 of 507 | 15 | 8.0 | $4.3M | 104 | 17 |
| Real estate | 41 | #378 of 536 | 56 | 29.9 | Index only | 125 | 39 |
| Property management | 33 | #149 of 180 | 11 | 5.9 | Index only | 50 | 20 |
| Optometrists and eye care | 33 | #326 of 400 | 12 | 6.4 | $1.8M | 57 | 5 |
| Coffee shops and cafes | 31 | #462 of 529 | 27 | 14.4 | $2.4M | 65 | 17 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 2.1 | $4.2M | 209 | Under 3 |
| Nail salons | Not scored | Not scored | 4 | 2.1 | $4.1M | 247 | 4 |
| Funeral homes | Not scored | Not scored | 3 | 1.6 | $603K | 89 | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 1.6 | $7.3M | 248 | 10 |
| Pet stores | Not scored | Not scored | 3 | 1.6 | $5.4M | 118 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 1.6 | $6M | 240 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 1.6 | $5.6M | 138 | 4 |
| Car washes and detailing | Not scored | Not scored | 2 | 1.1 | $9M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.1 | $23M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.5 | $21.8M | Too few | 11 |
| Laundromats | Not scored | Not scored | 1 | 0.5 | $30.4M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.5 | $18M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.5 | $21.8M | 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 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Pullman 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 | $18M | $961 | 100 |
| Gasoline and other fuels | $46.7M | $2,494 | 96 |
| Food away from home | $64.7M | $3,453 | 85 |
| Groceries | $103.5M | $5,528 | 87 |
| Personal care products and services | $16.5M | $882 | 88 |
| Child care and other personal services | $10.9M | $582 | 100 |
| Memberships, classes and admissions | $16.8M | $900 | 91 |
| Medical and dental services | $21.5M | $1,151 | 89 |
| Pets | $16.1M | $857 | 94 |
| Clothing, shoes and related services | $30.4M | $1,622 | 79 |
| Vehicle insurance | $32.6M | $1,743 | 89 |
| Home repairs, maintenance and insurance | $46.1M | $2,461 | 82 |
| Lawn care, cleaning and other household services | $21.8M | $1,163 | 82 |
| Rent and homeowner costs | $302.9M | $16,178 | 97 |
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 Pullman area
- Population, 2025 estimate
- 48,512+1.5% since 2020
- Households
- 18,721
- Median age
- 33.7
- Homes lived in by their owners
- 47%
- Vehicles per household
- 1.8
- Land area
- 2,159 sq. mi.
- People per square mile
- 22
- Median household income
- $55,406+29.6% vs. 2015–2019, before inflation
- Average household income
- $84,165
- Median home value
- $359,600
- Jobs located here
- 19,571
- Daytime population
- 49,541Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Pullman 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 Pullman 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 Pullman area 1
- Whitman County, WA47,003 people
Other markets based in Washington 12
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- Yakima, WA metro area257,152 people
- Bellingham, WA metro area230,503 people
- Mount Vernon-Anacortes, WA metro area131,328 people
- Wenatchee-East Wenatchee, WA metro area124,538 people
- Longview-Kelso, WA metro area112,360 people
- Walla Walla, WA metro area62,161 people
- Moses Lake, WA area101,799 people
Questions
How fast is the Pullman, WA area growing?
Population estimates put the Pullman area at 48,512 people in 2025, up 1.5% since 2020, slower than the U.S. (+3.1%). It has 18,721 households. Against the 2015–2019 survey, median household income rose 29.6%, before inflation.
How much do households in the Pullman, WA area spend?
Households in the Pullman area spend about $302.9M a year on rent and homeowner costs, $103.5M on groceries and $64.7M on food away from home. Relative to the U.S., household spending in the Pullman area runs highest on vehicle maintenance and repairs (an index of 100, where 100 is the U.S. average) and lowest on clothing, shoes and related services (79).
Which business types have the highest market scores in the Pullman, WA area?
Of the business types scored in the Pullman area, child care centers and preschools (81), primary care and pediatric clinics (79) and auto repair and car care businesses (78) have the highest Groundwork market scores. For child care centers and preschools, that ranks #14 of 454 scored small-town markets.
How does the Pullman, WA area compare with the U.S.?
Median household income in the Pullman area is $55,406, 31% below the U.S. median of $80,734. The population rose 1.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $359,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for property management companies (97% above the U.S. rate) and lowest for clothing, shoe and laundry businesses (73% 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. 40 of the 56 business types have a score in the Pullman 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 Pullman 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 Pullman 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 Pullman 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.