The cost of college is rising rapidly across the country, putting students and their families under immense financial pressure. As of Q2 2025, the total student loan debt in the U.S. has reached an astounding $1.814 trillion, with the average federal borrower carrying around $39,075 in debt. When private loans are included, that number jumps to $42,673. Housing costs are also on the rise, with the median rent in the U.S. reaching $1,847 per month by the end of 2024 — a 9.3% increase in just three years. These soaring costs have many households facing the prospect of decades of debt.
However, Brookings, South Dakota, stands as a bright exception to this trend. WalletHub recently ranked it as the second most affordable college town in the nation, out of 415 U.S. cities. With its low living costs, Brookings offers students, retirees, and families the opportunity to enjoy more affordable everyday expenses. South Dakota is also one of the most affordable states to retire in, making it an appealing option for people in different life stages. Home to South Dakota State University, the town benefits from a strong economic foundation. According to the South Dakota Board of Regents’ 2021 Economic Impact Report, the state's six public universities contribute $2.1 billion to the economy and support over 12,000 jobs. Brookings offers more than affordability — it also boasts unique attractions, including the state’s only children's museum and the Agricultural Heritage Museum.
Living Costs in Brookings
Brookings stands out in terms of everyday expenses. According to RentCafe, the average rent for an apartment in the town was $1,163 in August 2025, significantly lower than the $2,519 average in Boulder, Colorado. Housing isn’t the only area where residents save. Brookings also offers lower utility costs, with the average electricity rate in Brookings County at just 12.77 ¢/kWh in November 2024 — about 27% lower than the national average of 17.47 ¢/kWh for June 2025. This results in further savings for students and families alike.
Groceries, a significant expense for college students, are also cheaper in Brookings. The average monthly grocery bill for an individual in the town is $354, according to Salary.com, nearly 30% below the national average of $504. South Dakota's lack of a personal income tax also helps residents, including college students, take home more of their earnings. Retirees benefit as well, since Social Security income is exempt from state taxes.
Perks of Living in Brookings
Brookings offers a mix of outdoor activities and campus energy, providing something for everyone — from college students to retirees. The 135-acre Dakota Nature Park is a prime spot for outdoor recreation, where visitors can enjoy fishing, kayaking, biking, or snowshoeing. Rentals are available for just $7 per hour. The Larson Nature Center offers educational programs focusing on local wildlife and ecology, enriching the community’s connection to the natural world. For golf enthusiasts, Edgebrook Golf Course provides an 18-hole public course, with daily rates starting at $22.
In the summer, residents flock to Hillcrest Aquatic Center, where a $63 discount card grants 10 daily admissions (just $6.30 each), or individuals can opt for a $70 season pass. This is just one of the many affordable ways that Brookings residents enjoy high-quality recreation. The local calendar is packed with events, such as the Brookings Farmers Market, which runs every Saturday from May through October, and on the first Saturdays and third Thursdays from November to April. The market offers fresh local produce, ready-to-eat meals, and live music. One of the standout community events is the annual Brookings Kite Festival, held in June at Fishback Soccer Complex. College students, retirees, and people of all ages come together to fly handmade kites, participate in workshops, and enjoy a fun, free event that’s become a cherished local tradition.
In Brookings, residents can enjoy a high quality of life while spending less — a rare combination that’s attracting more people to this affordable, vibrant town.