Key takeaways:
- Dislocation, divorce, death and downsizing are now joined by distribution and decluttering, forming the six Ds of self storage demand.
- The West dominates self storage demand, with 59 metros in the region ranking among the top 100 nationwide for the strongest mix of demand drivers.
- The South ranks second, with 26 metros in the top 100, followed by the Midwest (13) and the Northeast (3).
- At the state level, Washington leads with 11 metros in the top 100, followed by Texas.
- Among major metro areas, Tucson, AZ, and Oklahoma City, OK, stand out for having the strongest combination of self storage demand drivers.
Life events continue to drive the U.S. self storage market, with moving, housing affordability, and economic shifts fueling sustained demand. Search interest in self storage has surged 88% since 2020, reaching a record 25 million annual searches in 2024.
As the industry navigates post-pandemic fluctuations and oversaturation in select markets, it has adapted to better serve customers when and where they need storage most. The national self storage inventory now exceeds 2 billion square feet, with 58.5 million square feet of rentable space delivered in 2024.
With self storage continuing to expand alongside shifting housing and economic trends, one big question stands out: where is all this demand coming from? Traditionally, self storage demand has been tied to what economists call the “4 Ds”—dislocation, death, divorce, and downsizing. However, the pandemic reshaped the landscape, adding two new major drivers: decluttering and distribution. The rise of remote work and e-commerce has only amplified the need for extra space, solidifying the “6 Ds” as the framework for understanding self storage growth today.
With these drivers in mind, we set out to analyze which metro areas have the strongest mix of demand factors and where demand is most concentrated to support strong market performance.
Our analysis of 500+ U.S. metro areas shows that the West leads the nation in self storage interest, with 59 metros ranking among the top 100 demand hotspots. The South follows, with 26 metros in the top 100, while the Midwest and Northeast trail behind with 13 and 3 metros, respectively.
The West dominates in self storage demand, driven by limited home space, business optimization and student storage needs
With 59 metros in the top 100 — including the entire top 10 — the West stands out as a powerhouse for self storage demand. States like Washington, California and Oregon are small-living strongholds, where residents embrace discretionary spending and a passion for outdoor recreation, often requiring ample gear storage. It’s no surprise, then, that westerners show a high level of interest in self storage, driven by limited home space, downsizing, decluttering and distribution needs.
Zooming in on city-level demand, Carson City, NV, claims the #1 spot in self storage interest, driven by key factors such as downsizing, decluttering and distribution. The city ranks first in online searches related to downsizing, second in online interest in self storage, and second in the number of small businesses per 10,000 people.
These factors, combined with Carson City’s high divorce rate of 15% (the 10th-highest in the nation) and a 7% population increase over the past five years, have created a strong customer base for self storage. Local developers have responded to the growing need for space optimization by building storage units throughout the city. As a result, Carson City now boasts an ample supply of 19 square feet per capita — well above industry standards.
Shelton, WA, ranks second in self storage demand, driven primarily by business storage needs, a large senior population in the downsizing stage and a general interest in decluttering.
Ranked third in self storage demand, Corvallis, OR, showcases the diverse drivers fueling storage needs in the West. The metro ranks #9 for downsizing-related searches and #11 for self storage interest, while its large student population further amplifies demand. Business storage is also in high demand, with the local manufacturing sector poised for expansion. Meanwhile, plans to expand housing in response to projected population growth suggest that self storage will remain a key component of the city’s evolving landscape.
With large senior populations and above-average divorce rates, Montana also stands out for its self storage demand potential, driven by both empty nesters downsizing and life-event-related relocations. The state boasts the highest concentration of top-ranking metros, including Helena (#5), Missoula (#10), Billings (#13) and Great Falls (#15). Missoula ranks #1 in online searches for self storage, while Great Falls ranks #5 in downsizing-related searches.
While Montana has some of the largest single family homes in the country, its apartment renters face tighter living spaces, with units averaging 828 square feet — well below the national average of 849 square feet — driving an increased need for storage away from home.
Another key driver of self storage demand in Montana stems from homeowners’ association restrictions on parking recreational vehicles, boats and other large items on residential properties. As a result, many residents are turning to self storage when parking in driveways or on the street isn’t an option. This demand for RV storage is particularly strong in Montana and across much of the West — an unsurprising trend, as the region leads the nation in RV ownership.
Meanwhile, California’s need for extra space goes beyond high housing costs, frequent moves and small living spaces. With some of the most expensive real estate in the U.S., many renters are doubling up in larger households, driving even greater demand for storage. In fact, more than half of the top 20 metros with the largest household sizes are in California.
Take El Centro, CA, for example — it has one of the highest average household sizes in the rankings, with 3.45 people per household, making extra space even more of a necessity.
The South comes in second with Texas’s economic boom pulling in new migrants
The South holds the second position in self storage demand potential with 26 metro areas in the top 100. This may come as no surprise, especially as the South holds strong to its position as the nation’s net migration magnet and development hotspot. Besides migration, increased interest in self storage may also stem from the region’s economic boom, which drives high disposable incomes and a constant flow of goods. Plus, high or fluctuating temperatures may lead people to use climate-controlled storage, even if they have garages or storage spaces at home.
In Texas, self storage demand is fueled by a wide range of factors tied to the “6 Ds,” with high migration rates and a thriving commercial sector standing out as key drivers. Business storage, in particular, is on the rise, reflecting the state’s entrepreneurial growth. Take Granbury, for example. With the 14th-highest demand among metros, Granbury ranks among the top in several categories, including downsizing (#14), decluttering (#5) and small businesses per 10,000 people (#6).
Granbury’s local economy is set to strengthen further, thanks to government-backed initiatives aimed at upgrading the city’s airport infrastructure. These investments, according to Secretary of Commerce Gina Raimondo, are designed to “spur job creation, attract new businesses, and build a more resilient regional economy.” More small businesses typically translate to increased storage demand, as self storage offers a cheaper, more flexible alternative to traditional warehouse space.
Other southern metros also rank high for self storage demand. Waco, TX — one of the most populous metros in the top rankings — lands at #20 overall. With a high average household size and relatively small apartments, it’s no surprise that Waco also ranks among the top metros for self storage searches. The same holds true for Abilene, TX, which comes in at #22.
Southern demand for extra space extends beyond Texas. In Florida, Sebastian-Vero Beach — one of the cities hardest hit by the affordability crisis — ranks #5 in decluttering-related searches, #11 in downsizing-related searches, and #8 in self storage demand among seniors.
Beyond individual metro areas, the South leads the nation in building permits, reinforcing its status as the country’s development and expansion hub — a trend that directly fuels the region’s surging self storage demand.
The Midwest’s self storage market rides the wave of student and business storage demand
The Midwest has been making an economic comeback in recent years, though its growth in 2024 was slower compared to previous years. Moving activity remains strong, adding to robust storage demand driven by college students and business-related needs.
Rapid City, SD, ranks as the highest Midwest metro on the list, landing at #27. The city has a high concentration of building permits — nearly 109 per 10,000 people — while also ranking high in online self storage interest, with 262 searches per 10,000 people. Additionally, it performs well in business storage demand, supported by a strong small-business presence.
Business storage remains a key driver of demand in the Midwest, as the region supports a diverse economy spanning advanced manufacturing, renewable energy and more. Casper, WY, for example, ranks #5 nationally in business storage searches — no surprise given its sustained economic growth.
Small living spaces drive demand in the Northeast
Self storage demand in the Northeast is shaped by small living spaces and distinct demographic trends. As many states have an average apartment size below the national average, residents often rely on self storage to compensate for limited in-home space.
Decluttering and downsizing trends are particularly prominent in the Northeast, where Pennsylvania is a standout state, with seven of its metros ranking highly in online searches for these topics.
This suggests that residents are actively seeking storage solutions to reduce household clutter or transition to smaller living environments. For example, Pottsville, PA, ranks eighth nationwide for smallest apartment sizes and first in online interest for decluttering, which further shows the space constraints faced by residents in this metro.
Gettysburg, PA, is the Northeastern metro area that clutches the highest position in our ranking: #16. The metro does well in terms of online searches for downsizing, decluttering and business storage. The tourist magnet also has plenty of small businesses currently benefitting from the area’s post-pandemic economic revival.
The Northeast’s self storage demand is also shaped by its inheritance-driven market. The region’s older population and long-established family ties contribute to storage needs related to estate transitions and inherited belongings. Many residents turn to self storage as a way to manage the belongings of aging relatives or to preserve family heirlooms, particularly in metros with strong ties to multigenerational living.
Self storage demand in the largest U.S. metros
There is a high degree of diversity across both regions and demand drivers among the top 10 large metro areas with the greatest potential for self storage.
1. Tucson, AZ
What’s driving demand: Tucson, AZ, leads the top 10 large metros in self storage demand, primarily due to its small average apartment size of 772 square feet — the smallest among the biggest metros and 10th-smallest in the entire top 500.
Additionally, Tucson ranks #2 among large metros for downsizing interest, has a large senior population (22%, ranking #7) and boasts the highest number of students in college or graduate school among the biggest metros — all contributing to strong self storage demand.
The local self storage market: Tucson’s self storage inventory stands at nearly nine square feet per capita, exceeding the national average of 7.27 square feet. This ample supply helps keep prices affordable, with rental rates averaging $111 per month, down 3% year-over-year. With a combination of high supply and diverse demand drivers, Tucson’s self storage market strikes a balance between affordability and availability, making it an attractive option for a wide range of renters.
2. Oklahoma City, OK
What’s driving demand: Oklahoma City ranks high in online interest in decluttering (#6), which reflects a strong demand for self storage as residents seek to organize and streamline their living spaces. Plus, the metro ranks 11th in divorce rates, a life event that often drives storage needs during transitions. Oklahoma City also ranks ninth in terms of small businesses per 10K people, further boosting the need for business storage solutions.
The local self storage market: Oklahoma City has the lowest average rates among the big metros at just $86. This affordability is made possible by the metro’s above-average supply of 8.65 square feet per capita, which ensures ample storage options for residents.
3. Grand Rapids-Kentwood, MI
What’s driving demand: When looking at internet searches, few large metro areas seem as primed for self storage demand as Grand Rapids-Kentwood. The metro ranks first in online interest for downsizing, eighth in online interest for self storage and ninth in online searches for decluttering.
The local self storage market: Grand Rapids-Kentwood has almost seven square feet of self storage per capita and an average rent of $110 — the ninth-lowest among the large cities.
4. Salt Lake City, UT
What’s driving demand: Among all major metros, Salt Lake City ranks second in online interest for self storage, with a whopping 209 searches per 10,000 people (#2). It also ranks quite high in internet searches related to downsizing and decluttering, while also having one of the largest household sizes among the big metros (#6).
The local self storage market: With 8.7 square feet of self storage per capita, Salt Lake City's overall supply is above average. As a result, rental rates average $128 per month, making self storage in Salt Lake City more affordable than the national average.
5. Jacksonville, FL
What’s driving demand: Among the largest metros, Jacksonville has the fifth-highest divorce rate and ranks 14th in online interest related to decluttering and downsizing. The metro also ranks third in building permits, with a staggering 121 permits per 10,000 people — one of the highest rates in the nation. Additionally, Jacksonville is poised for strong new apartment construction, which is expected to further drive self storage demand.
The local self storage market: Despite Jacksonville’s large self storage inventory of over 10 square feet per capita, the average rental rate sits at $134, remaining stable with a 1% year-over-year change, indicating a well-balanced market that meets demand without significant price fluctuations.
6. Fresno, CA
What’s driving demand: Fresno ranks third in small businesses per 10,000 people and seventh in online interest for business storage. What's more, it shows the fifth highest interest in decluttering while also having the second highest average household size (more than 3 people per household).
The local self storage market: Fresno has almost eight square feet of self storage per capita, which is slightly above average by industry standards. Storage units in Fresno now go for $125 on average.
7. Tulsa, OK
What’s driving demand: A metro experiencing strong economic growth, Tulsa ranks fourth in online interest for decluttering and in the number of small businesses per 10K residents, which drives up searches for business storage. In addition, Tulsa has the sixth-largest divorce rate among the big metros, which may partly explain its online interest in storage away from home.
8. Phoenix-Mesa-Chandler, AZ
What’s driving demand: The Phoenix-Mesa-Chandler metro ranks eighth in building permits per 10,000 people and 13th in average household size, signaling strong housing demand. With a 4% population growth, the need for new housing remains high, which could, in turn, drive increased demand for self storage as residents seek extra space during moves and transitions.
The local self storage market: The metro has more than eight square feet of self storage per capita, which is slightly above average by industry standards. In turn, storage units in Phoenix-Mesa-Chandler now go for $124 on average.
9. Providence-Warwick, RI-MA
What’s driving demand: When it comes to online searches, many Providence-Warwick residents are interested in business storage (#5) and decluttering (#3) — which makes sense given that the metro has the sixth-smallest apartment size average among the big metros. In addition, this metro area also ranks eighth when it comes to college and graduate school students.
The local self storage market: Providence has a low inventory of 5.1 square feet per capita, which drives its rent rate to $138, above the national average. Providence remains one of the top underserved markets for self storage development.
10. San Antonio-New Braunfels, TX
What’s driving demand: San Antonio-New Braunfels has the eighth largest household size and the seventh highest population change over the last five years (7%). It also ranks high in online interest for decluttering, indicating further potential for self storage demand.
The local self storage market: The metro's self storage supply towers above the national average, with 10.48 square feet per capita. In turn, its average rent rate sits at an affordable $124.
Conclusion
The self storage industry is intricately tied to the “6 Ds” — Downsizing, Distribution, Dislocation, Decluttering, Divorce and Death — all of which capture the life transitions, lifestyle trends and economic shifts that are driving demand. Across the U.S., these drivers influence regional markets differently, but one conclusion is clear: The West dominates the demand landscape.
The West and South are uniquely positioned to lead the nation's self storage expansion, thanks to their senior population, inflow of economic migrants and strong online interest in downsizing and decluttering.
Here is our full ranking of the U.S. metro areas with the highest and lowest self storage demand potential.
Frequently Asked Questions
1. What are the 6 Ds of self storage?
Self storage demand is often driven by six key factors, collectively known as the “6 Ds”: Downsizing, Distribution, Dislocation, Decluttering, Divorce and Death. These factors capture the diverse needs of individuals and businesses navigating life changes, space constraints and logistical challenges.
- Downsizing
Downsizing is a prominent driver of storage demand, particularly among seniors moving to smaller homes, empty nesters seeking simpler lifestyles and people going for a smaller living space due to financial or personal reasons. This trend shows up especially in areas with high concentrations of retirees, such as Florida, where downsizing searches per 10,000 residents and the population over 65 highlight the prevalence of this need. Self storage allows individuals to retain their cherished belongings or seasonal items without having to compromise the simplicity of a downsized lifestyle.
- Distribution
More and more businesses rely on self storage to manage inventory, equipment and supplies, which is why distribution is another major demand driver. We’ve measured this trend in metrics such as business storage searches per 10,000 people and the number of small businesses per capita, which indicate a rising need for flexible storage solutions. Self storage is particularly beneficial for small and online businesses that lack the resources for large warehouse spaces. In urban areas, storage units can serve as mini-warehouses for e-commerce entrepreneurs, while rural regions rely on localized storage solutions to streamline logistics. As e-commerce continues to expand, distribution-related storage demand remains strong across diverse markets. - Dislocation
Relocation due to job changes, education and other personal or social circumstances is a common reason people turn to self storage. This demand is particularly pronounced in regions with significant population movement, particularly driven by changing interstate migration trends in regions with high incomes. In our metrics, we gauged at this demand driver by using the percentage of students in college or graduate school and five-year population growth rates. For instance, the South and West, which continue to see robust migration trends, often require additional storage facilities to support these transitions. College towns and metropolitan hubs, where frequent moves are part of the lifestyle, further amplify this demand. - Decluttering
The growing popularity of organizational trends has made decluttering one of the fastest-growing drivers of self storage demand. Decluttering searches per 10,000 residents serve as a key metric to gauge this trend, as they reflect the increasing desire for organized living spaces. This demand is particularly strong in densely populated areas with smaller apartment sizes, where limited home storage space makes external storage a practical solution. However, studies show that many houses may also be lacking in storage space. Self storage enables homeowners to maintain organization without permanently parting with possessions. - Divorce
Divorce is another big driver of self storage demand since it often leads to the division of households. As they separate, individuals may find themselves moving into smaller homes, apartments or temporary accommodations. In turn, this increases their need for secure storage for personal belongings. In regions with higher divorce rates, such as parts of the South and West, this trend is particularly evident. These areas often experience heightened demand for flexible storage options as individuals go through life changes that disrupt their usual living arrangements. - Death
The passing of a loved one often comes with scenarios that create the need for self storage, as families manage inherited belongings, prepare estates for sale or transition to smaller living arrangements. This process is frequently complicated by inheritance taxes, which may delay decisions about how to handle an estate’s contents. In such cases, self storage provides a secure and temporary solution, which allows families to sort through possessions on their own schedule rather than rushing through emotionally charged decisions. Areas with aging populations, such as Florida and parts of the Northeast, often experience elevated demand tied to this factor, since these regions see a higher incidence of estates requiring management and storage.
2. Which U.S. metro areas have the most self storage space per capita?
Heber, UT, has the biggest inventory of self storage: over 29 square feet per capita. That’s eight square feet over the inventory of Coeur d’Alene, ID, at the second spot. However, the rest of the top 10 is dominated by southern metros: Athens, TX, Greenwood, SC, Daphne-Fairhope-Foley, AL, Panama City, FL, and Fayetteville-Springdale-Rogers, AR. Other metros in the top 10 are Rapid City, SD (#5), and Carson City, NV (#8).
On a microeconomic level, these metros have expanded their inventories thanks to strong local demand for self storage — fueled by population growth, urbanization and changing consumer preferences for mobility and decluttering. On a macroeconomic level, these areas benefit from regional economic growth and urbanization trends that attract investment in self storage facilities, reflecting a broader trend of seeking stable investment opportunities.
3. Do high-demand self storage markets have higher rental rates?
The correlation between rent rates and demand can be tricky — because local stock must also be taken into consideration. In metros where demand is high but the local market is also well supplied, competition among operators translates into a renter-friendly market. Based on available data, quite a few of the top metros with the biggest self storage demand also go above the average national rate. For instance, Napa, CA, which holds the 20th spot in demand, has a supply of eight square feet per capita and an average rate of $206 — the sixth-highest in the nation, 54% over the national average of $133.
4. What role does population growth play in self storage demand?
Population growth can come in many forms, with varying degrees of impact upon the self storage industry.
For self storage demand, the most important form of population growth has to do with changes in household size, whether we’re talking about births or family members moving in with one another as part of a multigenerational household. In these scenarios, individuals will naturally gravitate toward self storage as a way of decluttering.
Another important form of population growth has to do with in-state migration. Economic migration from one state to another may involve temporary storage as well as downsizing.
5. How do seasonal trends affect self storage demand?
Since high summer is the peak moving season, May to late August is also the peak season for self storage demand. What follows is a seasonal slump in demand during the fall. However, our data shows that online interest in RV storage peaks during October, which could slow down the drop in demand in some locations. In addition, Halloween drives self storage demand up in early November as many Americans find themselves in need of a place to put their costumes and decorations and turn to self storage. After these slight pauses in demand decline, demand dwindles considerably in the winter and picks up in the spring.
Expert opinions
For a deeper look into the demand drivers that shape the self storage market, we turned to experts in the field.
Doug Ressler, Business Intelligence Manager at Yardi Matrix
What factors influence the growth of the self storage sector?
The self storage business remains quite fragmented, with public companies and other institutional investors owning just more than 40 percent of the country's inventory of storage units. That presents an opportunity for those with a long view. The sector is subject to oversupply risk, or arguably an under-demand risk, which it's currently facing. As leases generally are month-to-month, vacancy risk increases during weak or uncertain economic times.
In addition, the sector is heavily reliant on the residential market, particularly on people's tendency to move from one location to another. When they move, people often will lease storage space either temporarily or more permanently, to store goods that might not fit in their new abodes. Compelling long-term, drivers for growth in the self storage sector, include a reactivated housing market and continuing migration to the southeast and southwest areas of the U.S.
Methodology
This analysis was done by StorageCafe, an online platform that provides storage unit listings across the nation.
The scope of this study was to identify the markets with the highest demand for self storage. To this end, we calculated the 6D score for each metro area based on these demand drivers associated with the “6 Ds” of self storage: Downsizing, Distribution, Dislocation, Decluttering, Divorce, and Death.
We analyzed the 508 largest metro areas based on population in the United States and ranked them based on the metrics below:
Data on self storage comes from Yardi Matrix, StorageCafe’s sister division and a business development and asset management tool for brokers, sponsors, banks and equity sources underwriting investments in the multifamily, office, industrial and self storage sectors.
Fair use and distribution
This study serves as a resource for the general public on issues of common interest and should not be regarded as investment advice. The data is true to the best of our knowledge but may change if amendments to it are made. We agree to the distribution of this content but we do require a mention in return for attribution purposes.
