Small-town market profile · California
Susanville, CA area market data
How the Susanville area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 28,117
- −13.1% since 2020
- Households
- 9,247
- Median household income
- $67,403
- +19.6% vs. 2015–2019, before inflation
- Median home value
- $265,300
- Jobs located here
- 7,005
- Highest market score
- 68
- Doctors, dentists and clinics, #101 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Susanville area by name and distance, and the households and spending within reach. Or open the report at the center of the Susanville 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
The Susanville area has an estimated 28,117 people and 9,247 households. Population estimates put the population change in the Susanville area from 2020 to 2025 at −13.1%, against +3.1% for the U.S. Median household income in the Susanville area is $67,403, 17% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 19.6%, before inflation.
Relative to the U.S., household spending in the Susanville area runs highest on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and lowest on clothing, shoes and related services (78).
Of the business types scored in the Susanville area, medical and dental practices (68), restaurants and cafes (67) and sit-down restaurants (66) have the highest Groundwork market scores. For medical and dental practices, that ranks #101 of 538 scored small-town markets.
The Susanville area is made up of one county, Lassen County. Against the U.S., map listings per household run highest for gas stations (2.2 times the U.S. rate) and lowest for medical and dental practices (64% below the U.S. rate).
All 56 business types in the Susanville area
Highest Groundwork market score first. Each score compares the Susanville 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 |
|---|---|---|---|---|---|---|---|
| Doctors, dentists and clinics | 68 | #101 of 538 | 28 | 30.3 | $383K | 251 | 12 |
| Restaurants and cafes | 67 | #98 of 538 | 67 | 72.5 | $483K | 130 | 29 |
| Sit-down restaurants | 66 | #98 of 538 | 33 | 35.7 | $980K | 148 | 12 |
| Salons, barbers and spas | 63 | #104 of 538 | 24 | 26.0 | $348K | 164 | 4 |
| Auto repair and car care | 63 | #146 of 538 | 29 | 31.4 | $347K | 129 | 13 |
| Insurance agencies | 61 | #172 of 537 | 9 | 9.7 | $2.1M | 165 | 6 |
| Gyms | 58 | #171 of 506 | 6 | 6.5 | $1.3M | 103 | Under 3 |
| Auto repair shops | 56 | #202 of 538 | 18 | 19.5 | $558K | 126 | 11 |
| Fast food and sandwich shops | 56 | #221 of 537 | 10 | 10.8 | $3.2M | 106 | 15 |
| Hair salons | 54 | #222 of 538 | 16 | 17.3 | $522K | 121 | Under 3 |
| Real estate agents and brokers | 51 | #239 of 533 | 14 | 15.1 | Index only | 199 | 7 |
| Clothing, shoes and laundry | 50 | #264 of 536 | 7 | 7.6 | $2.1M | 241 | Under 3 |
| Clothing and shoe stores | 49 | #279 of 536 | 5 | 5.4 | $3M | 234 | Under 3 |
| Dentists and orthodontists | 48 | #271 of 526 | 6 | 6.5 | $1.8M | 182 | 7 |
| Pizza | 47 | #289 of 520 | 8 | 8.7 | $4M | 80 | 15 |
| Grocery and convenience stores | 45 | #328 of 538 | 14 | 15.1 | $3.7M | 110 | 9 |
| Real estate | 40 | #389 of 536 | 23 | 24.9 | Index only | 152 | 13 |
| Pet businesses | 38 | #400 of 527 | 14 | 15.1 | $565K | 64 | Under 3 |
| Gyms, studios and classes | 37 | #417 of 535 | 15 | 16.2 | $534K | 81 | Under 3 |
| Home repair trades | 30 | #468 of 526 | 11 | 11.9 | $2.1M | 87 | 19 |
| Coffee shops and cafes | 28 | #482 of 529 | 11 | 11.9 | $2.9M | 79 | Under 3 |
| HVAC and plumbing | 26 | #448 of 476 | 6 | 6.5 | $3.9M | 81 | 12 |
| Property management | 25 | #167 of 180 | 6 | 6.5 | Index only | 46 | 6 |
| Grocery stores | 25 | #447 of 506 | 7 | 7.6 | $7.5M | 81 | 9 |
| Martial arts and dance studios | 23 | #354 of 378 | 8 | 8.7 | $1M | 50 | Under 3 |
| Gas stations | 20 | #500 of 536 | 22 | 23.8 | $1.2M | 50 | 15 |
| Bakeries and dessert shops | Not scored | Not scored | 4 | 4.3 | $8.1M | 195 | Under 3 |
| Child care and preschools | Not scored | Not scored | 4 | 4.3 | $1.2M | 122 | 10 |
| Collision repair and body shops | Not scored | Not scored | 4 | 4.3 | $2.5M | 82 | 5 |
| Electricians | Not scored | Not scored | 4 | 4.3 | $5.8M | 48 | 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 4 | 4.3 | $2.7M | 162 | 4 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 4.3 | $2M | 78 | Under 3 |
| Pet stores | Not scored | Not scored | 4 | 4.3 | $2M | 44 | Under 3 |
| Barbershops | Not scored | Not scored | 3 | 3.2 | $2.8M | 148 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 3.2 | Index only | 130 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 3 | 3.2 | $3.6M | 201 | 5 |
| Spas and skin care | Not scored | Not scored | 3 | 3.2 | $2.8M | 318 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 3.2 | $3.4M | 134 | Under 3 |
| Veterinarians | Not scored | Not scored | 3 | 3.2 | $2.6M | 97 | Under 3 |
| Convenience stores | Not scored | Not scored | 2 | 2.2 | $26.2M | Too few | Under 3 |
| Funeral homes | Not scored | Not scored | 2 | 2.2 | $761K | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 2.2 | $5.4M | Too few | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 2 | 2.2 | $5.4M | Too few | 4 |
| Nail salons | Not scored | Not scored | 2 | 2.2 | $4.2M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 2 | 2.2 | $5.4M | Too few | Under 3 |
| Car washes and detailing | Not scored | Not scored | 1 | 1.1 | $10.1M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 1.1 | $14.8M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 1.1 | $14.8M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 1.1 | $10.1M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 1 | 1.1 | $10.7M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 1 | 1.1 | $23.2M | Too few | 4 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 1.1 | $8M | Too few | Under 3 |
| Chiropractors | 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 |
| Pest control | 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 Susanville 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 | $10.1M | $1,087 | 113 |
| Gasoline and other fuels | $26.3M | $2,842 | 109 |
| Food away from home | $32.3M | $3,497 | 86 |
| Groceries | $52.4M | $5,664 | 90 |
| Personal care products and services | $8.4M | $903 | 90 |
| Child care and other personal services | $4.9M | $530 | 91 |
| Memberships, classes and admissions | $8M | $867 | 88 |
| Medical and dental services | $10.7M | $1,161 | 90 |
| Pets | $7.9M | $856 | 94 |
| Clothing, shoes and related services | $14.8M | $1,605 | 78 |
| Vehicle insurance | $18.6M | $2,015 | 103 |
| Home repairs, maintenance and insurance | $23.2M | $2,511 | 83 |
| Lawn care, cleaning and other household services | $10.9M | $1,177 | 83 |
| Rent and homeowner costs | $151.7M | $16,409 | 98 |
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 Susanville area
- Population, 2025 estimate
- 28,117−13.1% since 2020
- Households
- 9,247
- Median age
- 40.4
- Homes lived in by their owners
- 68%
- Vehicles per household
- 2.0
- Land area
- 4,541 sq. mi.
- People per square mile
- 7
- Median household income
- $67,403+19.6% vs. 2015–2019, before inflation
- Average household income
- $80,989
- Median home value
- $265,300
- Jobs located here
- 7,005
- Daytime population
- 30,176Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Susanville 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 Susanville 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 Susanville area 1
- Lassen County, CA30,356 people
Other markets based in California 12
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- Riverside-San Bernardino-Ontario, CA metro area4,675,704 people
- San Francisco-Oakland-Fremont, CA metro area4,645,029 people
- San Diego-Chula Vista-Carlsbad, CA metro area3,288,774 people
- Sacramento-Roseville-Folsom, CA metro area2,426,388 people
- San Jose-Sunnyvale-Santa Clara, CA metro area1,969,337 people
- Fresno, CA metro area1,177,665 people
- Bakersfield-Delano, CA metro area915,075 people
- Oxnard-Thousand Oaks-Ventura, CA metro area837,469 people
- Stockton-Lodi, CA metro area797,334 people
- Modesto, CA metro area553,990 people
- Santa Rosa-Petaluma, CA metro area485,040 people
Questions
How fast is the Susanville, CA area growing?
Population estimates put the Susanville area at 28,117 people in 2025, down 13.1% since 2020, against +3.1% for the U.S. It has 9,247 households. Median household income rose 19.6% from the 2015–2019 survey, before inflation.
How much do households in the Susanville, CA area spend?
Households in the Susanville area spend about $151.7M a year on rent and homeowner costs, $52.4M on groceries and $32.3M on food away from home. Set against the U.S., households in the Susanville area spend the most on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and the least on clothing, shoes and related services (78).
Which business types have the highest market scores in the Susanville, CA area?
The highest Groundwork market scores in the Susanville area are for medical and dental practices (68), restaurants and cafes (67) and sit-down restaurants (66). The Susanville area ranks #101 of 538 scored small-town markets for medical and dental practices.
How does the Susanville, CA area compare with the U.S.?
The median household income in the Susanville area is $67,403 a year, 17% below the U.S. median of $80,734. The population fell 13.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $265,300, against $332,700 for the U.S. For its number of households, the Susanville area has the most map listings, relative to the U.S., for gas stations (2.2 times the U.S. rate) and the fewest for medical and dental practices (64% 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. 26 of the 56 business types have a score in the Susanville 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 Susanville 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 California · Every U.S. market · How we measure
Screening a site or an acquisition in the Susanville 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 Susanville 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.