Small-town market profile · Illinois
Danville, IL area market data
How the Danville area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 71,259
- −3.7% since 2020
- Households
- 30,084
- Median household income
- $56,877
- +22.3% vs. 2015–2019, before inflation
- Median home value
- $97,200
- Jobs located here
- 24,379
- Highest market score
- 73
- Optometrists and eye care, #37 of 400 scored small-town markets
A site report maps the competitors on map listings around any address in the Danville area by name and distance, and the households and spending within reach. Or open the report at the center of the Danville 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 Danville area has an estimated 71,259 people and 30,084 households. Population estimates show the Danville area declined 3.7% from 2020 to 2025, against +3.1% for the U.S. Median household income in the Danville area is $56,877, 30% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.3%, before inflation.
Relative to the U.S., household spending in the Danville area runs highest on medical and dental services (an index of 97, where 100 is the U.S. average, so still below it) and lowest on child care and other personal services (54).
Of the business types scored in the Danville area, optometrists and eye clinics (73), dentists and orthodontists (71) and physical therapy clinics (68) have the highest Groundwork market scores. For optometrists and eye clinics, that ranks #37 of 400 scored small-town markets.
The Danville area is made up of one county, Vermilion County. Against the U.S., map listings per household run highest for funeral homes (2.7 times the U.S. rate) and lowest for real estate agents and brokers (64% below the U.S. rate).
All 56 business types in the Danville area
Highest Groundwork market score first. Each score compares the Danville 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 |
|---|---|---|---|---|---|---|---|
| Optometrists and eye care | 73 | #37 of 400 | 6 | 2.0 | $6.3M | 200 | 3 |
| Dentists and orthodontists | 71 | #64 of 526 | 14 | 4.7 | $2.7M | 273 | 12 |
| Physical therapy | 68 | #65 of 400 | 5 | 1.7 | $7.5M | 313 | 7 |
| Doctors, dentists and clinics | 64 | #136 of 538 | 143 | 47.5 | $263K | 173 | 53 |
| Veterinarians | 60 | #124 of 398 | 8 | 2.7 | $2.7M | 99 | 5 |
| Spas and skin care | 60 | #143 of 504 | 17 | 5.7 | $1.5M | 174 | 3 |
| Primary care and pediatrics | 59 | #153 of 458 | 18 | 6.0 | $2.1M | 117 | 20 |
| Martial arts and dance studios | 57 | #137 of 378 | 6 | 2.0 | $3.4M | 169 | Under 3 |
| Hair salons | 56 | #196 of 538 | 50 | 16.6 | $519K | 121 | 9 |
| Landscaping and lawn care | 55 | #151 of 399 | 9 | 3.0 | $3.6M | 124 | 9 |
| Real estate agents and brokers | 55 | #184 of 533 | 33 | 11.0 | Index only | 211 | 6 |
| Bakeries and dessert shops | 55 | #197 of 507 | 15 | 5.0 | $6.7M | 162 | 13 |
| Coffee shops and cafes | 55 | #212 of 529 | 17 | 5.7 | $5.9M | 160 | 13 |
| Grocery and convenience stores | 54 | #246 of 538 | 57 | 18.9 | $2.9M | 86 | 12 |
| Pet businesses | 53 | #236 of 527 | 31 | 10.3 | $697K | 79 | 5 |
| Restaurants and cafes | 52 | #240 of 538 | 265 | 88.1 | $380K | 102 | 105 |
| Salons, barbers and spas | 52 | #240 of 538 | 96 | 31.9 | $270K | 127 | 14 |
| Clothing, shoes and laundry | 51 | #255 of 536 | 44 | 14.6 | $1.2M | 134 | 14 |
| Clothing and shoe stores | 51 | #260 of 536 | 34 | 11.3 | $1.5M | 120 | 11 |
| Pet stores | 50 | #108 of 220 | 5 | 1.7 | $4.3M | 96 | Under 3 |
| Sit-down restaurants | 50 | #263 of 538 | 140 | 46.5 | $719K | 108 | 41 |
| Real estate | 50 | #264 of 536 | 46 | 15.3 | Index only | 190 | 13 |
| Lawn, cleaning and pest control | 49 | #239 of 481 | 17 | 5.7 | $1.9M | 114 | 17 |
| Gyms, studios and classes | 49 | #294 of 535 | 30 | 10.0 | $683K | 103 | 8 |
| Tire shops | 48 | #230 of 431 | 12 | 4.0 | $2.3M | 92 | 5 |
| Nail salons | 44 | #238 of 387 | 12 | 4.0 | $2.2M | 129 | Under 3 |
| HVAC and plumbing | 43 | #302 of 476 | 17 | 5.7 | $4.2M | 88 | 17 |
| Child care and preschools | 42 | #300 of 454 | 11 | 3.7 | $864K | 86 | 13 |
| Gas stations | 42 | #354 of 536 | 37 | 12.3 | $1.9M | 82 | 34 |
| Convenience stores | 42 | #359 of 529 | 25 | 8.3 | $6.7M | 85 | Under 3 |
| Grocery stores | 40 | #355 of 506 | 23 | 7.6 | $7.2M | 78 | 10 |
| Auto repair shops | 40 | #370 of 538 | 71 | 23.6 | $389K | 88 | 27 |
| Pet grooming and boarding | 38 | #281 of 387 | 11 | 3.7 | $2M | 77 | Under 3 |
| Fast food and sandwich shops | 38 | #382 of 537 | 45 | 15.0 | $2.2M | 73 | 49 |
| Property management | 37 | #141 of 180 | 10 | 3.3 | Index only | 68 | 4 |
| Chiropractors | 37 | #316 of 426 | 18 | 6.0 | $2.1M | 87 | 11 |
| Home repair trades | 36 | #420 of 526 | 41 | 13.6 | $1.7M | 71 | 25 |
| Electricians | 35 | #241 of 295 | 13 | 4.3 | $5.5M | 46 | 8 |
| Barbershops | 35 | #280 of 377 | 14 | 4.7 | $1.9M | 98 | Under 3 |
| Collision repair and body shops | 35 | #305 of 387 | 14 | 4.7 | $2M | 64 | 6 |
| Gyms | 35 | #408 of 506 | 21 | 7.0 | $975K | 75 | 8 |
| Auto repair and car care | 34 | #420 of 538 | 127 | 42.2 | $218K | 81 | 45 |
| Car washes and detailing | 31 | #371 of 441 | 19 | 6.3 | $1.5M | 58 | 4 |
| Pizza | 29 | #464 of 520 | 40 | 13.3 | $2.5M | 50 | 49 |
| Insurance agencies | 26 | #458 of 537 | 44 | 14.6 | $994K | 79 | 25 |
| Roofing and gutters | 21 | #281 of 288 | 11 | 3.7 | $6.5M | 76 | Under 3 |
| Funeral homes | 20 | #343 of 365 | 17 | 5.7 | $260K | 38 | 9 |
| House cleaning | Not scored | Not scored | 4 | 1.3 | $8.2M | 127 | 5 |
| Laundromats | Not scored | Not scored | 4 | 1.3 | $13M | 104 | Under 3 |
| Pest control | Not scored | Not scored | 4 | 1.3 | $8.2M | 80 | 3 |
| Dry cleaners | Not scored | Not scored | 3 | 1.0 | $17.3M | 111 | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 1.0 | $6.8M | 168 | 8 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 0.7 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.7 | $13.8M | Too few | 8 |
| Home inspectors | Not scored | Not scored | 1 | 0.3 | Index only | Too few | 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 Danville 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 | $27.6M | $918 | 96 |
| Gasoline and other fuels | $72M | $2,393 | 92 |
| Food away from home | $100.7M | $3,348 | 82 |
| Groceries | $166.4M | $5,533 | 88 |
| Personal care products and services | $25.9M | $862 | 86 |
| Child care and other personal services | $9.5M | $316 | 54 |
| Memberships, classes and admissions | $20.5M | $681 | 69 |
| Medical and dental services | $37.6M | $1,251 | 97 |
| Pets | $21.6M | $718 | 79 |
| Clothing, shoes and related services | $52M | $1,728 | 84 |
| Vehicle insurance | $43.7M | $1,453 | 74 |
| Home repairs, maintenance and insurance | $71.1M | $2,362 | 78 |
| Lawn care, cleaning and other household services | $32.6M | $1,084 | 77 |
| Rent and homeowner costs | $378.8M | $12,592 | 76 |
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 Danville area
- Population, 2025 estimate
- 71,259−3.7% since 2020
- Households
- 30,084
- Median age
- 41.7
- Homes lived in by their owners
- 70%
- Vehicles per household
- 1.7
- Land area
- 898 sq. mi.
- People per square mile
- 81
- Median household income
- $56,877+22.3% vs. 2015–2019, before inflation
- Average household income
- $75,148
- Median home value
- $97,200
- Jobs located here
- 24,379
- Daytime population
- 64,835Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Danville 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 Danville 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 Danville area 1
- Vermilion County, IL72,386 people
Other markets based in Illinois 12
- Chicago-Naperville-Elgin, IL-IN metro area9,371,595 people
- Peoria, IL metro area365,202 people
- Rockford, IL metro area336,522 people
- Champaign-Urbana, IL metro area238,842 people
- Springfield, IL metro area207,042 people
- Bloomington, IL metro area171,556 people
- Kankakee, IL metro area106,635 people
- Decatur, IL metro area101,849 people
- Ottawa, IL area147,181 people
- Quincy, IL-MO area74,678 people
- Marion-Herrin, IL area66,876 people
- Sterling, IL area54,947 people
Questions
How fast is the Danville, IL area growing?
Population estimates put the Danville area at 71,259 people in 2025, down 3.7% since 2020, against +3.1% for the U.S. It has 30,084 households. Median household income rose 22.3% from the 2015–2019 survey, before inflation.
How much do households in the Danville, IL area spend?
Households in the Danville area spend about $378.8M a year on rent and homeowner costs, $166.4M on groceries and $100.7M on food away from home. Set against the U.S., households in the Danville area spend the most on medical and dental services (an index of 97, where 100 is the U.S. average, so still below it) and the least on child care and other personal services (54).
Which business types have the highest market scores in the Danville, IL area?
The highest Groundwork market scores in the Danville area are for optometrists and eye clinics (73), dentists and orthodontists (71) and physical therapy clinics (68). The Danville area ranks #37 of 400 scored small-town markets for optometrists and eye clinics.
How does the Danville, IL area compare with the U.S.?
The median household income in the Danville area is $56,877 a year, 30% below the U.S. median of $80,734. The population fell 3.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $97,200, against $332,700 for the U.S. For its number of households, the Danville area has the most map listings, relative to the U.S., for funeral homes (2.7 times the U.S. rate) and the fewest for real estate agents and brokers (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. 47 of the 56 business types have a score in the Danville 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 Danville 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 Illinois · Every U.S. market · How we measure
Screening a site or an acquisition in the Danville 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 Danville 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.