Small-town market profile · Illinois
Dixon, IL area market data
How the Dixon area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 32,914
- −3.4% since 2020
- Households
- 13,337
- Median household income
- $70,292
- +20.8% vs. 2015–2019, before inflation
- Median home value
- $154,600
- Jobs located here
- 12,678
- Highest market score
- 71
- Bakeries and dessert shops, #50 of 507 scored small-town markets
A site report maps the competitors on map listings around any address in the Dixon area by name and distance, and the households and spending within reach. Or open the report at the center of the Dixon 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 Dixon area has an estimated 32,914 people and 13,337 households. Population estimates put the population change in the Dixon area from 2020 to 2025 at −3.4%, against +3.1% for the U.S. Median household income in the Dixon area is $70,292, 13% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 20.8%, before inflation.
Relative to the U.S., household spending in the Dixon area runs highest on vehicle maintenance and repairs (an index of 112, where 100 is the U.S. average) and lowest on child care and other personal services (66).
Of the business types scored in the Dixon area, bakeries and dessert shops (71), coffee shops and cafes (68) and convenience stores (68) have the highest Groundwork market scores. For bakeries and dessert shops, that ranks #50 of 507 scored small-town markets.
The Dixon area is made up of one county, Lee County. Against the U.S., map listings per household run highest for pizza places (59% above the U.S. rate) and lowest for real estate businesses (55% below the U.S. rate).
All 56 business types in the Dixon area
Highest Groundwork market score first. Each score compares the Dixon 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 |
|---|---|---|---|---|---|---|---|
| Bakeries and dessert shops | 71 | #50 of 507 | 7 | 5.2 | $7.1M | 172 | 4 |
| Coffee shops and cafes | 68 | #70 of 529 | 9 | 6.7 | $5.5M | 149 | 4 |
| Convenience stores | 68 | #100 of 529 | 7 | 5.2 | $11.3M | 143 | Under 3 |
| Salons, barbers and spas | 67 | #73 of 538 | 43 | 32.2 | $297K | 139 | 5 |
| Hair salons | 66 | #82 of 538 | 26 | 19.5 | $491K | 114 | 3 |
| Primary care and pediatrics | 66 | #107 of 458 | 5 | 3.7 | $3.6M | 203 | 14 |
| Grocery and convenience stores | 66 | #114 of 538 | 21 | 15.7 | $3.8M | 111 | 7 |
| Fast food and sandwich shops | 63 | #152 of 537 | 17 | 12.7 | $2.9M | 96 | 19 |
| Pet businesses | 61 | #136 of 527 | 15 | 11.2 | $719K | 82 | 3 |
| Clothing, shoes and laundry | 61 | #172 of 536 | 25 | 18.7 | $1M | 115 | 3 |
| Optometrists and eye care | 60 | #123 of 400 | 5 | 3.7 | $3.6M | 115 | Under 3 |
| Clothing and shoe stores | 60 | #184 of 536 | 19 | 14.2 | $1.3M | 105 | 3 |
| Doctors, dentists and clinics | 59 | #179 of 538 | 82 | 61.5 | $221K | 145 | 31 |
| Dentists and orthodontists | 58 | #190 of 526 | 12 | 9.0 | $1.5M | 153 | 8 |
| Car washes and detailing | 57 | #157 of 441 | 5 | 3.7 | $2.9M | 114 | Under 3 |
| Real estate | 57 | #165 of 536 | 23 | 17.2 | Index only | 183 | 7 |
| Home repair trades | 57 | #174 of 526 | 13 | 9.7 | $2.7M | 111 | 17 |
| Spas and skin care | 56 | #184 of 504 | 9 | 6.7 | $1.4M | 162 | Under 3 |
| Grocery stores | 56 | #200 of 506 | 8 | 6.0 | $9.9M | 106 | 5 |
| Pet grooming and boarding | 54 | #162 of 387 | 5 | 3.7 | $2.2M | 85 | Under 3 |
| Gyms | 54 | #218 of 506 | 9 | 6.7 | $1.2M | 95 | Under 3 |
| Auto repair and car care | 52 | #245 of 538 | 53 | 39.7 | $271K | 101 | 21 |
| HVAC and plumbing | 51 | #222 of 476 | 8 | 6.0 | $4.4M | 92 | 10 |
| Veterinarians | 50 | #206 of 398 | 6 | 4.5 | $1.8M | 66 | 3 |
| Collision repair and body shops | 48 | #205 of 387 | 5 | 3.7 | $2.9M | 93 | 4 |
| Real estate agents and brokers | 47 | #300 of 533 | 20 | 15.0 | Index only | 167 | 7 |
| Pizza | 46 | #302 of 520 | 17 | 12.7 | $2.9M | 58 | 19 |
| Restaurants and cafes | 46 | #309 of 538 | 152 | 114.0 | $327K | 88 | 52 |
| Martial arts and dance studios | 45 | #224 of 378 | 6 | 4.5 | $1.8M | 92 | Under 3 |
| Auto repair shops | 44 | #339 of 538 | 32 | 24.0 | $448K | 101 | 18 |
| Chiropractors | 43 | #263 of 426 | 8 | 6.0 | $2.3M | 94 | 6 |
| Child care and preschools | 43 | #289 of 454 | 7 | 5.2 | $725K | 72 | 7 |
| Funeral homes | 42 | #228 of 365 | 8 | 6.0 | $296K | 44 | 3 |
| Gas stations | 42 | #356 of 536 | 19 | 14.2 | $1.9M | 80 | 17 |
| Sit-down restaurants | 38 | #395 of 538 | 77 | 57.7 | $646K | 97 | 29 |
| Gyms, studios and classes | 37 | #419 of 535 | 21 | 15.7 | $527K | 80 | Under 3 |
| Lawn, cleaning and pest control | 34 | #402 of 481 | 14 | 10.5 | $1.1M | 68 | 12 |
| Landscaping and lawn care | 28 | #363 of 399 | 9 | 6.7 | $1.8M | 60 | 12 |
| Yoga, Pilates and fitness studios | 23 | #107 of 112 | 6 | 4.5 | $1.8M | 45 | Under 3 |
| Insurance agencies | 9 | #533 of 537 | 31 | 23.2 | $712K | 57 | 20 |
| Electricians | Not scored | Not scored | 4 | 3.0 | $8.7M | 73 | 7 |
| House cleaning | Not scored | Not scored | 4 | 3.0 | $4M | 62 | Under 3 |
| Tire shops | Not scored | Not scored | 4 | 3.0 | $3.6M | 143 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 2.2 | $8.4M | 68 | Under 3 |
| Nail salons | Not scored | Not scored | 3 | 2.2 | $4.3M | 254 | Under 3 |
| Physical therapy | Not scored | Not scored | 3 | 2.2 | $6M | 251 | 3 |
| Barbershops | Not scored | Not scored | 2 | 1.5 | $6.4M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.7 | $25.3M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.7 | Index only | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.7 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.7 | $14.3M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.7 | $15.9M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 0.7 | $10.8M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 0.7 | Index only | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 1 | 0.7 | $34.9M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.7 | $18.1M | Too few | Under 3 |
Household spending in the Dixon 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 | $14.3M | $1,076 | 112 |
| Gasoline and other fuels | $36.4M | $2,732 | 105 |
| Food away from home | $49.8M | $3,732 | 92 |
| Groceries | $78.9M | $5,916 | 94 |
| Personal care products and services | $12.8M | $956 | 95 |
| Child care and other personal services | $5.1M | $381 | 66 |
| Memberships, classes and admissions | $11.1M | $831 | 84 |
| Medical and dental services | $18.1M | $1,356 | 105 |
| Pets | $10.8M | $809 | 89 |
| Clothing, shoes and related services | $25.3M | $1,900 | 92 |
| Vehicle insurance | $22.1M | $1,655 | 85 |
| Home repairs, maintenance and insurance | $34.9M | $2,620 | 87 |
| Lawn care, cleaning and other household services | $15.9M | $1,190 | 84 |
| Rent and homeowner costs | $182.1M | $13,652 | 82 |
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 Dixon area
- Population, 2025 estimate
- 32,914−3.4% since 2020
- Households
- 13,337
- Median age
- 43.7
- Homes lived in by their owners
- 74%
- Vehicles per household
- 1.9
- Land area
- 725 sq. mi.
- People per square mile
- 47
- Median household income
- $70,292+20.8% vs. 2015–2019, before inflation
- Average household income
- $90,634
- Median home value
- $154,600
- Jobs located here
- 12,678
- Daytime population
- 30,631Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Dixon 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 Dixon 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 Dixon area 1
- Lee County, IL33,869 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
- Danville, IL area72,386 people
- Marion-Herrin, IL area66,876 people
Questions
How fast is the Dixon, IL area growing?
Population estimates put the Dixon area at 32,914 people in 2025, down 3.4% since 2020, against +3.1% for the U.S. It has 13,337 households. Median household income rose 20.8% from the 2015–2019 survey, before inflation.
How much do households in the Dixon, IL area spend?
Households in the Dixon area spend about $182.1M a year on rent and homeowner costs, $78.9M on groceries and $49.8M on food away from home. Set against the U.S., households in the Dixon area spend the most on vehicle maintenance and repairs (an index of 112, where 100 is the U.S. average) and the least on child care and other personal services (66).
Which business types have the highest market scores in the Dixon, IL area?
The highest Groundwork market scores in the Dixon area are for bakeries and dessert shops (71), coffee shops and cafes (68) and convenience stores (68). The Dixon area ranks #50 of 507 scored small-town markets for bakeries and dessert shops.
How does the Dixon, IL area compare with the U.S.?
The median household income in the Dixon area is $70,292 a year, 13% below the U.S. median of $80,734. The population fell 3.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $154,600, against $332,700 for the U.S. For its number of households, the Dixon area has the most map listings, relative to the U.S., for pizza places (59% above the U.S. rate) and the fewest for real estate businesses (55% 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 Dixon 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 Dixon 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 Dixon 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 Dixon 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.