Small-town market profile · Illinois
Jacksonville, IL area market data
Population, household spending and competition for 56 business types in the Jacksonville area, each scored against other small-town markets.
- Population, 2025
- 37,381
- −3.1% since 2020
- Households
- 15,122
- Median household income
- $66,353
- +27.5% vs. 2015–2019, before inflation
- Median home value
- $125,500
- Jobs located here
- 14,940
- Highest market score
- 72
- Grocery and convenience stores, #52 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Jacksonville area by name and distance, and the households and spending within reach. Or open the report at the center of the Jacksonville 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
An estimated 37,381 people live in the Jacksonville area, in 15,122 households. Population estimates put the population change in the Jacksonville area from 2020 to 2025 at −3.1%, against +3.1% for the U.S. The median household income in the Jacksonville area is $66,353 a year, 18% below the U.S. median of $80,734. That rose 27.5% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Jacksonville area spend the most on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and the least on child care and other personal services (61).
The highest Groundwork market scores in the Jacksonville area are for grocery and convenience stores (72), hair salons (63) and car washes and detailers (60). The Jacksonville area ranks #52 of 538 scored small-town markets for grocery and convenience stores.
The Jacksonville area takes in 2 counties: Morgan County and Scott County. For its number of households, the Jacksonville area has the most map listings, relative to the U.S., for electricians (2.6 times the U.S. rate) and the fewest for real estate businesses (62% below the U.S. rate).
All 56 business types in the Jacksonville area
Highest Groundwork market score first. Each score compares the Jacksonville 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 |
|---|---|---|---|---|---|---|---|
| Grocery and convenience stores | 72 | #52 of 538 | 20 | 13.2 | $4.4M | 129 | 5 |
| Hair salons | 63 | #116 of 538 | 24 | 15.9 | $580K | 135 | 5 |
| Car washes and detailing | 60 | #135 of 441 | 5 | 3.3 | $3.2M | 128 | Under 3 |
| Primary care and pediatrics | 60 | #147 of 458 | 11 | 7.3 | $1.8M | 102 | 9 |
| Auto repair and car care | 58 | #194 of 538 | 58 | 38.4 | $278K | 103 | 21 |
| Doctors, dentists and clinics | 53 | #244 of 538 | 107 | 70.8 | $187K | 123 | 34 |
| Clothing, shoes and laundry | 53 | #246 of 536 | 30 | 19.8 | $926K | 105 | 5 |
| Real estate | 52 | #238 of 536 | 22 | 14.5 | Index only | 210 | 11 |
| Auto repair shops | 52 | #260 of 538 | 33 | 21.8 | $488K | 110 | 18 |
| Nail salons | 51 | #197 of 387 | 6 | 4.0 | $2.3M | 139 | Under 3 |
| Convenience stores | 51 | #273 of 529 | 13 | 8.6 | $6.7M | 85 | Under 3 |
| Salons, barbers and spas | 50 | #267 of 538 | 50 | 33.1 | $278K | 131 | 11 |
| Coffee shops and cafes | 49 | #269 of 529 | 13 | 8.6 | $4.2M | 113 | Under 3 |
| Gyms, studios and classes | 49 | #297 of 535 | 21 | 13.9 | $563K | 85 | 3 |
| Dentists and orthodontists | 48 | #276 of 526 | 16 | 10.6 | $1.3M | 127 | 10 |
| Sit-down restaurants | 48 | #292 of 538 | 81 | 53.6 | $669K | 101 | 24 |
| Martial arts and dance studios | 47 | #213 of 378 | 6 | 4.0 | $2M | 98 | Under 3 |
| Veterinarians | 47 | #224 of 398 | 6 | 4.0 | $1.9M | 72 | 4 |
| Tire shops | 47 | #235 of 431 | 7 | 4.6 | $2.3M | 92 | Under 3 |
| Restaurants and cafes | 47 | #292 of 538 | 155 | 102.5 | $350K | 94 | 60 |
| Real estate agents and brokers | 47 | #299 of 533 | 22 | 14.5 | Index only | 167 | 6 |
| Clothing and shoe stores | 45 | #315 of 536 | 28 | 18.5 | $992K | 78 | 5 |
| Pet businesses | 45 | #337 of 527 | 21 | 13.9 | $556K | 63 | 4 |
| Bakeries and dessert shops | 43 | #327 of 507 | 13 | 8.6 | $4.2M | 101 | Under 3 |
| Gyms | 41 | #351 of 506 | 14 | 9.3 | $845K | 65 | 3 |
| Lawn, cleaning and pest control | 40 | #320 of 481 | 11 | 7.3 | $1.6M | 94 | 15 |
| Funeral homes | 39 | #249 of 365 | 8 | 5.3 | $345K | 51 | 5 |
| Optometrists and eye care | 39 | #296 of 400 | 8 | 5.3 | $2.5M | 80 | 4 |
| HVAC and plumbing | 38 | #360 of 476 | 11 | 7.3 | $3.5M | 73 | 11 |
| Fast food and sandwich shops | 36 | #402 of 537 | 23 | 15.2 | $2.4M | 77 | 32 |
| Home repair trades | 36 | #425 of 526 | 25 | 16.5 | $1.5M | 63 | 16 |
| Landscaping and lawn care | 35 | #307 of 399 | 9 | 6.0 | $1.9M | 66 | 10 |
| Spas and skin care | 35 | #408 of 504 | 16 | 10.6 | $870K | 99 | 3 |
| Child care and preschools | 34 | #361 of 454 | 10 | 6.6 | $537K | 54 | 7 |
| Gas stations | 33 | #433 of 536 | 21 | 13.9 | $2M | 82 | 27 |
| Electricians | 32 | #262 of 295 | 10 | 6.6 | $3.8M | 32 | 5 |
| Pet grooming and boarding | 30 | #332 of 387 | 8 | 5.3 | $1.5M | 57 | Under 3 |
| Chiropractors | 30 | #380 of 426 | 12 | 7.9 | $1.7M | 70 | 8 |
| Pizza | 26 | #480 of 520 | 20 | 13.2 | $2.7M | 53 | 32 |
| Insurance agencies | 12 | #525 of 537 | 35 | 23.1 | $717K | 57 | 20 |
| Barbershops | Not scored | Not scored | 4 | 2.6 | $3.5M | 185 | Under 3 |
| Grocery stores | Not scored | Not scored | 4 | 2.6 | $21.8M | 234 | 3 |
| Physical therapy | Not scored | Not scored | 4 | 2.6 | $5M | 208 | 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 2.6 | $9.6M | 113 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 2.0 | $5.4M | 39 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 2.0 | $3.9M | 86 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 1.3 | $8.1M | Too few | 5 |
| Pest control | Not scored | Not scored | 2 | 1.3 | $8.7M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 0.7 | $27.8M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.7 | $11.8M | Too few | 3 |
| Dry cleaners | 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 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 5 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Property management | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 4 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Jacksonville 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 | $16.1M | $1,065 | 111 |
| Gasoline and other fuels | $41.2M | $2,725 | 105 |
| Food away from home | $54.2M | $3,583 | 88 |
| Groceries | $87.1M | $5,759 | 91 |
| Personal care products and services | $13.9M | $920 | 92 |
| Child care and other personal services | $5.4M | $355 | 61 |
| Memberships, classes and admissions | $11.8M | $782 | 80 |
| Medical and dental services | $20M | $1,325 | 103 |
| Pets | $11.7M | $773 | 85 |
| Clothing, shoes and related services | $27.8M | $1,837 | 89 |
| Vehicle insurance | $25.1M | $1,659 | 85 |
| Home repairs, maintenance and insurance | $38.3M | $2,530 | 84 |
| Lawn care, cleaning and other household services | $17.4M | $1,153 | 82 |
| Rent and homeowner costs | $200.5M | $13,256 | 80 |
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 Jacksonville area
- Population, 2025 estimate
- 37,381−3.1% since 2020
- Households
- 15,122
- Median age
- 42.7
- Homes lived in by their owners
- 74%
- Vehicles per household
- 1.9
- Land area
- 820 sq. mi.
- People per square mile
- 46
- Median household income
- $66,353+27.5% vs. 2015–2019, before inflation
- Average household income
- $86,058
- Median home value
- $125,500
- Jobs located here
- 14,940
- Daytime population
- 35,211Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Jacksonville 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 Jacksonville 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 Jacksonville area 2
- Morgan County, IL33,021 people
- Scott County, IL4,937 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 Jacksonville, IL area growing?
Population estimates put the Jacksonville area at 37,381 people in 2025, down 3.1% since 2020, against +3.1% for the U.S. It has 15,122 households. Against the 2015–2019 survey, median household income rose 27.5%, before inflation.
How much do households in the Jacksonville, IL area spend?
Households in the Jacksonville area spend about $200.5M a year on rent and homeowner costs, $87.1M on groceries and $54.2M on food away from home. Relative to the U.S., household spending in the Jacksonville area runs highest on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and lowest on child care and other personal services (61).
Which business types have the highest market scores in the Jacksonville, IL area?
Of the business types scored in the Jacksonville area, grocery and convenience stores (72), hair salons (63) and car washes and detailers (60) have the highest Groundwork market scores. For grocery and convenience stores, that ranks #52 of 538 scored small-town markets.
How does the Jacksonville, IL area compare with the U.S.?
Median household income in the Jacksonville area is $66,353, 18% below the U.S. median of $80,734. The population fell 3.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $125,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for electricians (2.6 times the U.S. rate) and lowest for real estate businesses (62% 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 Jacksonville 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 Jacksonville 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 Jacksonville 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 Jacksonville 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.