Small-town market profile · Illinois
Lincoln, IL area market data
How the Lincoln area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 27,182
- −2.5% since 2020
- Households
- 11,266
- Median household income
- $66,358
- +15.8% vs. 2015–2019, before inflation
- Median home value
- $134,400
- Jobs located here
- 7,887
- Highest market score
- 74
- Doctors, dentists and clinics, #55 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Lincoln area by name and distance, and the households and spending within reach. Or open the report at the center of the Lincoln 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 Lincoln area has an estimated 27,182 people and 11,266 households. Population estimates put the population change in the Lincoln area from 2020 to 2025 at −2.5%, against +3.1% for the U.S. Median household income in the Lincoln area is $66,358, 18% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 15.8%, before inflation.
Relative to the U.S., household spending in the Lincoln area runs highest on vehicle maintenance and repairs (an index of 106, where 100 is the U.S. average) and lowest on child care and other personal services (62).
Of the business types scored in the Lincoln area, medical and dental practices (74), grocery and convenience stores (70) and dentists and orthodontists (69) have the highest Groundwork market scores. For medical and dental practices, that ranks #55 of 538 scored small-town markets.
The Lincoln area is made up of one county, Logan County. Against the U.S., map listings per household run highest for HVAC and plumbing companies (70% above the U.S. rate) and lowest for real estate agents and brokers (65% below the U.S. rate).
All 56 business types in the Lincoln area
Highest Groundwork market score first. Each score compares the Lincoln 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 | 74 | #55 of 538 | 50 | 44.4 | $299K | 196 | 15 |
| Grocery and convenience stores | 70 | #73 of 538 | 17 | 15.1 | $3.8M | 114 | 4 |
| Dentists and orthodontists | 69 | #86 of 526 | 9 | 8.0 | $1.7M | 169 | 4 |
| Auto repair shops | 68 | #84 of 538 | 19 | 16.9 | $602K | 135 | 8 |
| Auto repair and car care | 67 | #102 of 538 | 34 | 30.2 | $336K | 125 | 13 |
| Fast food and sandwich shops | 64 | #144 of 537 | 13 | 11.5 | $3.1M | 103 | 16 |
| Lawn, cleaning and pest control | 63 | #113 of 481 | 5 | 4.4 | $2.6M | 155 | 5 |
| Clothing, shoes and laundry | 63 | #149 of 536 | 13 | 11.5 | $1.6M | 182 | Under 3 |
| Real estate | 61 | #120 of 536 | 16 | 14.2 | Index only | 217 | 5 |
| Grocery stores | 61 | #144 of 506 | 7 | 6.2 | $9.3M | 101 | 3 |
| Clothing and shoe stores | 61 | #169 of 536 | 10 | 8.9 | $2.1M | 163 | Under 3 |
| Gas stations | 60 | #160 of 536 | 6 | 5.3 | $4.9M | 206 | 12 |
| Convenience stores | 59 | #188 of 529 | 8 | 7.1 | $8.2M | 104 | Under 3 |
| Sit-down restaurants | 55 | #212 of 538 | 48 | 42.6 | $850K | 128 | 21 |
| Real estate agents and brokers | 53 | #212 of 533 | 12 | 10.7 | Index only | 230 | Under 3 |
| Salons, barbers and spas | 53 | #230 of 538 | 37 | 32.8 | $283K | 133 | 8 |
| Pizza | 50 | #258 of 520 | 12 | 10.7 | $3.4M | 67 | 16 |
| Pet businesses | 50 | #277 of 527 | 12 | 10.7 | $732K | 83 | Under 3 |
| Restaurants and cafes | 49 | #267 of 538 | 112 | 99.4 | $364K | 98 | 46 |
| Hair salons | 49 | #281 of 538 | 22 | 19.5 | $476K | 111 | 6 |
| Spas and skin care | 47 | #282 of 504 | 9 | 8.0 | $1.2M | 133 | Under 3 |
| Gyms | 46 | #295 of 506 | 8 | 7.1 | $1.1M | 84 | Under 3 |
| Gyms, studios and classes | 46 | #323 of 535 | 14 | 12.4 | $624K | 94 | Under 3 |
| Pet grooming and boarding | 43 | #250 of 387 | 5 | 4.4 | $1.8M | 69 | Under 3 |
| Chiropractors | 43 | #265 of 426 | 7 | 6.2 | $2.1M | 89 | 4 |
| Funeral homes | 42 | #224 of 365 | 5 | 4.4 | $361K | 53 | 3 |
| Optometrists and eye care | 39 | #298 of 400 | 6 | 5.3 | $2.5M | 80 | 3 |
| Home repair trades | 35 | #434 of 526 | 20 | 17.8 | $1.4M | 59 | 13 |
| HVAC and plumbing | 31 | #419 of 476 | 12 | 10.7 | $2.4M | 50 | 8 |
| Coffee shops and cafes | 30 | #468 of 529 | 14 | 12.4 | $2.9M | 79 | 9 |
| Bakeries and dessert shops | 27 | #463 of 507 | 13 | 11.5 | $3.1M | 76 | 9 |
| Roofing and gutters | 23 | #274 of 288 | 5 | 4.4 | $5.7M | 68 | 5 |
| Veterinarians | 22 | #371 of 398 | 7 | 6.2 | $1.3M | 46 | Under 3 |
| Insurance agencies | 12 | #524 of 537 | 22 | 19.5 | $810K | 64 | 15 |
| Car washes and detailing | Not scored | Not scored | 4 | 3.6 | $2.9M | 113 | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 4 | 3.6 | $3.3M | 111 | 5 |
| Tire shops | Not scored | Not scored | 4 | 3.6 | $2.9M | 114 | Under 3 |
| Child care and preschools | Not scored | Not scored | 3 | 2.7 | $1.3M | 135 | 8 |
| Electricians | Not scored | Not scored | 3 | 2.7 | $9.6M | 80 | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 3 | 2.7 | $2.9M | 144 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 3 | 2.7 | $5M | 280 | 4 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 2.7 | $2.9M | 72 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 1.8 | $5.2M | Too few | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 1.8 | $5.7M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.8 | $10.4M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.8 | Index only | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 2 | 1.8 | $5.2M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.9 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.9 | $11.4M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.9 | $13M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 1 | 0.9 | $15M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 0.9 | Index only | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.9 | $15M | Too few | Under 3 |
| Dry cleaners | 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 | Under 3 |
| Pet stores | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Lincoln 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 | $11.4M | $1,014 | 106 |
| Gasoline and other fuels | $29.4M | $2,611 | 101 |
| Food away from home | $40.8M | $3,621 | 89 |
| Groceries | $65.4M | $5,806 | 92 |
| Personal care products and services | $10.5M | $929 | 92 |
| Child care and other personal services | $4M | $359 | 62 |
| Memberships, classes and admissions | $8.7M | $775 | 79 |
| Medical and dental services | $15M | $1,327 | 103 |
| Pets | $8.8M | $780 | 86 |
| Clothing, shoes and related services | $20.8M | $1,844 | 90 |
| Vehicle insurance | $17.8M | $1,581 | 81 |
| Home repairs, maintenance and insurance | $28.7M | $2,550 | 85 |
| Lawn care, cleaning and other household services | $13M | $1,157 | 82 |
| Rent and homeowner costs | $150.2M | $13,331 | 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 Lincoln area
- Population, 2025 estimate
- 27,182−2.5% since 2020
- Households
- 11,266
- Median age
- 41.6
- Homes lived in by their owners
- 68%
- Vehicles per household
- 1.8
- Land area
- 618 sq. mi.
- People per square mile
- 45
- Median household income
- $66,358+15.8% vs. 2015–2019, before inflation
- Average household income
- $84,267
- Median home value
- $134,400
- Jobs located here
- 7,887
- Daytime population
- 25,386Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Lincoln 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 Lincoln 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 Lincoln area 1
- Logan County, IL27,713 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 Lincoln, IL area growing?
Population estimates put the Lincoln area at 27,182 people in 2025, down 2.5% since 2020, against +3.1% for the U.S. It has 11,266 households. Median household income rose 15.8% from the 2015–2019 survey, before inflation.
How much do households in the Lincoln, IL area spend?
Households in the Lincoln area spend about $150.2M a year on rent and homeowner costs, $65.4M on groceries and $40.8M on food away from home. Set against the U.S., households in the Lincoln area spend the most on vehicle maintenance and repairs (an index of 106, where 100 is the U.S. average) and the least on child care and other personal services (62).
Which business types have the highest market scores in the Lincoln, IL area?
The highest Groundwork market scores in the Lincoln area are for medical and dental practices (74), grocery and convenience stores (70) and dentists and orthodontists (69). The Lincoln area ranks #55 of 538 scored small-town markets for medical and dental practices.
How does the Lincoln, IL area compare with the U.S.?
The median household income in the Lincoln area is $66,358 a year, 18% below the U.S. median of $80,734. The population fell 2.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $134,400, against $332,700 for the U.S. For its number of households, the Lincoln area has the most map listings, relative to the U.S., for HVAC and plumbing companies (70% above the U.S. rate) and the fewest for real estate agents and brokers (65% 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. 34 of the 56 business types have a score in the Lincoln 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 Lincoln 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.
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Screening a site or an acquisition in the Lincoln 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 Lincoln 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.