Small-town market profile · Illinois
Mount Vernon, IL area market data
Population, household spending and competition for 56 business types in the Mount Vernon area, each scored against other small-town markets.
- Population, 2025
- 36,147
- −2.3% since 2020
- Households
- 14,820
- Median household income
- $63,118
- +26.5% vs. 2015–2019, before inflation
- Median home value
- $126,000
- Jobs located here
- 20,339
- Highest market score
- 70
- Bakeries and dessert shops, #57 of 507 scored small-town markets
A site report maps the competitors on map listings around any address in the Mount Vernon area by name and distance, and the households and spending within reach. Or open the report at the center of the Mount Vernon 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 36,147 people live in the Mount Vernon area, in 14,820 households. Population estimates put the population change in the Mount Vernon area from 2020 to 2025 at −2.3%, against +3.1% for the U.S. The median household income in the Mount Vernon area is $63,118 a year, 22% below the U.S. median of $80,734. That rose 26.5% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Mount Vernon 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 (56).
The highest Groundwork market scores in the Mount Vernon area are for bakeries and dessert shops (70), coffee shops and cafes (67) and hair salons (64). The Mount Vernon area ranks #57 of 507 scored small-town markets for bakeries and dessert shops.
The Mount Vernon area is made up of one county, Jefferson County. For its number of households, the Mount Vernon area has the most map listings, relative to the U.S., for collision repair and body shops (2.2 times the U.S. rate) and the fewest for real estate businesses (46% below the U.S. rate).
All 56 business types in the Mount Vernon area
Highest Groundwork market score first. Each score compares the Mount Vernon 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 | 70 | #57 of 507 | 6 | 4.0 | $8.5M | 206 | 3 |
| Coffee shops and cafes | 67 | #78 of 529 | 9 | 6.1 | $5.7M | 153 | 3 |
| Hair salons | 64 | #106 of 538 | 26 | 17.5 | $508K | 118 | 3 |
| Grocery and convenience stores | 63 | #143 of 538 | 26 | 17.5 | $3.2M | 95 | 6 |
| Salons, barbers and spas | 61 | #132 of 538 | 46 | 31.0 | $287K | 135 | 6 |
| Gyms, studios and classes | 60 | #145 of 535 | 12 | 8.1 | $885K | 134 | 4 |
| Grocery stores | 53 | #243 of 506 | 9 | 6.1 | $9.3M | 100 | 5 |
| Chiropractors | 51 | #203 of 426 | 7 | 4.7 | $2.7M | 113 | 5 |
| Gyms | 50 | #249 of 506 | 8 | 5.4 | $1.3M | 102 | 4 |
| Tire shops | 49 | #225 of 431 | 7 | 4.7 | $2.3M | 91 | Under 3 |
| Primary care and pediatrics | 47 | #256 of 458 | 8 | 5.4 | $2.4M | 133 | 27 |
| Funeral homes | 46 | #196 of 365 | 6 | 4.0 | $370K | 55 | 3 |
| Convenience stores | 45 | #327 of 529 | 14 | 9.4 | $6M | 76 | Under 3 |
| Restaurants and cafes | 44 | #333 of 538 | 145 | 97.8 | $352K | 95 | 59 |
| Home repair trades | 44 | #335 of 526 | 17 | 11.5 | $2.1M | 88 | 18 |
| Auto repair shops | 43 | #347 of 538 | 38 | 25.6 | $417K | 94 | 19 |
| Spas and skin care | 41 | #356 of 504 | 12 | 8.1 | $1.1M | 126 | Under 3 |
| Auto repair and car care | 41 | #366 of 538 | 73 | 49.3 | $217K | 81 | 23 |
| Gas stations | 37 | #403 of 536 | 24 | 16.2 | $1.7M | 72 | 20 |
| Clothing, shoes and laundry | 36 | #402 of 536 | 36 | 24.3 | $731K | 83 | 10 |
| Real estate | 36 | #437 of 536 | 31 | 20.9 | Index only | 143 | 12 |
| Collision repair and body shops | 34 | #309 of 387 | 10 | 6.7 | $1.6M | 51 | 4 |
| Clothing and shoe stores | 34 | #411 of 536 | 28 | 18.9 | $940K | 74 | 10 |
| Roofing and gutters | 33 | #233 of 288 | 5 | 3.4 | $7.3M | 86 | Under 3 |
| Pizza | 33 | #429 of 520 | 15 | 10.1 | $3.4M | 67 | 29 |
| Sit-down restaurants | 33 | #442 of 538 | 91 | 61.4 | $562K | 85 | 26 |
| Car washes and detailing | 31 | #368 of 441 | 9 | 6.1 | $1.8M | 70 | 4 |
| Fast food and sandwich shops | 31 | #440 of 537 | 24 | 16.2 | $2.1M | 70 | 29 |
| Dentists and orthodontists | 31 | #443 of 526 | 18 | 12.1 | $1M | 107 | 15 |
| Real estate agents and brokers | 31 | #494 of 533 | 27 | 18.2 | Index only | 130 | 8 |
| Landscaping and lawn care | 30 | #345 of 399 | 9 | 6.1 | $1.8M | 63 | 10 |
| Optometrists and eye care | 29 | #346 of 400 | 8 | 5.4 | $2.4M | 75 | 6 |
| Lawn, cleaning and pest control | 29 | #428 of 481 | 12 | 8.1 | $1.4M | 82 | 18 |
| HVAC and plumbing | 27 | #445 of 476 | 11 | 7.4 | $3.3M | 70 | 14 |
| Doctors, dentists and clinics | 26 | #473 of 538 | 137 | 92.4 | $138K | 90 | 61 |
| Pet businesses | 25 | #490 of 527 | 21 | 14.2 | $524K | 60 | Under 3 |
| Pet grooming and boarding | 14 | #381 of 387 | 11 | 7.4 | $1M | 39 | Under 3 |
| Insurance agencies | 13 | #522 of 537 | 30 | 20.2 | $831K | 66 | 23 |
| Child care and preschools | Not scored | Not scored | 4 | 2.7 | $1.2M | 121 | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 2.7 | $2.7M | 132 | Under 3 |
| Nail salons | Not scored | Not scored | 4 | 2.7 | $3.3M | 198 | Under 3 |
| Physical therapy | Not scored | Not scored | 4 | 2.7 | $4.7M | 197 | 4 |
| Barbershops | Not scored | Not scored | 3 | 2.0 | $4.4M | 234 | Under 3 |
| Dry cleaners | Not scored | Not scored | 3 | 2.0 | $8.8M | 56 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 2.0 | $3.7M | 81 | Under 3 |
| Veterinarians | Not scored | Not scored | 3 | 2.0 | $3.7M | 135 | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.3 | $13.2M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.3 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.3 | $7.9M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.3 | $8.3M | Too few | 3 |
| Electricians | Not scored | Not scored | 1 | 0.7 | $36.5M | Too few | 4 |
| Home inspectors | Not scored | Not scored | 1 | 0.7 | Index only | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.7 | $16.6M | Too few | 5 |
| Property management | Not scored | Not scored | 1 | 0.7 | Index only | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.7 | $18.9M | Too few | 4 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 4 |
Household spending in the Mount Vernon 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 | $15.9M | $1,070 | 112 |
| Gasoline and other fuels | $40.9M | $2,763 | 106 |
| Food away from home | $51.1M | $3,448 | 85 |
| Groceries | $83.9M | $5,663 | 90 |
| Personal care products and services | $13.2M | $892 | 89 |
| Child care and other personal services | $4.8M | $327 | 56 |
| Memberships, classes and admissions | $10.6M | $717 | 73 |
| Medical and dental services | $18.9M | $1,275 | 99 |
| Pets | $11M | $743 | 82 |
| Clothing, shoes and related services | $26.3M | $1,776 | 86 |
| Vehicle insurance | $24.9M | $1,681 | 86 |
| Home repairs, maintenance and insurance | $36.5M | $2,463 | 82 |
| Lawn care, cleaning and other household services | $16.6M | $1,120 | 79 |
| Rent and homeowner costs | $191.8M | $12,941 | 78 |
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 Mount Vernon area
- Population, 2025 estimate
- 36,147−2.3% since 2020
- Households
- 14,820
- Median age
- 42.2
- Homes lived in by their owners
- 72%
- Vehicles per household
- 1.9
- Land area
- 571 sq. mi.
- People per square mile
- 64
- Median household income
- $63,118+26.5% vs. 2015–2019, before inflation
- Average household income
- $80,324
- Median home value
- $126,000
- Jobs located here
- 20,339
- Daytime population
- 40,708Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Mount Vernon 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 Mount Vernon 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 Mount Vernon area 1
- Jefferson County, IL36,550 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 Mount Vernon, IL area growing?
Population estimates put the Mount Vernon area at 36,147 people in 2025, down 2.3% since 2020, against +3.1% for the U.S. It has 14,820 households. Against the 2015–2019 survey, median household income rose 26.5%, before inflation.
How much do households in the Mount Vernon, IL area spend?
Households in the Mount Vernon area spend about $191.8M a year on rent and homeowner costs, $83.9M on groceries and $51.1M on food away from home. Relative to the U.S., household spending in the Mount Vernon 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 (56).
Which business types have the highest market scores in the Mount Vernon, IL area?
Of the business types scored in the Mount Vernon area, bakeries and dessert shops (70), coffee shops and cafes (67) and hair salons (64) have the highest Groundwork market scores. For bakeries and dessert shops, that ranks #57 of 507 scored small-town markets.
How does the Mount Vernon, IL area compare with the U.S.?
Median household income in the Mount Vernon area is $63,118, 22% below the U.S. median of $80,734. The population fell 2.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $126,000, against $332,700 for the U.S. Against the U.S., map listings per household run highest for collision repair and body shops (2.2 times the U.S. rate) and lowest for real estate businesses (46% 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. 38 of the 56 business types have a score in the Mount Vernon 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 Mount Vernon 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 Mount Vernon 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 Mount Vernon 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.