Small-town market profile · Michigan
Hillsdale, MI area market data
How the Hillsdale area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 45,738
- 0.0% since 2020
- Households
- 17,860
- Median household income
- $64,242
- +29.5% vs. 2015–2019, before inflation
- Median home value
- $176,100
- Jobs located here
- 12,372
- Highest market score
- 78
- Restaurants and cafes, #35 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Hillsdale area by name and distance, and the households and spending within reach. Or open the report at the center of the Hillsdale 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 Hillsdale area has an estimated 45,738 people and 17,860 households. Between 2020 and 2025, the population of the Hillsdale area held about level, against +3.1% for the U.S. Median household income in the Hillsdale area is $64,242, 20% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.5%, before inflation.
Relative to the U.S., household spending in the Hillsdale area runs highest on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and lowest on child care and other personal services (58).
Of the business types scored in the Hillsdale area, restaurants and cafes (78), sit-down restaurants (77) and primary care and pediatric clinics (77) have the highest Groundwork market scores. For restaurants and cafes, that ranks #35 of 538 scored small-town markets.
The Hillsdale area is made up of one county, Hillsdale County. Against the U.S., map listings per household run highest for pet businesses (83% above the U.S. rate) and lowest for clothing and shoe stores (62% below the U.S. rate).
All 56 business types in the Hillsdale area
Highest Groundwork market score first. Each score compares the Hillsdale 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 |
|---|---|---|---|---|---|---|---|
| Restaurants and cafes | 78 | #35 of 538 | 114 | 63.8 | $549K | 148 | 51 |
| Sit-down restaurants | 77 | #27 of 538 | 49 | 27.4 | $1.3M | 192 | 22 |
| Primary care and pediatrics | 77 | #36 of 458 | 6 | 3.4 | $3.9M | 217 | 13 |
| Clothing, shoes and laundry | 77 | #43 of 536 | 17 | 9.5 | $1.9M | 215 | 4 |
| Clothing and shoe stores | 76 | #47 of 536 | 11 | 6.2 | $2.9M | 230 | 4 |
| Gyms, studios and classes | 75 | #26 of 535 | 12 | 6.7 | $1.1M | 167 | 3 |
| Optometrists and eye care | 73 | #40 of 400 | 5 | 2.8 | $4.6M | 148 | 3 |
| Grocery and convenience stores | 73 | #50 of 538 | 31 | 17.4 | $3.3M | 97 | 4 |
| Car washes and detailing | 73 | #60 of 441 | 5 | 2.8 | $3.9M | 154 | Under 3 |
| Fast food and sandwich shops | 73 | #67 of 537 | 17 | 9.5 | $3.7M | 121 | 24 |
| Gyms | 72 | #36 of 506 | 8 | 4.5 | $1.7M | 127 | 3 |
| Auto repair and car care | 72 | #68 of 538 | 68 | 38.1 | $286K | 106 | 17 |
| Doctors, dentists and clinics | 70 | #86 of 538 | 93 | 52.1 | $250K | 164 | 36 |
| Salons, barbers and spas | 69 | #55 of 538 | 43 | 24.1 | $375K | 177 | 9 |
| Coffee shops and cafes | 68 | #71 of 529 | 13 | 7.3 | $4.8M | 130 | 5 |
| Spas and skin care | 68 | #73 of 504 | 5 | 2.8 | $3.2M | 369 | 3 |
| Dentists and orthodontists | 67 | #104 of 526 | 16 | 9.0 | $1.5M | 147 | 8 |
| Auto repair shops | 65 | #112 of 538 | 43 | 24.1 | $452K | 102 | 14 |
| Grocery stores | 64 | #111 of 506 | 9 | 5.0 | $11.3M | 122 | Under 3 |
| Tire shops | 64 | #120 of 431 | 7 | 3.9 | $2.8M | 111 | Under 3 |
| Hair salons | 62 | #130 of 538 | 32 | 17.9 | $505K | 117 | 6 |
| Pizza | 62 | #140 of 520 | 15 | 8.4 | $4.2M | 82 | 24 |
| Funeral homes | 61 | #110 of 365 | 5 | 2.8 | $573K | 84 | 5 |
| Convenience stores | 61 | #164 of 529 | 14 | 7.8 | $7.3M | 92 | Under 3 |
| Chiropractors | 60 | #137 of 426 | 8 | 4.5 | $2.9M | 121 | 6 |
| Bakeries and dessert shops | 58 | #174 of 507 | 15 | 8.4 | $4.2M | 101 | 5 |
| HVAC and plumbing | 52 | #212 of 476 | 10 | 5.6 | $4.5M | 94 | 13 |
| Real estate | 51 | #251 of 536 | 32 | 17.9 | Index only | 168 | 12 |
| Home repair trades | 50 | #271 of 526 | 20 | 11.2 | $2.2M | 92 | 23 |
| Gas stations | 49 | #290 of 536 | 35 | 19.6 | $1.4M | 60 | 17 |
| Insurance agencies | 46 | #294 of 537 | 21 | 11.8 | $1.5M | 115 | 17 |
| Pet grooming and boarding | 44 | #240 of 387 | 8 | 4.5 | $1.7M | 66 | Under 3 |
| Lawn, cleaning and pest control | 43 | #292 of 481 | 14 | 7.8 | $1.4M | 86 | 17 |
| Real estate agents and brokers | 38 | #413 of 533 | 30 | 16.8 | Index only | 143 | 12 |
| Landscaping and lawn care | 37 | #294 of 399 | 12 | 6.7 | $1.7M | 58 | 11 |
| Child care and preschools | 36 | #349 of 454 | 13 | 7.3 | $462K | 46 | 7 |
| Roofing and gutters | 33 | #234 of 288 | 7 | 3.9 | $6.4M | 75 | Under 3 |
| Pet stores | 29 | #186 of 220 | 7 | 3.9 | $1.9M | 42 | Under 3 |
| Pet businesses | 29 | #469 of 527 | 34 | 19.0 | $395K | 45 | 9 |
| Veterinarians | 23 | #367 of 398 | 10 | 5.6 | $1.3M | 49 | 9 |
| Collision repair and body shops | Not scored | Not scored | 4 | 2.2 | $4.9M | 157 | 3 |
| Physical therapy | Not scored | Not scored | 4 | 2.2 | $5.8M | 241 | 6 |
| Electricians | Not scored | Not scored | 3 | 1.7 | $14.9M | 124 | 10 |
| Nail salons | Not scored | Not scored | 3 | 1.7 | $5.4M | 322 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 1.1 | $8.1M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.1 | $16.1M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 2 | 1.1 | $6.6M | Too few | Under 3 |
| Property management | Not scored | Not scored | 2 | 1.1 | Index only | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.1 | $6.6M | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.6 | $32.1M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.6 | $20.3M | Too few | 6 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $19.4M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.6 | $20.3M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.6 | $23.2M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Hillsdale 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 | $19.4M | $1,087 | 113 |
| Gasoline and other fuels | $49.9M | $2,796 | 108 |
| Food away from home | $62.5M | $3,501 | 86 |
| Groceries | $101.9M | $5,704 | 90 |
| Personal care products and services | $16.1M | $904 | 90 |
| Child care and other personal services | $6M | $336 | 58 |
| Memberships, classes and admissions | $13.2M | $742 | 75 |
| Medical and dental services | $23.2M | $1,299 | 101 |
| Pets | $13.4M | $753 | 83 |
| Clothing, shoes and related services | $32.1M | $1,798 | 88 |
| Vehicle insurance | $30.5M | $1,705 | 87 |
| Home repairs, maintenance and insurance | $44.6M | $2,499 | 83 |
| Lawn care, cleaning and other household services | $20.3M | $1,135 | 80 |
| Rent and homeowner costs | $233.6M | $13,077 | 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 Hillsdale area
- Population, 2025 estimate
- 45,7380.0% since 2020
- Households
- 17,860
- Median age
- 43.3
- Homes lived in by their owners
- 82%
- Vehicles per household
- 1.9
- Land area
- 598 sq. mi.
- People per square mile
- 76
- Median household income
- $64,242+29.5% vs. 2015–2019, before inflation
- Average household income
- $81,816
- Median home value
- $176,100
- Jobs located here
- 12,372
- Daytime population
- 39,069Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Hillsdale 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 Hillsdale 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 Hillsdale area 1
- Hillsdale County, MI45,654 people
Other markets based in Michigan 12
- Detroit-Warren-Dearborn, MI metro area4,376,828 people
- Grand Rapids-Wyoming-Kentwood, MI metro area1,162,152 people
- Lansing-East Lansing, MI metro area472,669 people
- Flint, MI metro area403,305 people
- Ann Arbor, MI metro area369,822 people
- Kalamazoo-Portage, MI metro area262,375 people
- Saginaw, MI metro area188,665 people
- Muskegon-Norton Shores, MI metro area175,961 people
- Jackson, MI metro area160,060 people
- Monroe, MI metro area155,505 people
- Traverse City, MI metro area155,449 people
- Niles, MI metro area153,288 people
Questions
How fast is the Hillsdale, MI area growing?
Population estimates put the Hillsdale area at 45,738 people in 2025, unchanged since 2020, against +3.1% for the U.S. It has 17,860 households. Median household income rose 29.5% from the 2015–2019 survey, before inflation.
How much do households in the Hillsdale, MI area spend?
Households in the Hillsdale area spend about $233.6M a year on rent and homeowner costs, $101.9M on groceries and $62.5M on food away from home. Set against the U.S., households in the Hillsdale area spend the most on vehicle maintenance and repairs (an index of 113, where 100 is the U.S. average) and the least on child care and other personal services (58).
Which business types have the highest market scores in the Hillsdale, MI area?
The highest Groundwork market scores in the Hillsdale area are for restaurants and cafes (78), sit-down restaurants (77) and primary care and pediatric clinics (77). The Hillsdale area ranks #35 of 538 scored small-town markets for restaurants and cafes.
How does the Hillsdale, MI area compare with the U.S.?
The median household income in the Hillsdale area is $64,242 a year, 20% below the U.S. median of $80,734. The population held level from 2020 to 2025, against +3.1% for the U.S. The median home value is $176,100, against $332,700 for the U.S. For its number of households, the Hillsdale area has the most map listings, relative to the U.S., for pet businesses (83% above the U.S. rate) and the fewest for clothing and shoe stores (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 Hillsdale 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 Hillsdale 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 Hillsdale 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 Hillsdale 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.