Small-town market profile · Michigan
Mount Pleasant, MI area market data
Population, household spending and competition for 56 business types in the Mount Pleasant area, each scored against other small-town markets.
- Population, 2025
- 64,691
- +0.3% since 2020
- Households
- 24,914
- Median household income
- $55,237
- +22.4% vs. 2015–2019, before inflation
- Median home value
- $170,400
- Jobs located here
- 26,182
- Highest market score
- 71
- Optometrists and eye care, #48 of 400 scored small-town markets
A site report maps the competitors on map listings around any address in the Mount Pleasant area by name and distance, and the households and spending within reach. Or open the report at the center of the Mount Pleasant 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 64,691 people live in the Mount Pleasant area, in 24,914 households. Between 2020 and 2025, the population of the Mount Pleasant area grew 0.3%, slower than the U.S. (+3.1%). The median household income in the Mount Pleasant area is $55,237 a year, 32% below the U.S. median of $80,734. That rose 22.4% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Mount Pleasant area spend the most on vehicle maintenance and repairs (an index of 104, where 100 is the U.S. average) and the least on child care and other personal services (54).
The highest Groundwork market scores in the Mount Pleasant area are for optometrists and eye clinics (71), spas and skin care studios (69) and chiropractors (68). The Mount Pleasant area ranks #48 of 400 scored small-town markets for optometrists and eye clinics.
The Mount Pleasant area is made up of one county, Isabella County. For its number of households, the Mount Pleasant area has the most map listings, relative to the U.S., for convenience stores (60% above the U.S. rate) and the fewest for spas and skin care studios (62% below the U.S. rate).
All 56 business types in the Mount Pleasant area
Highest Groundwork market score first. Each score compares the Mount Pleasant 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 |
|---|---|---|---|---|---|---|---|
| Optometrists and eye care | 71 | #48 of 400 | 6 | 2.4 | $5.1M | 164 | Under 3 |
| Spas and skin care | 69 | #64 of 504 | 11 | 4.4 | $1.9M | 220 | 3 |
| Chiropractors | 68 | #66 of 426 | 9 | 3.6 | $3.4M | 143 | 6 |
| Nail salons | 67 | #78 of 387 | 6 | 2.4 | $3.5M | 212 | Under 3 |
| Clothing, shoes and laundry | 67 | #117 of 536 | 29 | 11.6 | $1.5M | 167 | 8 |
| Clothing and shoe stores | 65 | #137 of 536 | 22 | 8.8 | $1.9M | 153 | 8 |
| Martial arts and dance studios | 63 | #94 of 378 | 6 | 2.4 | $2.8M | 139 | Under 3 |
| Grocery stores | 62 | #129 of 506 | 8 | 3.2 | $17.1M | 184 | 10 |
| Barbershops | 59 | #129 of 377 | 8 | 3.2 | $2.7M | 141 | Under 3 |
| Pet grooming and boarding | 57 | #140 of 387 | 6 | 2.4 | $2.9M | 115 | 5 |
| Primary care and pediatrics | 53 | #211 of 458 | 11 | 4.4 | $2.8M | 157 | 58 |
| Auto repair shops | 53 | #252 of 538 | 57 | 22.9 | $436K | 98 | 27 |
| Salons, barbers and spas | 50 | #268 of 538 | 80 | 32.1 | $265K | 125 | 18 |
| Gas stations | 50 | #276 of 536 | 37 | 14.9 | $1.7M | 73 | 25 |
| Funeral homes | 49 | #181 of 365 | 6 | 2.4 | $487K | 72 | Under 3 |
| Gyms, studios and classes | 48 | #311 of 535 | 30 | 12.0 | $562K | 85 | 6 |
| Mortgage brokers and lenders | 47 | #98 of 177 | 5 | 2.0 | Index only | 160 | Under 3 |
| Electricians | 47 | #169 of 295 | 7 | 2.8 | $8.4M | 70 | 13 |
| Gyms | 47 | #284 of 506 | 16 | 6.4 | $1.1M | 81 | 6 |
| Tire shops | 46 | #246 of 431 | 14 | 5.6 | $1.8M | 71 | 5 |
| Car washes and detailing | 46 | #249 of 441 | 12 | 4.8 | $2.1M | 82 | 5 |
| Insurance agencies | 46 | #295 of 537 | 29 | 11.6 | $1.4M | 108 | 18 |
| Pizza | 46 | #297 of 520 | 20 | 8.0 | $4.1M | 81 | 47 |
| Sit-down restaurants | 46 | #311 of 538 | 108 | 43.3 | $761K | 115 | 53 |
| Auto repair and car care | 46 | #313 of 538 | 103 | 41.3 | $241K | 90 | 42 |
| Home repair trades | 42 | #356 of 526 | 29 | 11.6 | $2M | 83 | 31 |
| Pet businesses | 42 | #362 of 527 | 29 | 11.6 | $608K | 69 | 11 |
| Pet stores | 41 | #152 of 220 | 6 | 2.4 | $2.9M | 65 | Under 3 |
| Grocery and convenience stores | 41 | #369 of 538 | 54 | 21.7 | $2.5M | 75 | 18 |
| Yoga, Pilates and fitness studios | 39 | #84 of 112 | 8 | 3.2 | $2.1M | 52 | 6 |
| Physical therapy | 39 | #287 of 400 | 17 | 6.8 | $1.8M | 75 | 10 |
| Collision repair and body shops | 38 | #283 of 387 | 10 | 4.0 | $2.5M | 81 | 11 |
| Restaurants and cafes | 38 | #390 of 538 | 239 | 95.9 | $344K | 93 | 116 |
| Child care and preschools | 37 | #334 of 454 | 11 | 4.4 | $713K | 71 | 15 |
| Veterinarians | 36 | #302 of 398 | 13 | 5.2 | $1.4M | 50 | 6 |
| HVAC and plumbing | 36 | #378 of 476 | 18 | 7.2 | $3.3M | 68 | 18 |
| Doctors, dentists and clinics | 36 | #405 of 538 | 194 | 77.9 | $159K | 104 | 94 |
| Hair salons | 36 | #424 of 538 | 55 | 22.1 | $386K | 90 | 15 |
| Fast food and sandwich shops | 35 | #410 of 537 | 40 | 16.1 | $2.1M | 67 | 47 |
| Convenience stores | 35 | #413 of 529 | 32 | 12.8 | $4.3M | 54 | 8 |
| Lawn, cleaning and pest control | 33 | #410 of 481 | 21 | 8.4 | $1.3M | 76 | 28 |
| Dentists and orthodontists | 33 | #426 of 526 | 36 | 14.4 | $854K | 87 | 20 |
| Coffee shops and cafes | 32 | #451 of 529 | 28 | 11.2 | $2.9M | 79 | 16 |
| Property management | 29 | #159 of 180 | 9 | 3.6 | Index only | 62 | 10 |
| Bakeries and dessert shops | 29 | #455 of 507 | 27 | 10.8 | $3M | 73 | 16 |
| Landscaping and lawn care | 28 | #364 of 399 | 17 | 6.8 | $1.6M | 54 | 19 |
| Real estate agents and brokers | 26 | #519 of 533 | 57 | 22.9 | Index only | 100 | 17 |
| Real estate | 22 | #528 of 536 | 73 | 29.3 | Index only | 99 | 36 |
| Roofing and gutters | Not scored | Not scored | 4 | 1.6 | $14.6M | 173 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 1.2 | $14.2M | 114 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.2 | $8.3M | 60 | 4 |
| Home inspectors | Not scored | Not scored | 2 | 0.8 | Index only | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 0.8 | $13.4M | Too few | 9 |
| Pest control | Not scored | Not scored | 2 | 0.8 | $13.4M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.8 | $15.4M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.4 | $42.7M | Too few | Under 3 |
Household spending in the Mount Pleasant 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 | $24.8M | $997 | 104 |
| Gasoline and other fuels | $64.6M | $2,592 | 100 |
| Food away from home | $82.1M | $3,297 | 81 |
| Groceries | $136.6M | $5,482 | 87 |
| Personal care products and services | $21.2M | $852 | 85 |
| Child care and other personal services | $7.8M | $315 | 54 |
| Memberships, classes and admissions | $16.8M | $676 | 69 |
| Medical and dental services | $30.8M | $1,235 | 96 |
| Pets | $17.6M | $708 | 78 |
| Clothing, shoes and related services | $42.7M | $1,716 | 83 |
| Vehicle insurance | $39.2M | $1,573 | 80 |
| Home repairs, maintenance and insurance | $58.5M | $2,350 | 78 |
| Lawn care, cleaning and other household services | $26.8M | $1,076 | 76 |
| Rent and homeowner costs | $311.6M | $12,507 | 75 |
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 Pleasant area
- Population, 2025 estimate
- 64,691+0.3% since 2020
- Households
- 24,914
- Median age
- 35.1
- Homes lived in by their owners
- 62%
- Vehicles per household
- 1.8
- Land area
- 573 sq. mi.
- People per square mile
- 113
- Median household income
- $55,237+22.4% vs. 2015–2019, before inflation
- Average household income
- $74,389
- Median home value
- $170,400
- Jobs located here
- 26,182
- Daytime population
- 67,374Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Mount Pleasant 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 Pleasant 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 Pleasant area 1
- Isabella County, MI64,565 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 Mount Pleasant, MI area growing?
Population estimates put the Mount Pleasant area at 64,691 people in 2025, up 0.3% since 2020, slower than the U.S. (+3.1%). It has 24,914 households. Against the 2015–2019 survey, median household income rose 22.4%, before inflation.
How much do households in the Mount Pleasant, MI area spend?
Households in the Mount Pleasant area spend about $311.6M a year on rent and homeowner costs, $136.6M on groceries and $82.1M on food away from home. Relative to the U.S., household spending in the Mount Pleasant area runs highest on vehicle maintenance and repairs (an index of 104, where 100 is the U.S. average) and lowest on child care and other personal services (54).
Which business types have the highest market scores in the Mount Pleasant, MI area?
Of the business types scored in the Mount Pleasant area, optometrists and eye clinics (71), spas and skin care studios (69) and chiropractors (68) have the highest Groundwork market scores. For optometrists and eye clinics, that ranks #48 of 400 scored small-town markets.
How does the Mount Pleasant, MI area compare with the U.S.?
Median household income in the Mount Pleasant area is $55,237, 32% below the U.S. median of $80,734. The population rose 0.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $170,400, against $332,700 for the U.S. Against the U.S., map listings per household run highest for convenience stores (60% above the U.S. rate) and lowest for spas and skin care studios (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. 48 of the 56 business types have a score in the Mount Pleasant 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 Pleasant 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 Pleasant 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 Pleasant 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.