Small-town market profile · New York
Monticello, NY area market data
Population, household spending and competition for 56 business types in the Monticello area, each scored against other small-town markets.
- Population, 2025
- 80,586
- +2.7% since 2020
- Households
- 31,434
- Median household income
- $72,382
- Median home value
- $249,000
- Jobs located here
- 27,765
- Highest market score
- 93
- Clothing and shoe stores, #4 of 536 scored small-town markets
A site report maps the competitors on map listings around any address in the Monticello area by name and distance, and the households and spending within reach. Or open the report at the center of the Monticello 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 80,586 people live in the Monticello area, in 31,434 households. Population estimates show the Monticello area grew 2.7% from 2020 to 2025, in step with the U.S. (+3.1%). The median household income in the Monticello area is $72,382 a year, 10% below the U.S. median of $80,734.
Set against the U.S., households in the Monticello area spend the most on clothing, shoes and related services (an index of 108, where 100 is the U.S. average) and the least on pets (69).
The highest Groundwork market scores in the Monticello area are for clothing and shoe stores (93), roofing and gutter companies (91) and child care centers and preschools (90). The Monticello area ranks #4 of 536 scored small-town markets for clothing and shoe stores.
The Monticello area is made up of one county, Sullivan County. For its number of households, the Monticello area has the most map listings, relative to the U.S., for grocery stores (2.3 times the U.S. rate) and the fewest for clothing and shoe stores (60% below the U.S. rate).
All 56 business types in the Monticello area
Highest Groundwork market score first. Each score compares the Monticello 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 |
|---|---|---|---|---|---|---|---|
| Clothing and shoe stores | 93 | #4 of 536 | 20 | 6.4 | $3.5M | 274 | 3 |
| Roofing and gutters | 91 | #1 of 288 | 6 | 1.9 | $16.1M | 191 | 3 |
| Child care and preschools | 90 | #1 of 454 | 11 | 3.5 | $1.6M | 159 | 8 |
| Gyms | 90 | #5 of 506 | 10 | 3.2 | $2.8M | 214 | 4 |
| Clothing, shoes and laundry | 86 | #8 of 536 | 38 | 12.1 | $1.8M | 208 | 11 |
| Hair salons | 85 | #2 of 538 | 35 | 11.1 | $879K | 204 | 9 |
| Spas and skin care | 83 | #9 of 504 | 17 | 5.4 | $1.8M | 207 | Under 3 |
| Salons, barbers and spas | 81 | #6 of 538 | 77 | 24.5 | $400K | 188 | 17 |
| Dentists and orthodontists | 78 | #36 of 526 | 19 | 6.0 | $1.9M | 197 | 14 |
| Doctors, dentists and clinics | 77 | #37 of 538 | 141 | 44.9 | $262K | 171 | 48 |
| Chiropractors | 76 | #21 of 426 | 11 | 3.5 | $3.4M | 140 | 6 |
| Physical therapy | 74 | #36 of 400 | 8 | 2.5 | $4.6M | 192 | 9 |
| Martial arts and dance studios | 73 | #33 of 378 | 10 | 3.2 | $2.8M | 138 | 7 |
| Nail salons | 73 | #36 of 387 | 9 | 2.9 | $3.4M | 205 | 6 |
| Convenience stores | 73 | #59 of 529 | 19 | 6.0 | $11M | 139 | 17 |
| Primary care and pediatrics | 73 | #62 of 458 | 16 | 5.1 | $2.3M | 129 | 19 |
| Gyms, studios and classes | 72 | #39 of 535 | 34 | 10.8 | $819K | 124 | 11 |
| Fast food and sandwich shops | 71 | #78 of 537 | 29 | 9.2 | $4.2M | 137 | 66 |
| Electricians | 70 | #33 of 295 | 9 | 2.9 | $10.8M | 90 | 25 |
| Home repair trades | 70 | #52 of 526 | 32 | 10.2 | $3M | 125 | 60 |
| HVAC and plumbing | 69 | #61 of 476 | 17 | 5.4 | $5.7M | 120 | 32 |
| Property management | 67 | #29 of 180 | 6 | 1.9 | Index only | 167 | 29 |
| Barbershops | 67 | #89 of 377 | 15 | 4.8 | $2.1M | 109 | Under 3 |
| Pet grooming and boarding | 62 | #98 of 387 | 9 | 2.9 | $2.2M | 86 | 5 |
| Funeral homes | 62 | #106 of 365 | 11 | 3.5 | $419K | 62 | 6 |
| Real estate agents and brokers | 61 | #128 of 533 | 66 | 21.0 | Index only | 155 | 22 |
| Coffee shops and cafes | 61 | #151 of 529 | 27 | 8.6 | $4.5M | 121 | 23 |
| Yoga, Pilates and fitness studios | 59 | #39 of 112 | 14 | 4.5 | $2M | 49 | 4 |
| Car washes and detailing | 59 | #145 of 441 | 10 | 3.2 | $2.7M | 106 | Under 3 |
| Real estate | 59 | #146 of 536 | 75 | 23.9 | Index only | 171 | 63 |
| Laundromats | 58 | #51 of 150 | 9 | 2.9 | $7.7M | 62 | 5 |
| Auto repair and car care | 58 | #196 of 538 | 101 | 32.1 | $264K | 98 | 44 |
| Insurance agencies | 57 | #206 of 537 | 30 | 9.5 | $1.6M | 129 | 24 |
| Pizza | 56 | #195 of 520 | 31 | 9.9 | $3.9M | 77 | 66 |
| Lawn, cleaning and pest control | 55 | #189 of 481 | 22 | 7.0 | $1.8M | 107 | 55 |
| Pet businesses | 48 | #306 of 527 | 32 | 10.2 | $617K | 70 | 13 |
| Collision repair and body shops | 47 | #215 of 387 | 11 | 3.5 | $2.4M | 79 | 8 |
| Restaurants and cafes | 46 | #314 of 538 | 384 | 122.2 | $316K | 85 | 164 |
| Auto repair shops | 46 | #322 of 538 | 61 | 19.4 | $437K | 98 | 43 |
| Landscaping and lawn care | 45 | #236 of 399 | 18 | 5.7 | $2.2M | 75 | 48 |
| Sit-down restaurants | 45 | #325 of 538 | 212 | 67.4 | $572K | 86 | 75 |
| Grocery and convenience stores | 45 | #333 of 538 | 99 | 31.5 | $2.1M | 62 | 53 |
| Pet stores | 44 | #134 of 220 | 7 | 2.2 | $2.8M | 62 | Under 3 |
| Veterinarians | 42 | #254 of 398 | 13 | 4.1 | $1.5M | 56 | 8 |
| Bakeries and dessert shops | 38 | #384 of 507 | 50 | 15.9 | $2.4M | 59 | 29 |
| Grocery stores | 36 | #387 of 506 | 48 | 15.3 | $4.3M | 47 | 36 |
| Gas stations | 31 | #459 of 536 | 72 | 22.9 | $856K | 36 | 39 |
| Urgent care and walk-in clinics | Not scored | Not scored | 4 | 1.3 | $9.2M | 38 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 1.0 | $13.2M | 129 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 1.0 | $8.9M | 355 | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 0.6 | $34.9M | Too few | 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.6 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.6 | $13.3M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 2 | 0.6 | $18.4M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.3 | $39.6M | Too few | 7 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.3 | Index only | Too few | Under 3 |
Household spending in the Monticello 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 | $26.7M | $849 | 89 |
| Gasoline and other fuels | $61.6M | $1,960 | 76 |
| Food away from home | $121.3M | $3,860 | 95 |
| Groceries | $208.3M | $6,626 | 105 |
| Personal care products and services | $30.8M | $979 | 97 |
| Child care and other personal services | $17.6M | $559 | 96 |
| Memberships, classes and admissions | $27.9M | $886 | 90 |
| Medical and dental services | $36.9M | $1,173 | 91 |
| Pets | $19.7M | $628 | 69 |
| Clothing, shoes and related services | $69.7M | $2,219 | 108 |
| Vehicle insurance | $48.4M | $1,540 | 79 |
| Home repairs, maintenance and insurance | $96.9M | $3,081 | 102 |
| Lawn care, cleaning and other household services | $39.6M | $1,259 | 89 |
| Rent and homeowner costs | $556.7M | $17,709 | 106 |
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 Monticello area
- Population, 2025 estimate
- 80,586+2.7% since 2020
- Households
- 31,434
- Median age
- 41.9
- Homes lived in by their owners
- 67%
- Vehicles per household
- 1.7
- Land area
- 968 sq. mi.
- People per square mile
- 82
- Median household income
- $72,382
- Average household income
- $105,703
- Median home value
- $249,000
- Jobs located here
- 27,765
- Daytime population
- 75,219Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Monticello 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 Monticello 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 Monticello area 1
- Sullivan County, NY79,721 people
Other markets based in New York 12
- New York-Newark-Jersey City, NY-NJ metro area19,723,168 people
- Buffalo-Cheektowaga, NY metro area1,161,343 people
- Rochester, NY metro area1,058,413 people
- Albany-Schenectady-Troy, NY metro area906,052 people
- Kiryas Joel-Poughkeepsie-Newburgh, NY metro area704,836 people
- Syracuse, NY metro area656,410 people
- Utica-Rome, NY metro area288,881 people
- Binghamton, NY metro area245,242 people
- Kingston, NY metro area182,601 people
- Glens Falls, NY metro area126,039 people
- Watertown-Fort Drum, NY metro area115,040 people
- Ithaca, NY metro area104,537 people
Questions
How fast is the Monticello, NY area growing?
Population estimates put the Monticello area at 80,586 people in 2025, up 2.7% since 2020, in step with the U.S. (+3.1%). It has 31,434 households.
How much do households in the Monticello, NY area spend?
Households in the Monticello area spend about $556.7M a year on rent and homeowner costs, $208.3M on groceries and $121.3M on food away from home. Relative to the U.S., household spending in the Monticello area runs highest on clothing, shoes and related services (an index of 108, where 100 is the U.S. average) and lowest on pets (69).
Which business types have the highest market scores in the Monticello, NY area?
Of the business types scored in the Monticello area, clothing and shoe stores (93), roofing and gutter companies (91) and child care centers and preschools (90) have the highest Groundwork market scores. For clothing and shoe stores, that ranks #4 of 536 scored small-town markets.
How does the Monticello, NY area compare with the U.S.?
Median household income in the Monticello area is $72,382, 10% below the U.S. median of $80,734. The population rose 2.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $249,000, against $332,700 for the U.S. Against the U.S., map listings per household run highest for grocery stores (2.3 times the U.S. rate) and lowest for clothing and shoe stores (60% 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. 47 of the 56 business types have a score in the Monticello 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 Monticello 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 Monticello 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 Monticello 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.