Small-town market profile · Virginia
Danville, VA area market data
Population, household spending and competition for 56 business types in the Danville area, each scored against other small-town markets.
- Population, 2025
- 101,137
- −1.7% since 2020
- Households
- 44,086
- Median household income
- $49,874
- +18.3% vs. 2015–2019, before inflation
- Median home value
- $150,900
- Jobs located here
- 37,406
- Highest market score
- 65
- Landscaping and lawn care, #88 of 399 scored small-town markets
A site report maps the competitors on map listings around any address in the Danville area by name and distance, and the households and spending within reach. Or open the report at the center of the Danville 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 101,137 people live in the Danville area, in 44,086 households. Between 2020 and 2025, the population of the Danville area declined 1.7%, against +3.1% for the U.S. The median household income in the Danville area is $49,874 a year, 38% below the U.S. median of $80,734. That rose 18.3% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Danville area spend the most on vehicle insurance (an index of 127, where 100 is the U.S. average) and the least on memberships, classes and admissions (51).
The highest Groundwork market scores in the Danville area are for landscaping and lawn care companies (65), pest control companies (63) and insurance agencies (63). The Danville area ranks #88 of 399 scored small-town markets for landscaping and lawn care companies.
The Danville area takes in 2 counties: Pittsylvania County and Danville city. For its number of households, the Danville area has the most map listings, relative to the U.S., for funeral homes (95% above the U.S. rate) and the fewest for real estate agents and brokers (71% below the U.S. rate).
All 56 business types in the Danville area
Highest Groundwork market score first. Each score compares the Danville 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 |
|---|---|---|---|---|---|---|---|
| Landscaping and lawn care | 65 | #88 of 399 | 9 | 2.0 | $6.1M | 207 | 29 |
| Pest control | 63 | #21 of 85 | 6 | 1.4 | $9.1M | 89 | 5 |
| Insurance agencies | 63 | #154 of 537 | 59 | 13.4 | $1.9M | 148 | 37 |
| Chiropractors | 62 | #115 of 426 | 7 | 1.6 | $5.9M | 246 | 7 |
| Coffee shops and cafes | 62 | #128 of 529 | 19 | 4.3 | $7.1M | 191 | 10 |
| Real estate agents and brokers | 61 | #115 of 533 | 39 | 8.8 | Index only | 270 | 12 |
| Bakeries and dessert shops | 61 | #126 of 507 | 18 | 4.1 | $7.5M | 180 | 10 |
| Pet grooming and boarding | 60 | #117 of 387 | 14 | 3.2 | $2.2M | 88 | 3 |
| Lawn, cleaning and pest control | 59 | #144 of 481 | 18 | 4.1 | $3M | 181 | 53 |
| Electricians | 58 | #94 of 295 | 7 | 1.6 | $15M | 125 | 21 |
| Veterinarians | 58 | #136 of 398 | 12 | 2.7 | $2.6M | 96 | 9 |
| Property management | 57 | #60 of 180 | 5 | 1.1 | Index only | 207 | 11 |
| Pet stores | 54 | #90 of 220 | 7 | 1.6 | $4.5M | 99 | Under 3 |
| Real estate | 54 | #205 of 536 | 53 | 12.0 | Index only | 250 | 37 |
| Pet businesses | 52 | #249 of 527 | 44 | 10.0 | $714K | 81 | 12 |
| Optometrists and eye care | 51 | #197 of 400 | 13 | 2.9 | $3.2M | 101 | 5 |
| Mortgage brokers and lenders | 50 | #91 of 177 | 9 | 2.0 | Index only | 164 | 6 |
| Gas stations | 49 | #286 of 536 | 80 | 18.1 | $1.6M | 67 | 47 |
| Roofing and gutters | 47 | #158 of 288 | 9 | 2.0 | $11.7M | 138 | Under 3 |
| Restaurants and cafes | 47 | #287 of 538 | 326 | 73.9 | $412K | 111 | 173 |
| Collision repair and body shops | 46 | #223 of 387 | 10 | 2.3 | $3.8M | 125 | 16 |
| Child care and preschools | 46 | #266 of 454 | 19 | 4.3 | $743K | 74 | 15 |
| Home repair trades | 46 | #310 of 526 | 42 | 9.5 | $2.5M | 103 | 58 |
| Funeral homes | 45 | #204 of 365 | 18 | 4.1 | $385K | 57 | 12 |
| Hair salons | 41 | #367 of 538 | 82 | 18.6 | $396K | 92 | 10 |
| Gyms | 40 | #355 of 506 | 22 | 5.0 | $1M | 78 | 8 |
| Laundromats | 39 | #98 of 150 | 6 | 1.4 | $11.6M | 92 | 9 |
| Spas and skin care | 39 | #379 of 504 | 31 | 7.0 | $1M | 120 | 6 |
| Auto repair and car care | 38 | #392 of 538 | 153 | 34.7 | $251K | 93 | 74 |
| Martial arts and dance studios | 37 | #287 of 378 | 16 | 3.6 | $1.4M | 69 | 3 |
| HVAC and plumbing | 37 | #369 of 476 | 26 | 5.9 | $4M | 85 | 37 |
| Salons, barbers and spas | 37 | #416 of 538 | 162 | 36.7 | $200K | 94 | 16 |
| Sit-down restaurants | 35 | #421 of 538 | 201 | 45.6 | $668K | 101 | 76 |
| Gyms, studios and classes | 35 | #433 of 535 | 40 | 9.1 | $556K | 84 | 11 |
| Auto repair shops | 34 | #424 of 538 | 96 | 21.8 | $400K | 90 | 54 |
| Car washes and detailing | 33 | #350 of 441 | 18 | 4.1 | $2.1M | 85 | Under 3 |
| Primary care and pediatrics | 33 | #354 of 458 | 25 | 5.7 | $1.6M | 92 | 53 |
| Tire shops | 31 | #351 of 431 | 19 | 4.3 | $2M | 81 | 14 |
| Physical therapy | 30 | #337 of 400 | 21 | 4.8 | $2M | 82 | 14 |
| Clothing and shoe stores | 30 | #441 of 536 | 65 | 14.7 | $1.1M | 84 | 29 |
| Doctors, dentists and clinics | 30 | #451 of 538 | 260 | 59.0 | $158K | 104 | 108 |
| Dentists and orthodontists | 28 | #466 of 526 | 44 | 10.0 | $935K | 95 | 26 |
| Fast food and sandwich shops | 27 | #465 of 537 | 61 | 13.8 | $2.2M | 72 | 85 |
| Clothing, shoes and laundry | 26 | #466 of 536 | 89 | 20.2 | $779K | 88 | 42 |
| Pizza | 26 | #478 of 520 | 40 | 9.1 | $3.4M | 66 | 85 |
| Grocery and convenience stores | 24 | #478 of 538 | 98 | 22.2 | $2.4M | 71 | 56 |
| Grocery stores | 21 | #464 of 506 | 38 | 8.6 | $6.2M | 66 | 24 |
| Barbershops | 20 | #337 of 377 | 21 | 4.8 | $1.5M | 82 | Under 3 |
| Convenience stores | 20 | #482 of 529 | 51 | 11.6 | $4.6M | 58 | 32 |
| Nail salons | 15 | #365 of 387 | 26 | 5.9 | $1.2M | 75 | Under 3 |
| Dry cleaners | Not scored | Not scored | 5 | 1.1 | $13.9M | 88 | 4 |
| House cleaning | Not scored | Not scored | 3 | 0.7 | $18.2M | 285 | 19 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 0.5 | $11.1M | Too few | 8 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.2 | $38.4M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in the Danville 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 | $38.4M | $871 | 91 |
| Gasoline and other fuels | $127.8M | $2,898 | 112 |
| Food away from home | $134.3M | $3,045 | 75 |
| Groceries | $234.5M | $5,320 | 84 |
| Personal care products and services | $32.5M | $736 | 73 |
| Child care and other personal services | $14.1M | $320 | 55 |
| Memberships, classes and admissions | $22.2M | $504 | 51 |
| Medical and dental services | $41.1M | $933 | 72 |
| Pets | $31.4M | $712 | 78 |
| Clothing, shoes and related services | $69.3M | $1,573 | 77 |
| Vehicle insurance | $109.5M | $2,484 | 127 |
| Home repairs, maintenance and insurance | $105.2M | $2,386 | 79 |
| Lawn care, cleaning and other household services | $54.6M | $1,238 | 88 |
| Rent and homeowner costs | $574.4M | $13,029 | 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 Danville area
- Population, 2025 estimate
- 101,137−1.7% since 2020
- Households
- 44,086
- Median age
- 44.7
- Homes lived in by their owners
- 65%
- Vehicles per household
- 1.9
- Land area
- 1,012 sq. mi.
- People per square mile
- 101
- Median household income
- $49,874+18.3% vs. 2015–2019, before inflation
- Average household income
- $67,587
- Median home value
- $150,900
- Jobs located here
- 37,406
- Daytime population
- 97,358Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Danville 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 Danville 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 Danville area 2
- Pittsylvania County, VA59,856 people
- Danville city, VA42,214 people
Other markets based in Virginia 11
- Virginia Beach-Chesapeake-Norfolk, VA-NC metro area1,787,235 people
- Richmond, VA metro area1,341,248 people
- Roanoke, VA metro area314,986 people
- Lynchburg, VA metro area263,798 people
- Charlottesville, VA metro area224,335 people
- Blacksburg-Christiansburg-Radford, VA metro area181,664 people
- Winchester, VA-WV metro area146,386 people
- Harrisonburg, VA metro area136,992 people
- Staunton-Stuarts Draft, VA metro area126,822 people
- Martinsville, VA area63,638 people
- Lake of the Woods, VA area37,822 people
Questions
How fast is the Danville, VA area growing?
Population estimates put the Danville area at 101,137 people in 2025, down 1.7% since 2020, against +3.1% for the U.S. It has 44,086 households. Against the 2015–2019 survey, median household income rose 18.3%, before inflation.
How much do households in the Danville, VA area spend?
Households in the Danville area spend about $574.4M a year on rent and homeowner costs, $234.5M on groceries and $134.3M on food away from home. Relative to the U.S., household spending in the Danville area runs highest on vehicle insurance (an index of 127, where 100 is the U.S. average) and lowest on memberships, classes and admissions (51).
Which business types have the highest market scores in the Danville, VA area?
Of the business types scored in the Danville area, landscaping and lawn care companies (65), pest control companies (63) and insurance agencies (63) have the highest Groundwork market scores. For landscaping and lawn care companies, that ranks #88 of 399 scored small-town markets.
How does the Danville, VA area compare with the U.S.?
Median household income in the Danville area is $49,874, 38% below the U.S. median of $80,734. The population fell 1.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $150,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for funeral homes (95% above the U.S. rate) and lowest for real estate agents and brokers (71% 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. 50 of the 56 business types have a score in the Danville 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 Danville 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.
All markets in Virginia · Every U.S. market · How we measure
Screening a site or an acquisition in the Danville 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 Danville 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.