Small-town market profile · Wisconsin
Platteville, WI area market data
How the Platteville area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 52,446
- +0.9% since 2020
- Households
- 19,960
- Median household income
- $66,858
- +22.0% vs. 2015–2019, before inflation
- Median home value
- $200,700
- Jobs located here
- 17,860
- Highest market score
- 83
- Clothing, shoes and laundry, #14 of 536 scored small-town markets
A site report maps the competitors on map listings around any address in the Platteville area by name and distance, and the households and spending within reach. Or open the report at the center of the Platteville 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 Platteville area has an estimated 52,446 people and 19,960 households. Population estimates put the population change in the Platteville area from 2020 to 2025 at +0.9%, slower than the U.S. (+3.1%). Median household income in the Platteville area is $66,858, 17% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.0%, before inflation.
Relative to the U.S., household spending in the Platteville area runs highest on vehicle maintenance and repairs (an index of 116, where 100 is the U.S. average) and lowest on child care and other personal services (60).
Of the business types scored in the Platteville area, clothing, shoe and laundry businesses (83); clothing and shoe stores (81); and optometrists and eye clinics (79) have the highest Groundwork market scores. For clothing, shoe and laundry businesses, that ranks #14 of 536 scored small-town markets.
The Platteville area is made up of one county, Grant County. Against the U.S., map listings per household run highest for funeral homes (3.8 times the U.S. rate) and lowest for clothing and shoe stores (60% below the U.S. rate).
All 56 business types in the Platteville area
Highest Groundwork market score first. Each score compares the Platteville 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, shoes and laundry | 83 | #14 of 536 | 19 | 9.5 | $1.9M | 219 | 3 |
| Clothing and shoe stores | 81 | #24 of 536 | 13 | 6.5 | $2.8M | 222 | 3 |
| Optometrists and eye care | 79 | #19 of 400 | 5 | 2.5 | $5.3M | 169 | Under 3 |
| Primary care and pediatrics | 77 | #40 of 458 | 10 | 5.0 | $2.6M | 149 | 13 |
| Fast food and sandwich shops | 76 | #51 of 537 | 22 | 11.0 | $3.3M | 107 | 20 |
| Barbershops | 74 | #48 of 377 | 6 | 3.0 | $3.1M | 163 | Under 3 |
| Doctors, dentists and clinics | 74 | #59 of 538 | 95 | 47.6 | $279K | 183 | 43 |
| Pizza | 73 | #58 of 520 | 15 | 7.5 | $4.8M | 94 | 20 |
| Spas and skin care | 66 | #91 of 504 | 13 | 6.5 | $1.4M | 162 | Under 3 |
| Martial arts and dance studios | 65 | #81 of 378 | 7 | 3.5 | $2.2M | 109 | 3 |
| Pet grooming and boarding | 63 | #95 of 387 | 7 | 3.5 | $2.2M | 87 | Under 3 |
| Dentists and orthodontists | 61 | #155 of 526 | 16 | 8.0 | $1.7M | 168 | 16 |
| Car washes and detailing | 60 | #140 of 441 | 10 | 5.0 | $2.2M | 88 | Under 3 |
| Sit-down restaurants | 59 | #174 of 538 | 94 | 47.1 | $765K | 115 | 36 |
| Convenience stores | 57 | #213 of 529 | 20 | 10.0 | $5.8M | 73 | Under 3 |
| Lawn, cleaning and pest control | 56 | #179 of 481 | 13 | 6.5 | $1.8M | 106 | 18 |
| Restaurants and cafes | 56 | #207 of 538 | 223 | 111.7 | $323K | 87 | 70 |
| Real estate agents and brokers | 55 | #191 of 533 | 33 | 16.5 | Index only | 148 | 5 |
| Bakeries and dessert shops | 54 | #211 of 507 | 15 | 7.5 | $4.8M | 116 | 13 |
| Landscaping and lawn care | 53 | #163 of 399 | 9 | 4.5 | $2.6M | 88 | 13 |
| Tire shops | 53 | #197 of 431 | 12 | 6.0 | $1.9M | 74 | Under 3 |
| Gyms | 51 | #245 of 506 | 15 | 7.5 | $1M | 79 | 5 |
| Insurance agencies | 50 | #262 of 537 | 20 | 10.0 | $1.7M | 139 | 23 |
| Gyms, studios and classes | 50 | #287 of 535 | 25 | 12.5 | $616K | 93 | 8 |
| Real estate | 49 | #279 of 536 | 39 | 19.5 | Index only | 157 | 17 |
| Salons, barbers and spas | 49 | #282 of 538 | 74 | 37.1 | $250K | 117 | 20 |
| Roofing and gutters | 47 | #161 of 288 | 7 | 3.5 | $7.2M | 86 | Under 3 |
| Gas stations | 47 | #309 of 536 | 32 | 16.0 | $1.8M | 75 | 30 |
| Coffee shops and cafes | 44 | #326 of 529 | 22 | 11.0 | $3.3M | 88 | 13 |
| Pet stores | 43 | #143 of 220 | 6 | 3.0 | $2.6M | 57 | Under 3 |
| Chiropractors | 39 | #295 of 426 | 16 | 8.0 | $1.7M | 69 | 10 |
| Grocery and convenience stores | 39 | #393 of 538 | 57 | 28.6 | $2M | 60 | 15 |
| Electricians | 38 | #224 of 295 | 10 | 5.0 | $5.1M | 42 | 12 |
| Auto repair and car care | 38 | #399 of 538 | 117 | 58.6 | $190K | 71 | 37 |
| HVAC and plumbing | 37 | #370 of 476 | 14 | 7.0 | $3.6M | 76 | 23 |
| Hair salons | 37 | #417 of 538 | 52 | 26.1 | $355K | 83 | 15 |
| Auto repair shops | 36 | #414 of 538 | 67 | 33.6 | $332K | 75 | 34 |
| Home repair trades | 36 | #423 of 526 | 31 | 15.5 | $1.6M | 67 | 35 |
| Grocery stores | 33 | #409 of 506 | 19 | 9.5 | $6.1M | 66 | 14 |
| Child care and preschools | 32 | #371 of 454 | 15 | 7.5 | $465K | 46 | 12 |
| Pet businesses | 32 | #445 of 527 | 32 | 16.0 | $484K | 55 | 13 |
| Collision repair and body shops | 26 | #350 of 387 | 19 | 9.5 | $1.2M | 38 | 14 |
| Veterinarians | 25 | #359 of 398 | 12 | 6.0 | $1.3M | 47 | 13 |
| Funeral homes | 23 | #335 of 365 | 16 | 8.0 | $190K | 28 | 10 |
| House cleaning | Not scored | Not scored | 3 | 1.5 | $7.7M | 120 | 5 |
| Nail salons | Not scored | Not scored | 3 | 1.5 | $6.2M | 369 | Under 3 |
| Property management | Not scored | Not scored | 3 | 1.5 | Index only | 159 | 9 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 1.5 | $5.1M | 126 | 5 |
| Home inspectors | Not scored | Not scored | 2 | 1.0 | Index only | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 1.0 | $18.3M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.5 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.5 | $23.1M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 1 | 0.5 | $26.5M | Too few | 4 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | 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 | Under 3 |
Household spending in the Platteville 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 | $22.2M | $1,114 | 116 |
| Gasoline and other fuels | $57.2M | $2,865 | 110 |
| Food away from home | $71.9M | $3,604 | 89 |
| Groceries | $115.7M | $5,796 | 92 |
| Personal care products and services | $18.5M | $926 | 92 |
| Child care and other personal services | $7M | $350 | 60 |
| Memberships, classes and admissions | $15.4M | $771 | 78 |
| Medical and dental services | $26.5M | $1,326 | 103 |
| Pets | $15.5M | $776 | 85 |
| Clothing, shoes and related services | $36.7M | $1,837 | 89 |
| Vehicle insurance | $34.8M | $1,744 | 89 |
| Home repairs, maintenance and insurance | $50.7M | $2,542 | 84 |
| Lawn care, cleaning and other household services | $23.1M | $1,157 | 82 |
| Rent and homeowner costs | $265.4M | $13,296 | 80 |
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 Platteville area
- Population, 2025 estimate
- 52,446+0.9% since 2020
- Households
- 19,960
- Median age
- 38.7
- Homes lived in by their owners
- 70%
- Vehicles per household
- 2.0
- Land area
- 1,148 sq. mi.
- People per square mile
- 45
- Median household income
- $66,858+22.0% vs. 2015–2019, before inflation
- Average household income
- $86,594
- Median home value
- $200,700
- Jobs located here
- 17,860
- Daytime population
- 45,715Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Platteville 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 Platteville 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 Platteville area 1
- Grant County, WI51,770 people
Other markets based in Wisconsin 12
- Milwaukee-Waukesha, WI metro area1,568,938 people
- Madison, WI metro area691,830 people
- Green Bay, WI metro area331,145 people
- Appleton, WI metro area245,768 people
- Racine-Mount Pleasant, WI metro area197,532 people
- Eau Claire, WI metro area173,915 people
- Oshkosh-Neenah, WI metro area171,769 people
- La Crosse-Onalaska, WI-MN metro area170,190 people
- Kenosha, WI metro area168,438 people
- Janesville-Beloit, WI metro area164,350 people
- Wausau, WI metro area138,403 people
- Sheboygan, WI metro area117,991 people
Questions
How fast is the Platteville, WI area growing?
Population estimates put the Platteville area at 52,446 people in 2025, up 0.9% since 2020, slower than the U.S. (+3.1%). It has 19,960 households. Median household income rose 22.0% from the 2015–2019 survey, before inflation.
How much do households in the Platteville, WI area spend?
Households in the Platteville area spend about $265.4M a year on rent and homeowner costs, $115.7M on groceries and $71.9M on food away from home. Set against the U.S., households in the Platteville area spend the most on vehicle maintenance and repairs (an index of 116, where 100 is the U.S. average) and the least on child care and other personal services (60).
Which business types have the highest market scores in the Platteville, WI area?
The highest Groundwork market scores in the Platteville area are for clothing, shoe and laundry businesses (83); clothing and shoe stores (81); and optometrists and eye clinics (79). The Platteville area ranks #14 of 536 scored small-town markets for clothing, shoe and laundry businesses.
How does the Platteville, WI area compare with the U.S.?
The median household income in the Platteville area is $66,858 a year, 17% below the U.S. median of $80,734. The population rose 0.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $200,700, against $332,700 for the U.S. For its number of households, the Platteville area has the most map listings, relative to the U.S., for funeral homes (3.8 times the U.S. rate) and the fewest 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. 44 of the 56 business types have a score in the Platteville 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 Platteville 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 Platteville 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 Platteville 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.