Small-town market profile · Massachusetts
Vineyard Haven, MA area market data
How the Vineyard Haven area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 21,219
- +3.1% since 2020
- Households
- 7,584
- Median household income
- $125,786
- +75.2% vs. 2015–2019, before inflation
- Median home value
- $1,165,800
- Jobs located here
- 7,891
- Highest market score
- 91
- Doctors, dentists and clinics, #3 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Vineyard Haven area by name and distance, and the households and spending within reach. Or open the report at the center of the Vineyard Haven 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 Vineyard Haven area has an estimated 21,219 people and 7,584 households. Population estimates put the population change in the Vineyard Haven area from 2020 to 2025 at +3.1%, in step with the U.S. (+3.1%). Median household income in the Vineyard Haven area is $125,786, 56% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 75.2%, before inflation.
Relative to the U.S., household spending in the Vineyard Haven area runs highest on child care and other personal services (an index of 149, where 100 is the U.S. average) and lowest on pets (92).
Of the business types scored in the Vineyard Haven area, medical and dental practices (91), insurance agencies (72) and barbershops (68) have the highest Groundwork market scores. For medical and dental practices, that ranks #3 of 538 scored small-town markets.
The Vineyard Haven area is made up of one county, Dukes County. Against the U.S., map listings per household run highest for yoga, Pilates and fitness studios (7.7 times the U.S. rate) and lowest for medical and dental practices (44% below the U.S. rate).
All 56 business types in the Vineyard Haven area
Highest Groundwork market score first. Each score compares the Vineyard Haven 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 |
|---|---|---|---|---|---|---|---|
| Doctors, dentists and clinics | 91 | #3 of 538 | 36 | 47.5 | $310K | 203 | 11 |
| Insurance agencies | 72 | #88 of 537 | 5 | 6.6 | $2.8M | 224 | 7 |
| Barbershops | 68 | #82 of 377 | 5 | 6.6 | $1.9M | 100 | Under 3 |
| Auto repair and car care | 67 | #101 of 538 | 16 | 21.1 | $517K | 192 | 18 |
| Fast food and sandwich shops | 67 | #111 of 537 | 10 | 13.2 | $3.8M | 125 | 27 |
| Home repair trades | 66 | #81 of 526 | 9 | 11.9 | $3.3M | 136 | 76 |
| Auto repair shops | 66 | #101 of 538 | 10 | 13.2 | $827K | 186 | 14 |
| Hair salons | 62 | #132 of 538 | 19 | 25.1 | $498K | 116 | 13 |
| Chiropractors | 61 | #129 of 426 | 5 | 6.6 | $2.2M | 93 | 3 |
| Dentists and orthodontists | 58 | #199 of 526 | 11 | 14.5 | $1M | 103 | 5 |
| Gyms | 57 | #183 of 506 | 9 | 11.9 | $1.1M | 88 | 6 |
| Salons, barbers and spas | 49 | #287 of 538 | 44 | 58.0 | $215K | 101 | 18 |
| Electricians | 46 | #180 of 295 | 5 | 6.6 | $6M | 50 | 31 |
| Grocery and convenience stores | 44 | #345 of 538 | 29 | 38.2 | $2M | 60 | 12 |
| Pizza | 41 | #349 of 520 | 14 | 18.5 | $2.7M | 54 | 27 |
| Spas and skin care | 39 | #384 of 504 | 15 | 19.8 | $630K | 72 | 3 |
| Gyms, studios and classes | 38 | #415 of 535 | 27 | 35.6 | $383K | 58 | 16 |
| Real estate | 38 | #419 of 536 | 60 | 79.1 | Index only | 63 | 64 |
| Pet grooming and boarding | 37 | #303 of 387 | 5 | 6.6 | $1.3M | 50 | 7 |
| Grocery stores | 37 | #380 of 506 | 14 | 18.5 | $4.2M | 45 | 10 |
| Real estate agents and brokers | 37 | #436 of 533 | 57 | 75.2 | Index only | 53 | 40 |
| Clothing and shoe stores | 36 | #399 of 536 | 80 | 105.5 | $270K | 21 | 48 |
| Bakeries and dessert shops | 36 | #407 of 507 | 31 | 40.9 | $1.2M | 30 | 20 |
| Clothing, shoes and laundry | 36 | #410 of 536 | 103 | 135.8 | $210K | 24 | 48 |
| Restaurants and cafes | 36 | #412 of 538 | 232 | 305.9 | $164K | 44 | 111 |
| Sit-down restaurants | 36 | #418 of 538 | 127 | 167.5 | $300K | 45 | 67 |
| Coffee shops and cafes | 36 | #428 of 529 | 27 | 35.6 | $1.4M | 38 | 17 |
| Landscaping and lawn care | 35 | #313 of 399 | 17 | 22.4 | $708K | 24 | 88 |
| Lawn, cleaning and pest control | 35 | #391 of 481 | 23 | 30.3 | $523K | 31 | 102 |
| Pet businesses | 35 | #432 of 527 | 14 | 18.5 | $454K | 52 | 12 |
| Yoga, Pilates and fitness studios | 34 | #96 of 112 | 14 | 18.5 | $738K | 18 | 6 |
| Gas stations | 32 | #446 of 536 | 15 | 19.8 | $1.2M | 51 | 11 |
| Child care and preschools | Not scored | Not scored | 4 | 5.3 | $1.6M | 163 | 7 |
| Convenience stores | Not scored | Not scored | 4 | 5.3 | $14.7M | 187 | Under 3 |
| House cleaning | Not scored | Not scored | 4 | 5.3 | $3M | 47 | 14 |
| HVAC and plumbing | Not scored | Not scored | 4 | 5.3 | $7.4M | 157 | 41 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 5.3 | $2.6M | 128 | 10 |
| Dry cleaners | Not scored | Not scored | 3 | 4.0 | $7.2M | 46 | Under 3 |
| Nail salons | Not scored | Not scored | 3 | 4.0 | $3.2M | 189 | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 3 | 4.0 | $3.7M | 119 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 4.0 | $2.1M | 47 | Under 3 |
| Veterinarians | Not scored | Not scored | 3 | 4.0 | $2.1M | 78 | 5 |
| Car washes and detailing | Not scored | Not scored | 2 | 2.6 | $4.1M | Too few | 3 |
| Pest control | Not scored | Not scored | 2 | 2.6 | $6M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 2 | 2.6 | $5.6M | Too few | Under 3 |
| Property management | Not scored | Not scored | 2 | 2.6 | Index only | Too few | 22 |
| Collision repair and body shops | Not scored | Not scored | 1 | 1.3 | $8.3M | Too few | Under 3 |
| Funeral homes | Not scored | Not scored | 1 | 1.3 | $1.8M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 1.3 | $21.6M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 1.3 | Index only | Too few | Under 3 |
| Tire shops | Not scored | Not scored | 1 | 1.3 | $8.3M | Too few | Under 3 |
| Home inspectors | 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 |
| Primary care and pediatrics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
| Roofing and gutters | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 4 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Vineyard Haven 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 | $8.3M | $1,091 | 114 |
| Gasoline and other fuels | $18.1M | $2,384 | 92 |
| Food away from home | $38.1M | $5,027 | 124 |
| Groceries | $58.8M | $7,755 | 123 |
| Personal care products and services | $9.5M | $1,247 | 124 |
| Child care and other personal services | $6.5M | $863 | 149 |
| Memberships, classes and admissions | $10.3M | $1,362 | 139 |
| Medical and dental services | $11.1M | $1,470 | 114 |
| Pets | $6.4M | $839 | 92 |
| Clothing, shoes and related services | $21.6M | $2,847 | 139 |
| Vehicle insurance | $14M | $1,851 | 95 |
| Home repairs, maintenance and insurance | $29.8M | $3,929 | 130 |
| Lawn care, cleaning and other household services | $12M | $1,587 | 112 |
| Rent and homeowner costs | $163.5M | $21,562 | 129 |
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 Vineyard Haven area
- Population, 2025 estimate
- 21,219+3.1% since 2020
- Households
- 7,584
- Median age
- 50.4
- Homes lived in by their owners
- 82%
- Vehicles per household
- 2.0
- Land area
- 103 sq. mi.
- People per square mile
- 203
- Median household income
- $125,786+75.2% vs. 2015–2019, before inflation
- Average household income
- $207,940
- Median home value
- $1,165,800
- Jobs located here
- 7,891
- Daytime population
- 20,942Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Vineyard Haven 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 Vineyard Haven 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 Vineyard Haven area 1
- Dukes County, MA20,933 people
Other markets based in Massachusetts 8
- Boston-Cambridge-Newton, MA-NH metro area4,953,354 people
- Worcester, MA metro area867,788 people
- Springfield, MA metro area462,815 people
- Barnstable Town, MA metro area231,668 people
- Amherst Town-Northampton, MA metro area162,028 people
- Pittsfield, MA metro area129,430 people
- Greenfield, MA area70,944 people
- Nantucket, MA area14,483 people
Questions
How fast is the Vineyard Haven, MA area growing?
Population estimates put the Vineyard Haven area at 21,219 people in 2025, up 3.1% since 2020, in step with the U.S. (+3.1%). It has 7,584 households. Median household income rose 75.2% from the 2015–2019 survey, before inflation.
How much do households in the Vineyard Haven, MA area spend?
Households in the Vineyard Haven area spend about $163.5M a year on rent and homeowner costs, $58.8M on groceries and $38.1M on food away from home. Set against the U.S., households in the Vineyard Haven area spend the most on child care and other personal services (an index of 149, where 100 is the U.S. average) and the least on pets (92).
Which business types have the highest market scores in the Vineyard Haven, MA area?
The highest Groundwork market scores in the Vineyard Haven area are for medical and dental practices (91), insurance agencies (72) and barbershops (68). The Vineyard Haven area ranks #3 of 538 scored small-town markets for medical and dental practices.
How does the Vineyard Haven, MA area compare with the U.S.?
The median household income in the Vineyard Haven area is $125,786 a year, 56% above the U.S. median of $80,734. The population rose 3.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $1,165,800, against $332,700 for the U.S. For its number of households, the Vineyard Haven area has the most map listings, relative to the U.S., for yoga, Pilates and fitness studios (7.7 times the U.S. rate) and the fewest for medical and dental practices (44% 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. 32 of the 56 business types have a score in the Vineyard Haven 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 Vineyard Haven 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 Massachusetts · Every U.S. market · How we measure
Screening a site or an acquisition in the Vineyard Haven 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 Vineyard Haven 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.