Small-town market profile · Michigan
Holland, MI area market data
How the Holland area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 123,188
- +2.1% since 2020
- Households
- 45,522
- Median household income
- $83,283
- +32.3% vs. 2015–2019, before inflation
- Median home value
- $267,100
- Jobs located here
- 42,851
- Highest market score
- 92
- Optometrists and eye care, #2 of 400 scored small-town markets
A site report maps the competitors on map listings around any address in the Holland area by name and distance, and the households and spending within reach. Or open the report at the center of the Holland 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 Holland area has an estimated 123,188 people and 45,522 households. Population estimates put the population change in the Holland area from 2020 to 2025 at +2.1%, slower than the U.S. (+3.1%). Median household income in the Holland area is $83,283, 3% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 32.3%, before inflation.
Relative to the U.S., household spending in the Holland area runs highest on vehicle maintenance and repairs (an index of 125, where 100 is the U.S. average) and lowest on child care and other personal services (73).
Of the business types scored in the Holland area, optometrists and eye clinics (92), primary care and pediatric clinics (89) and tire shops (89) have the highest Groundwork market scores. For optometrists and eye clinics, that ranks #2 of 400 scored small-town markets.
The Holland area is made up of one county, Allegan County. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (2.1 times the U.S. rate) and lowest for primary care and pediatric clinics (60% below the U.S. rate).
All 56 business types in the Holland area
Highest Groundwork market score first. Each score compares the Holland 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 | 92 | #2 of 400 | 11 | 2.4 | $6M | 193 | 3 |
| Primary care and pediatrics | 89 | #3 of 458 | 13 | 2.9 | $5.1M | 287 | 29 |
| Tire shops | 89 | #4 of 431 | 11 | 2.4 | $5M | 198 | 6 |
| Nail salons | 87 | #5 of 387 | 11 | 2.4 | $4.3M | 255 | Under 3 |
| Laundromats | 86 | #4 of 150 | 7 | 1.5 | $13.2M | 105 | Under 3 |
| Gyms, studios and classes | 86 | #7 of 535 | 47 | 10.3 | $909K | 137 | 7 |
| Restaurants and cafes | 86 | #8 of 538 | 367 | 80.6 | $501K | 135 | 160 |
| Spas and skin care | 86 | #8 of 504 | 26 | 5.7 | $1.8M | 206 | 4 |
| Gyms | 86 | #9 of 506 | 29 | 6.4 | $1.5M | 113 | 3 |
| Martial arts and dance studios | 85 | #5 of 378 | 15 | 3.3 | $2.8M | 141 | 4 |
| Doctors, dentists and clinics | 85 | #12 of 538 | 223 | 49.0 | $298K | 196 | 84 |
| Salons, barbers and spas | 84 | #3 of 538 | 101 | 22.2 | $463K | 218 | 22 |
| Clothing, shoes and laundry | 83 | #16 of 536 | 57 | 12.5 | $1.6M | 184 | 14 |
| Fast food and sandwich shops | 82 | #20 of 537 | 50 | 11.0 | $3.7M | 121 | 68 |
| Sit-down restaurants | 81 | #15 of 538 | 168 | 36.9 | $1.1M | 165 | 76 |
| Hair salons | 80 | #11 of 538 | 58 | 12.7 | $807K | 188 | 17 |
| Dentists and orthodontists | 80 | #23 of 526 | 37 | 8.1 | $1.8M | 183 | 25 |
| Gas stations | 80 | #29 of 536 | 57 | 12.5 | $2.4M | 101 | 40 |
| Pizza | 79 | #23 of 520 | 34 | 7.5 | $5.4M | 106 | 68 |
| Clothing and shoe stores | 79 | #35 of 536 | 46 | 10.1 | $2M | 158 | 14 |
| Chiropractors | 78 | #15 of 426 | 21 | 4.6 | $3.2M | 132 | 12 |
| Bakeries and dessert shops | 77 | #23 of 507 | 34 | 7.5 | $5.4M | 130 | 16 |
| Physical therapy | 76 | #32 of 400 | 18 | 4.0 | $3.7M | 154 | 15 |
| Child care and preschools | 76 | #35 of 454 | 17 | 3.7 | $1.1M | 113 | 17 |
| Car washes and detailing | 76 | #39 of 441 | 22 | 4.8 | $2.5M | 98 | 6 |
| Funeral homes | 76 | #45 of 365 | 11 | 2.4 | $598K | 88 | 4 |
| Convenience stores | 75 | #53 of 529 | 45 | 9.9 | $6.3M | 80 | 8 |
| Pet stores | 74 | #23 of 220 | 11 | 2.4 | $3.6M | 80 | Under 3 |
| Coffee shops and cafes | 74 | #34 of 529 | 42 | 9.2 | $4.4M | 118 | 16 |
| Grocery and convenience stores | 72 | #60 of 538 | 99 | 21.7 | $2.9M | 84 | 24 |
| Insurance agencies | 71 | #93 of 537 | 42 | 9.2 | $2M | 158 | 31 |
| Pest control | 68 | #17 of 85 | 7 | 1.5 | $8.3M | 81 | 6 |
| Auto repair shops | 67 | #91 of 538 | 94 | 20.6 | $580K | 130 | 76 |
| Grocery stores | 67 | #96 of 506 | 34 | 7.5 | $8.3M | 89 | 16 |
| Property management | 65 | #39 of 180 | 12 | 2.6 | Index only | 99 | 7 |
| Auto repair and car care | 65 | #121 of 538 | 189 | 41.5 | $288K | 107 | 91 |
| Collision repair and body shops | 64 | #93 of 387 | 15 | 3.3 | $3.6M | 118 | 23 |
| Real estate agents and brokers | 61 | #124 of 533 | 72 | 15.8 | Index only | 167 | 26 |
| Roofing and gutters | 60 | #87 of 288 | 18 | 4.0 | $7.1M | 84 | 9 |
| Veterinarians | 60 | #128 of 398 | 19 | 4.2 | $2.1M | 77 | 17 |
| Real estate | 60 | #137 of 536 | 92 | 20.2 | Index only | 165 | 46 |
| Electricians | 51 | #154 of 295 | 21 | 4.6 | $6.1M | 51 | 35 |
| HVAC and plumbing | 44 | #295 of 476 | 38 | 8.3 | $3.4M | 71 | 59 |
| Pet grooming and boarding | 43 | #254 of 387 | 34 | 7.5 | $1.2M | 46 | 11 |
| Lawn, cleaning and pest control | 43 | #293 of 481 | 42 | 9.2 | $1.4M | 82 | 81 |
| Home repair trades | 42 | #360 of 526 | 77 | 16.9 | $1.7M | 68 | 103 |
| Pet businesses | 42 | #370 of 527 | 84 | 18.5 | $476K | 54 | 28 |
| Landscaping and lawn care | 39 | #280 of 399 | 31 | 6.8 | $1.9M | 64 | 62 |
| Home inspectors | Not scored | Not scored | 5 | 1.1 | Index only | 50 | 5 |
| Oil change and quick lube | Not scored | Not scored | 5 | 1.1 | $10.9M | 79 | Under 3 |
| Barbershops | Not scored | Not scored | 4 | 0.9 | $11.7M | 621 | Under 3 |
| House cleaning | Not scored | Not scored | 4 | 0.9 | $14.4M | 226 | 13 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 0.7 | Index only | 561 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 0.7 | $14.2M | 351 | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.2 | $66.5M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Holland 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 | $54.5M | $1,197 | 125 |
| Gasoline and other fuels | $137.1M | $3,013 | 116 |
| Food away from home | $183.8M | $4,038 | 99 |
| Groceries | $282.3M | $6,202 | 98 |
| Personal care products and services | $46.8M | $1,028 | 102 |
| Child care and other personal services | $19.3M | $423 | 73 |
| Memberships, classes and admissions | $42.7M | $939 | 95 |
| Medical and dental services | $66.5M | $1,461 | 113 |
| Pets | $40M | $879 | 97 |
| Clothing, shoes and related services | $92.2M | $2,025 | 99 |
| Vehicle insurance | $83.2M | $1,828 | 93 |
| Home repairs, maintenance and insurance | $127.9M | $2,810 | 93 |
| Lawn care, cleaning and other household services | $57.8M | $1,270 | 90 |
| Rent and homeowner costs | $657M | $14,432 | 87 |
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 Holland area
- Population, 2025 estimate
- 123,188+2.1% since 2020
- Households
- 45,522
- Median age
- 41.4
- Homes lived in by their owners
- 87%
- Vehicles per household
- 2.0
- Land area
- 825 sq. mi.
- People per square mile
- 147
- Median household income
- $83,283+32.3% vs. 2015–2019, before inflation
- Average household income
- $103,889
- Median home value
- $267,100
- Jobs located here
- 42,851
- Daytime population
- 107,584Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Holland 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 Holland 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 Holland area 1
- Allegan County, MI121,456 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 Holland, MI area growing?
Population estimates put the Holland area at 123,188 people in 2025, up 2.1% since 2020, slower than the U.S. (+3.1%). It has 45,522 households. Median household income rose 32.3% from the 2015–2019 survey, before inflation.
How much do households in the Holland, MI area spend?
Households in the Holland area spend about $657M a year on rent and homeowner costs, $282.3M on groceries and $183.8M on food away from home. Set against the U.S., households in the Holland area spend the most on vehicle maintenance and repairs (an index of 125, where 100 is the U.S. average) and the least on child care and other personal services (73).
Which business types have the highest market scores in the Holland, MI area?
The highest Groundwork market scores in the Holland area are for optometrists and eye clinics (92), primary care and pediatric clinics (89) and tire shops (89). The Holland area ranks #2 of 400 scored small-town markets for optometrists and eye clinics.
How does the Holland, MI area compare with the U.S.?
The median household income in the Holland area is $83,283 a year, 3% above the U.S. median of $80,734. The population rose 2.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $267,100, against $332,700 for the U.S. For its number of households, the Holland area has the most map listings, relative to the U.S., for pet grooming and boarding businesses (2.1 times the U.S. rate) and the fewest for primary care and pediatric clinics (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. 48 of the 56 business types have a score in the Holland 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 Holland 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 Michigan · Every U.S. market · How we measure
Screening a site or an acquisition in the Holland 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 Holland 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.