Metro area profile · Michigan
Traverse City, MI metro area market data
Population, household spending and competition for 56 business types in the Traverse City metro area, each scored against other metro areas.
- Population, 2025
- 156,972
- +2.2% since 2020
- Households
- 65,429
- Median household income
- $80,889
- +32.6% vs. 2015–2019, before inflation
- Median home value
- $324,300
- Jobs located here
- 61,451
- Highest market score
- 81
- Nail salons, #6 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Traverse City metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Traverse City metro 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 156,972 people live in the Traverse City metro area, in 65,429 households. Population estimates show the Traverse City metro area grew 2.2% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in the Traverse City metro area is $80,889 a year, in line with the U.S. median of $80,734. That rose 32.6% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Traverse City metro area spend the most on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and the least on child care and other personal services (74).
The highest Groundwork market scores in the Traverse City metro area are for nail salons (81), barbershops (76) and tire shops (74). The Traverse City metro area ranks #6 of 387 scored metro areas for nail salons.
The Traverse City metro area takes in 4 counties: Grand Traverse County, Leelanau County, Benzie County and Kalkaska County. For its number of households, the Traverse City metro area has the most map listings, relative to the U.S., for home inspectors (2.5 times the U.S. rate) and the fewest for barbershops (55% below the U.S. rate).
All 56 business types in the Traverse City metro area
Highest Groundwork market score first. Each score compares the Traverse City metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Nail salons | 81 | #6 of 387 | 23 | 3.5 | $2.9M | 174 | 3 |
| Barbershops | 76 | #14 of 387 | 16 | 2.4 | $4.2M | 222 | 3 |
| Tire shops | 74 | #37 of 386 | 18 | 2.8 | $4M | 161 | 9 |
| Salons, barbers and spas | 68 | #39 of 387 | 266 | 40.7 | $252K | 118 | 53 |
| Martial arts and dance studios | 67 | #53 of 387 | 25 | 3.8 | $2.5M | 122 | 13 |
| Laundromats | 66 | #84 of 364 | 9 | 1.4 | $14.7M | 118 | 3 |
| Funeral homes | 65 | #95 of 377 | 15 | 2.3 | $753K | 111 | 7 |
| Spas and skin care | 64 | #62 of 387 | 56 | 8.6 | $1.2M | 137 | 14 |
| Gyms | 64 | #71 of 387 | 49 | 7.5 | $1.3M | 97 | 14 |
| Fast food and sandwich shops | 64 | #108 of 387 | 85 | 13.0 | $3.1M | 102 | 121 |
| Primary care and pediatrics | 62 | #107 of 387 | 42 | 6.4 | $2.3M | 127 | 106 |
| Gyms, studios and classes | 58 | #115 of 387 | 101 | 15.4 | $612K | 92 | 27 |
| Dentists and orthodontists | 54 | #158 of 387 | 86 | 13.1 | $1.1M | 113 | 68 |
| Hair salons | 52 | #159 of 387 | 170 | 26.0 | $394K | 92 | 31 |
| Pizza | 52 | #179 of 387 | 63 | 9.6 | $4.2M | 82 | 121 |
| Child care and preschools | 52 | #182 of 387 | 29 | 4.4 | $967K | 97 | 34 |
| Collision repair and body shops | 52 | #186 of 381 | 21 | 3.2 | $3.4M | 112 | 19 |
| Mortgage brokers and lenders | 51 | #176 of 373 | 23 | 3.5 | Index only | 105 | 6 |
| Doctors, dentists and clinics | 51 | #186 of 387 | 597 | 91.2 | $159K | 105 | 262 |
| HVAC and plumbing | 49 | #200 of 387 | 37 | 5.7 | $4.9M | 104 | 68 |
| Convenience stores | 49 | #212 of 387 | 70 | 10.7 | $5.8M | 73 | 10 |
| Auto repair shops | 46 | #237 of 387 | 161 | 24.6 | $450K | 101 | 87 |
| Yoga, Pilates and fitness studios | 45 | #217 of 347 | 27 | 4.1 | $2.3M | 56 | 14 |
| Gas stations | 45 | #232 of 387 | 83 | 12.7 | $2.2M | 92 | 59 |
| Car washes and detailing | 43 | #251 of 387 | 32 | 4.9 | $2.3M | 90 | 19 |
| Pet stores | 43 | #251 of 382 | 21 | 3.2 | $2.7M | 60 | 4 |
| Oil change and quick lube | 42 | #194 of 290 | 8 | 1.2 | $9M | 66 | 6 |
| Auto repair and car care | 42 | #260 of 387 | 285 | 43.6 | $254K | 95 | 129 |
| Physical therapy | 41 | #260 of 386 | 53 | 8.1 | $1.8M | 75 | 29 |
| Sit-down restaurants | 41 | #270 of 387 | 383 | 58.5 | $688K | 104 | 164 |
| Insurance agencies | 35 | #275 of 387 | 96 | 14.7 | $1.1M | 92 | 70 |
| Pet grooming and boarding | 35 | #305 of 386 | 31 | 4.7 | $1.8M | 72 | 16 |
| Property management | 35 | #313 of 374 | 25 | 3.8 | Index only | 68 | 29 |
| Optometrists and eye care | 35 | #314 of 386 | 40 | 6.1 | $2.4M | 76 | 14 |
| Roofing and gutters | 34 | #316 of 381 | 41 | 6.3 | $4.5M | 53 | 13 |
| Coffee shops and cafes | 34 | #321 of 387 | 106 | 16.2 | $2.5M | 67 | 43 |
| Bakeries and dessert shops | 33 | #322 of 387 | 102 | 15.6 | $2.6M | 62 | 48 |
| Home inspectors | 32 | #207 of 243 | 10 | 1.5 | Index only | 36 | 3 |
| Clothing, shoes and laundry | 31 | #316 of 387 | 194 | 29.7 | $683K | 78 | 91 |
| Grocery and convenience stores | 31 | #319 of 387 | 195 | 29.8 | $2.1M | 61 | 51 |
| Restaurants and cafes | 31 | #332 of 387 | 891 | 136.2 | $296K | 80 | 329 |
| Clothing and shoe stores | 30 | #316 of 387 | 146 | 22.3 | $907K | 71 | 88 |
| Chiropractors | 29 | #350 of 386 | 78 | 11.9 | $1.2M | 51 | 42 |
| Pest control | 28 | #316 of 345 | 12 | 1.8 | $6.9M | 68 | 12 |
| Home repair trades | 27 | #366 of 387 | 109 | 16.7 | $1.7M | 69 | 154 |
| Grocery stores | 26 | #341 of 387 | 67 | 10.2 | $6M | 65 | 41 |
| Pet businesses | 25 | #358 of 387 | 107 | 16.4 | $533K | 61 | 47 |
| Real estate | 25 | #383 of 387 | 331 | 50.6 | Index only | 66 | 159 |
| Real estate agents and brokers | 24 | #383 of 387 | 273 | 41.7 | Index only | 63 | 93 |
| Veterinarians | 23 | #365 of 384 | 41 | 6.3 | $1.4M | 51 | 27 |
| Electricians | 22 | #368 of 383 | 31 | 4.7 | $5.9M | 49 | 73 |
| House cleaning | 20 | #365 of 375 | 32 | 4.9 | $2.6M | 40 | 50 |
| Lawn, cleaning and pest control | 17 | #386 of 387 | 120 | 18.3 | $691K | 41 | 191 |
| Landscaping and lawn care | 16 | #382 of 385 | 76 | 11.6 | $1.1M | 37 | 129 |
| Urgent care and walk-in clinics | Not scored | Not scored | 4 | 0.6 | $23.8M | 97 | 3 |
| Dry cleaners | Not scored | Not scored | 3 | 0.5 | $44.2M | 282 | Under 3 |
Household spending in the Traverse City metro 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 | $72.4M | $1,106 | 115 |
| Gasoline and other fuels | $181.9M | $2,780 | 107 |
| Food away from home | $263.4M | $4,026 | 99 |
| Groceries | $404M | $6,175 | 98 |
| Personal care products and services | $67M | $1,024 | 102 |
| Child care and other personal services | $28M | $429 | 74 |
| Memberships, classes and admissions | $61.8M | $944 | 96 |
| Medical and dental services | $95.2M | $1,455 | 113 |
| Pets | $57.1M | $872 | 96 |
| Clothing, shoes and related services | $132.5M | $2,025 | 99 |
| Vehicle insurance | $110.3M | $1,686 | 86 |
| Home repairs, maintenance and insurance | $183.1M | $2,799 | 93 |
| Lawn care, cleaning and other household services | $82.9M | $1,267 | 90 |
| Rent and homeowner costs | $941.5M | $14,390 | 86 |
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 Traverse City metro area
- Population, 2025 estimate
- 156,972+2.2% since 2020
- Households
- 65,429
- Median age
- 46.4
- Homes lived in by their owners
- 82%
- Vehicles per household
- 1.9
- Land area
- 1,691 sq. mi.
- People per square mile
- 92
- Median household income
- $80,889+32.6% vs. 2015–2019, before inflation
- Average household income
- $106,351
- Median home value
- $324,300
- Jobs located here
- 61,451
- Daytime population
- 155,130Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Traverse City metro area?
These figures cover the whole metro area. 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 Traverse City metro 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 Traverse City metro area 4
- Grand Traverse County, MI96,166 people
- Leelanau County, MI22,734 people
- Benzie County, MI18,310 people
- Kalkaska County, MI18,239 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
- Niles, MI metro area153,288 people
- Battle Creek, MI metro area133,778 people
Questions
How fast is the Traverse City, MI metro area growing?
Population estimates put the Traverse City metro area at 156,972 people in 2025, up 2.2% since 2020, slower than the U.S. (+3.1%). It has 65,429 households. Against the 2015–2019 survey, median household income rose 32.6%, before inflation.
How much do households in the Traverse City, MI metro area spend?
Households in the Traverse City metro area spend about $941.5M a year on rent and homeowner costs, $404M on groceries and $263.4M on food away from home. Relative to the U.S., household spending in the Traverse City metro area runs highest on vehicle maintenance and repairs (an index of 115, where 100 is the U.S. average) and lowest on child care and other personal services (74).
Which business types have the highest market scores in the Traverse City, MI metro area?
Of the business types scored in the Traverse City metro area, nail salons (81), barbershops (76) and tire shops (74) have the highest Groundwork market scores. For nail salons, that ranks #6 of 387 scored metro areas.
How does the Traverse City, MI metro area compare with the U.S.?
Median household income in the Traverse City metro area is $80,889, in line with the U.S. median of $80,734. The population rose 2.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $324,300, against $332,700 for the U.S. Against the U.S., map listings per household run highest for home inspectors (2.5 times the U.S. rate) and lowest for barbershops (55% 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. 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. 54 of the 56 business types have a score in the Traverse City metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Traverse City metro 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 Traverse City metro 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 Traverse City metro 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.