Small-town market profile · Mississippi
Brookhaven, MS area market data
Population, household spending and competition for 56 business types in the Brookhaven area, each scored against other small-town markets.
- Population, 2025
- 35,012
- +0.5% since 2020
- Households
- 13,158
- Median household income
- $51,119
- +20.0% vs. 2015–2019, before inflation
- Median home value
- $155,800
- Jobs located here
- 13,891
- Highest market score
- 62
- Real estate agents and brokers, #111 of 533 scored small-town markets
A site report maps the competitors on map listings around any address in the Brookhaven area by name and distance, and the households and spending within reach. Or open the report at the center of the Brookhaven 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 35,012 people live in the Brookhaven area, in 13,158 households. Between 2020 and 2025, the population of the Brookhaven area grew 0.5%, slower than the U.S. (+3.1%). The median household income in the Brookhaven area is $51,119 a year, 37% below the U.S. median of $80,734. That rose 20.0% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Brookhaven area spend the most on vehicle insurance (an index of 130, where 100 is the U.S. average) and the least on memberships, classes and admissions (56).
The highest Groundwork market scores in the Brookhaven area are for real estate agents and brokers (62), real estate businesses (59) and home repair companies (59). The Brookhaven area ranks #111 of 533 scored small-town markets for real estate agents and brokers.
The Brookhaven area is made up of one county, Lincoln County. For its number of households, the Brookhaven area has the most map listings, relative to the U.S., for convenience stores (2.7 times the U.S. rate) and the fewest for real estate businesses (57% below the U.S. rate).
All 56 business types in the Brookhaven area
Highest Groundwork market score first. Each score compares the Brookhaven 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 |
|---|---|---|---|---|---|---|---|
| Real estate agents and brokers | 62 | #111 of 533 | 19 | 14.4 | Index only | 170 | 3 |
| Real estate | 59 | #145 of 536 | 22 | 16.7 | Index only | 185 | 9 |
| Home repair trades | 59 | #147 of 526 | 9 | 6.8 | $3.6M | 149 | 21 |
| Lawn, cleaning and pest control | 57 | #170 of 481 | 9 | 6.8 | $1.9M | 112 | 17 |
| Pet businesses | 56 | #193 of 527 | 13 | 9.9 | $759K | 86 | 6 |
| HVAC and plumbing | 51 | #218 of 476 | 7 | 5.3 | $4.6M | 98 | 11 |
| Sit-down restaurants | 50 | #266 of 538 | 67 | 50.9 | $626K | 94 | 16 |
| Bakeries and dessert shops | 49 | #266 of 507 | 6 | 4.6 | $7M | 169 | 11 |
| Grocery stores | 47 | #292 of 506 | 8 | 6.1 | $9M | 96 | Under 3 |
| Auto repair and car care | 46 | #312 of 538 | 45 | 34.2 | $263K | 98 | 24 |
| Doctors, dentists and clinics | 45 | #324 of 538 | 73 | 55.5 | $175K | 115 | 30 |
| Tire shops | 43 | #274 of 431 | 6 | 4.6 | $2M | 79 | 3 |
| Restaurants and cafes | 43 | #340 of 538 | 112 | 85.1 | $374K | 101 | 61 |
| Nail salons | 42 | #250 of 387 | 5 | 3.8 | $2M | 121 | Under 3 |
| Pizza | 42 | #329 of 520 | 8 | 6.1 | $5.2M | 103 | 34 |
| Insurance agencies | 41 | #344 of 537 | 28 | 21.3 | $1.2M | 95 | 19 |
| Gyms, studios and classes | 40 | #385 of 535 | 15 | 11.4 | $483K | 73 | 3 |
| Grocery and convenience stores | 40 | #388 of 538 | 41 | 31.2 | $1.7M | 52 | 5 |
| Auto repair shops | 39 | #380 of 538 | 29 | 22.0 | $408K | 92 | 18 |
| Gas stations | 35 | #422 of 536 | 28 | 21.3 | $1.4M | 58 | 28 |
| Barbershops | 33 | #294 of 377 | 6 | 4.6 | $1.7M | 89 | Under 3 |
| Convenience stores | 33 | #426 of 529 | 28 | 21.3 | $2.6M | 32 | 3 |
| Fast food and sandwich shops | 33 | #427 of 537 | 17 | 12.9 | $2.5M | 81 | 34 |
| Salons, barbers and spas | 33 | #464 of 538 | 64 | 48.6 | $157K | 74 | 6 |
| Spas and skin care | 32 | #429 of 504 | 11 | 8.4 | $916K | 105 | 3 |
| Dentists and orthodontists | 32 | #430 of 526 | 12 | 9.1 | $1.1M | 108 | 11 |
| Coffee shops and cafes | 30 | #467 of 529 | 13 | 9.9 | $3.2M | 87 | 11 |
| Collision repair and body shops | 29 | #332 of 387 | 6 | 4.6 | $2M | 64 | 5 |
| Primary care and pediatrics | 29 | #382 of 458 | 11 | 8.4 | $1.2M | 65 | 19 |
| Gyms | 29 | #449 of 506 | 12 | 9.1 | $604K | 46 | 3 |
| Child care and preschools | 28 | #393 of 454 | 10 | 7.6 | $458K | 46 | Under 3 |
| Physical therapy | 26 | #355 of 400 | 8 | 6.1 | $1.6M | 66 | Under 3 |
| Clothing, shoes and laundry | 23 | #487 of 536 | 35 | 26.6 | $615K | 70 | 24 |
| Funeral homes | 22 | #338 of 365 | 8 | 6.1 | $225K | 33 | Under 3 |
| Clothing and shoe stores | 22 | #495 of 536 | 28 | 21.3 | $769K | 61 | 24 |
| Hair salons | 18 | #523 of 538 | 42 | 31.9 | $240K | 56 | Under 3 |
| Chiropractors | Not scored | Not scored | 4 | 3.0 | $3.2M | 133 | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 4 | 3.0 | $4.2M | 144 | 7 |
| Optometrists and eye care | Not scored | Not scored | 4 | 3.0 | $3.2M | 102 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 3.0 | $2.5M | 97 | 3 |
| Veterinarians | Not scored | Not scored | 4 | 3.0 | $2.5M | 91 | 3 |
| Car washes and detailing | Not scored | Not scored | 3 | 2.3 | $3.9M | 157 | Under 3 |
| Dry cleaners | Not scored | Not scored | 3 | 2.3 | $7.2M | 46 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 2.3 | $5.6M | 88 | 7 |
| Martial arts and dance studios | Not scored | Not scored | 3 | 2.3 | $2.4M | 120 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 2.3 | Index only | 151 | 3 |
| Pet stores | Not scored | Not scored | 3 | 2.3 | $3.3M | 73 | Under 3 |
| Electricians | Not scored | Not scored | 2 | 1.5 | $16.3M | Too few | 10 |
| Laundromats | Not scored | Not scored | 2 | 1.5 | $10.8M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.5 | $5.9M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.5 | $8.5M | Too few | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.8 | $12.8M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Property management | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Roofing and gutters | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in the Brookhaven 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 | $11.8M | $899 | 94 |
| Gasoline and other fuels | $39.1M | $2,968 | 114 |
| Food away from home | $41.9M | $3,188 | 78 |
| Groceries | $71.6M | $5,444 | 86 |
| Personal care products and services | $10.1M | $766 | 76 |
| Child care and other personal services | $4.6M | $348 | 60 |
| Memberships, classes and admissions | $7.3M | $551 | 56 |
| Medical and dental services | $12.8M | $971 | 75 |
| Pets | $9.9M | $749 | 82 |
| Clothing, shoes and related services | $21.5M | $1,636 | 80 |
| Vehicle insurance | $33.4M | $2,542 | 130 |
| Home repairs, maintenance and insurance | $32.5M | $2,471 | 82 |
| Lawn care, cleaning and other household services | $16.9M | $1,285 | 91 |
| Rent and homeowner costs | $176.4M | $13,404 | 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 Brookhaven area
- Population, 2025 estimate
- 35,012+0.5% since 2020
- Households
- 13,158
- Median age
- 41.5
- Homes lived in by their owners
- 75%
- Vehicles per household
- 1.9
- Land area
- 586 sq. mi.
- People per square mile
- 59
- Median household income
- $51,119+20.0% vs. 2015–2019, before inflation
- Average household income
- $72,564
- Median home value
- $155,800
- Jobs located here
- 13,891
- Daytime population
- 33,849Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Brookhaven 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 Brookhaven 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 Brookhaven area 1
- Lincoln County, MS34,877 people
Other markets based in Mississippi 12
- Jackson, MS metro area611,324 people
- Gulfport-Biloxi, MS metro area421,201 people
- Hattiesburg, MS metro area155,434 people
- Tupelo, MS area132,254 people
- Meridian, MS area86,818 people
- Laurel, MS area82,531 people
- Oxford, MS area70,746 people
- Columbus, MS area67,863 people
- Starkville, MS area61,743 people
- Picayune, MS area57,458 people
- Natchez, MS-LA area54,045 people
- McComb, MS area53,441 people
Questions
How fast is the Brookhaven, MS area growing?
Population estimates put the Brookhaven area at 35,012 people in 2025, up 0.5% since 2020, slower than the U.S. (+3.1%). It has 13,158 households. Against the 2015–2019 survey, median household income rose 20.0%, before inflation.
How much do households in the Brookhaven, MS area spend?
Households in the Brookhaven area spend about $176.4M a year on rent and homeowner costs, $71.6M on groceries and $41.9M on food away from home. Relative to the U.S., household spending in the Brookhaven area runs highest on vehicle insurance (an index of 130, where 100 is the U.S. average) and lowest on memberships, classes and admissions (56).
Which business types have the highest market scores in the Brookhaven, MS area?
Of the business types scored in the Brookhaven area, real estate agents and brokers (62), real estate businesses (59) and home repair companies (59) have the highest Groundwork market scores. For real estate agents and brokers, that ranks #111 of 533 scored small-town markets.
How does the Brookhaven, MS area compare with the U.S.?
Median household income in the Brookhaven area is $51,119, 37% below the U.S. median of $80,734. The population rose 0.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $155,800, against $332,700 for the U.S. Against the U.S., map listings per household run highest for convenience stores (2.7 times the U.S. rate) and lowest for real estate businesses (57% 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. 36 of the 56 business types have a score in the Brookhaven 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 Brookhaven 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 Mississippi · Every U.S. market · How we measure
Screening a site or an acquisition in the Brookhaven 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 Brookhaven 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.