County profile · New Hampshire
Sullivan County, NH market data
How Sullivan County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 43,961
- +2.1% since 2020
- Households
- 16,618
- Median household income
- $80,858
- +31.9% vs. 2015–2019, before inflation
- Median home value
- $268,700
- Jobs located here
- 13,461
- Highest market score
- 87
- Clothing, shoes and laundry, #46 of 2,210 scored counties
A site report maps the competitors on map listings around any address in Sullivan County by name and distance, and the households and spending within reach. Or open the report at the center of Sullivan County. 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
Sullivan County has an estimated 43,961 people and 16,618 households. Between 2020 and 2025, the population of Sullivan County grew 2.1%, slower than the U.S. (+3.1%). Median household income in Sullivan County is $80,858, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 31.9%, before inflation.
Relative to the U.S., household spending in Sullivan County runs highest on clothing, shoes and related services (an index of 109, where 100 is the U.S. average) and lowest on pets (71).
Of the business types scored in Sullivan County, clothing, shoe and laundry businesses (87); clothing and shoe stores (87); and hair salons (78) have the highest Groundwork market scores. For clothing, shoe and laundry businesses, that ranks #46 of 2,210 scored counties.
Sullivan County is part of the Lebanon-Claremont area. Against the U.S., map listings per household run highest for pizza places (80% above the U.S. rate) and lowest for clothing, shoe and laundry businesses (61% below the U.S. rate).
All 56 business types in Sullivan County
Highest Groundwork market score first. Each score compares Sullivan County with other counties 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 counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Clothing, shoes and laundry | 87 | #46 of 2,210 | 15 | 9.0 | $2.5M | 282 | 3 |
| Clothing and shoe stores | 87 | #49 of 2,087 | 6 | 3.6 | $6.2M | 488 | 3 |
| Hair salons | 78 | #106 of 2,339 | 28 | 16.8 | $593K | 138 | 4 |
| Fast food and sandwich shops | 78 | #167 of 2,222 | 16 | 9.6 | $4.1M | 134 | 20 |
| Salons, barbers and spas | 77 | #126 of 2,385 | 51 | 30.7 | $325K | 153 | 5 |
| Gyms | 76 | #120 of 1,792 | 8 | 4.8 | $1.9M | 143 | Under 3 |
| Gyms, studios and classes | 75 | #139 of 2,088 | 17 | 10.2 | $875K | 132 | 4 |
| Barbershops | 74 | #146 of 1,356 | 5 | 3.0 | $3.3M | 176 | Under 3 |
| Restaurants and cafes | 74 | #270 of 2,405 | 133 | 80.0 | $493K | 133 | 53 |
| Sit-down restaurants | 72 | #318 of 2,405 | 64 | 38.5 | $1M | 154 | 25 |
| Insurance agencies | 72 | #403 of 2,272 | 6 | 3.6 | $4.7M | 372 | 9 |
| Real estate agents and brokers | 71 | #197 of 2,176 | 36 | 21.7 | Index only | 152 | 4 |
| Grocery stores | 71 | #373 of 2,070 | 9 | 5.4 | $12.4M | 134 | 7 |
| Dentists and orthodontists | 68 | #308 of 1,886 | 11 | 6.6 | $1.8M | 183 | 9 |
| HVAC and plumbing | 65 | #319 of 1,707 | 6 | 3.6 | $8.6M | 181 | 21 |
| Home repair trades | 65 | #344 of 2,057 | 9 | 5.4 | $5.8M | 237 | 43 |
| Spas and skin care | 65 | #369 of 1,769 | 13 | 7.8 | $1.3M | 146 | Under 3 |
| Real estate | 65 | #385 of 2,229 | 42 | 25.3 | Index only | 164 | 15 |
| Doctors, dentists and clinics | 65 | #533 of 2,394 | 67 | 40.3 | $296K | 194 | 29 |
| Martial arts and dance studios | 64 | #282 of 1,334 | 6 | 3.6 | $2.5M | 123 | 4 |
| Coffee shops and cafes | 64 | #469 of 2,063 | 14 | 8.4 | $4.7M | 127 | 8 |
| Optometrists and eye care | 60 | #415 of 1,302 | 5 | 3.0 | $4M | 126 | 3 |
| Physical therapy | 59 | #475 of 1,422 | 7 | 4.2 | $2.8M | 118 | 5 |
| Chiropractors | 57 | #554 of 1,490 | 9 | 5.4 | $2.2M | 92 | 3 |
| Child care and preschools | 55 | #679 of 1,611 | 9 | 5.4 | $1M | 104 | 14 |
| Pizza | 53 | #924 of 2,090 | 24 | 14.4 | $2.7M | 54 | 20 |
| Bakeries and dessert shops | 51 | #907 of 1,889 | 18 | 10.8 | $3.6M | 88 | 8 |
| Grocery and convenience stores | 50 | #1,211 of 2,402 | 44 | 26.5 | $2.5M | 75 | 16 |
| Convenience stores | 45 | #1,307 of 2,261 | 24 | 14.4 | $4.7M | 59 | 9 |
| Car washes and detailing | 44 | #880 of 1,451 | 7 | 4.2 | $2.2M | 87 | Under 3 |
| Laundromats | 42 | #492 of 785 | 5 | 3.0 | $7.4M | 59 | Under 3 |
| Tire shops | 42 | #975 of 1,530 | 7 | 4.2 | $2.2M | 88 | 4 |
| Gas stations | 40 | #1,586 of 2,358 | 20 | 12.0 | $1.8M | 75 | 20 |
| Landscaping and lawn care | 38 | #1,065 of 1,493 | 9 | 5.4 | $2.3M | 80 | 38 |
| Pet businesses | 37 | #1,632 of 2,200 | 17 | 10.2 | $627K | 71 | 9 |
| Veterinarians | 36 | #1,079 of 1,485 | 7 | 4.2 | $1.5M | 56 | 4 |
| Collision repair and body shops | 30 | #1,107 of 1,327 | 8 | 4.8 | $1.9M | 63 | 6 |
| Lawn, cleaning and pest control | 30 | #1,571 of 1,771 | 17 | 10.2 | $1.2M | 74 | 52 |
| Pet grooming and boarding | 27 | #1,245 of 1,461 | 7 | 4.2 | $1.5M | 60 | 5 |
| House cleaning | 21 | #818 of 847 | 7 | 4.2 | $3M | 47 | 14 |
| Auto repair and car care | 20 | #2,275 of 2,401 | 95 | 57.2 | $162K | 60 | 38 |
| Auto repair shops | 19 | #2,276 of 2,378 | 63 | 37.9 | $245K | 55 | 32 |
| Nail salons | Not scored | Not scored | 4 | 2.4 | $4.1M | 248 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 4 | 2.4 | $5M | 278 | 9 |
| Property management | Not scored | Not scored | 4 | 2.4 | Index only | 134 | 10 |
| Funeral homes | Not scored | Not scored | 3 | 1.8 | $1M | 154 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 1.8 | $5M | 122 | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 1.2 | Index only | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.2 | $25.9M | Too few | Under 3 |
| Electricians | Not scored | Not scored | 1 | 0.6 | $51.8M | Too few | 22 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $15.4M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.6 | $21.1M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 0.6 | $10.7M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | 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 Sullivan County
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 | $15.4M | $928 | 97 |
| Gasoline and other fuels | $35.8M | $2,152 | 83 |
| Food away from home | $65.6M | $3,947 | 97 |
| Groceries | $111.9M | $6,735 | 107 |
| Personal care products and services | $16.6M | $998 | 99 |
| Child care and other personal services | $9.4M | $567 | 98 |
| Memberships, classes and admissions | $14.9M | $895 | 91 |
| Medical and dental services | $19.8M | $1,192 | 93 |
| Pets | $10.7M | $641 | 71 |
| Clothing, shoes and related services | $37.2M | $2,238 | 109 |
| Vehicle insurance | $28M | $1,687 | 86 |
| Home repairs, maintenance and insurance | $51.8M | $3,115 | 103 |
| Lawn care, cleaning and other household services | $21.1M | $1,271 | 90 |
| Rent and homeowner costs | $298.3M | $17,948 | 108 |
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 Sullivan County
- Population, 2025 estimate
- 43,961+2.1% since 2020
- Households
- 16,618
- Median age
- 47.1
- Homes lived in by their owners
- 75%
- Vehicles per household
- 1.9
- Land area
- 538 sq. mi.
- People per square mile
- 81
- Median household income
- $80,858+31.9% vs. 2015–2019, before inflation
- Average household income
- $105,975
- Median home value
- $268,700
- Jobs located here
- 13,461
- Daytime population
- 36,361Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Sullivan County?
These figures cover the whole county. 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 Sullivan County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in New Hampshire 8
- Cheshire County, NH77,297 people
- Merrimack County, NH155,967 people
- Grafton County, NH92,120 people
- Belknap County, NH64,659 people
- Hillsborough County, NH426,378 people
- Carroll County, NH51,804 people
- Rockingham County, NH319,082 people
- Strafford County, NH132,575 people
Questions
How fast is Sullivan County, NH growing?
Population estimates put Sullivan County at 43,961 people in 2025, up 2.1% since 2020, slower than the U.S. (+3.1%). It has 16,618 households. Median household income rose 31.9% from the 2015–2019 survey, before inflation.
How much do households in Sullivan County, NH spend?
Households in Sullivan County spend about $298.3M a year on rent and homeowner costs, $111.9M on groceries and $65.6M on food away from home. Set against the U.S., households in Sullivan County spend the most on clothing, shoes and related services (an index of 109, where 100 is the U.S. average) and the least on pets (71).
Which business types have the highest market scores in Sullivan County, NH?
The highest Groundwork market scores in Sullivan County are for clothing, shoe and laundry businesses (87); clothing and shoe stores (87); and hair salons (78). Sullivan County ranks #46 of 2,210 scored counties for clothing, shoe and laundry businesses.
How does Sullivan County, NH compare with the U.S.?
The median household income in Sullivan County is $80,858 a year, in line with 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 $268,700, against $332,700 for the U.S. For its number of households, Sullivan County has the most map listings, relative to the U.S., for pizza places (80% above the U.S. rate) and the fewest for clothing, shoe and laundry businesses (61% 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. 42 of the 56 business types have a score in Sullivan County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Sullivan County. 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 New Hampshire · Every U.S. market · How we measure
Screening a site or an acquisition in Sullivan County?
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 Sullivan County. 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.