Small-town market profile · North Carolina
Boone, NC area market data
Population, household spending and competition for 56 business types in the Boone area, each scored against other small-town markets.
- Population, 2025
- 54,786
- +0.6% since 2020
- Households
- 21,198
- Median household income
- $51,693
- +8.8% vs. 2015–2019, before inflation
- Median home value
- $358,900
- Jobs located here
- 24,062
- Highest market score
- 80
- Insurance agencies, #49 of 537 scored small-town markets
A site report maps the competitors on map listings around any address in the Boone area by name and distance, and the households and spending within reach. Or open the report at the center of the Boone 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 54,786 people live in the Boone area, in 21,198 households. Between 2020 and 2025, the population of the Boone area grew 0.6%, slower than the U.S. (+3.1%). The median household income in the Boone area is $51,693 a year, 36% below the U.S. median of $80,734. That rose 8.8% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Boone 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 (61).
The highest Groundwork market scores in the Boone area are for insurance agencies (80), gas stations (79) and child care centers and preschools (73). The Boone area ranks #49 of 537 scored small-town markets for insurance agencies.
The Boone area is made up of one county, Watauga County. For its number of households, the Boone area has the most map listings, relative to the U.S., for property management companies (2.4 times the U.S. rate) and the fewest for insurance agencies (46% below the U.S. rate).
All 56 business types in the Boone area
Highest Groundwork market score first. Each score compares the Boone 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 |
|---|---|---|---|---|---|---|---|
| Insurance agencies | 80 | #49 of 537 | 18 | 8.5 | $3M | 238 | 16 |
| Gas stations | 79 | #30 of 536 | 17 | 8.0 | $3.7M | 156 | 21 |
| Child care and preschools | 73 | #54 of 454 | 8 | 3.8 | $1M | 104 | 5 |
| Auto repair shops | 65 | #105 of 538 | 35 | 16.5 | $556K | 125 | 19 |
| Convenience stores | 61 | #167 of 529 | 19 | 9.0 | $6.2M | 78 | 3 |
| Mortgage brokers and lenders | 56 | #70 of 177 | 5 | 2.4 | Index only | 149 | 3 |
| Pizza | 56 | #189 of 520 | 15 | 7.1 | $4.7M | 92 | 36 |
| Auto repair and car care | 56 | #208 of 538 | 72 | 34.0 | $270K | 101 | 31 |
| Lawn, cleaning and pest control | 55 | #186 of 481 | 13 | 6.1 | $2.2M | 129 | 57 |
| Landscaping and lawn care | 53 | #161 of 399 | 9 | 4.2 | $3.1M | 107 | 43 |
| Pet grooming and boarding | 53 | #168 of 387 | 7 | 3.3 | $2.4M | 93 | 7 |
| Nail salons | 47 | #222 of 387 | 8 | 3.8 | $2.1M | 125 | Under 3 |
| Optometrists and eye care | 47 | #236 of 400 | 9 | 4.2 | $2.4M | 75 | 3 |
| Pet stores | 46 | #120 of 220 | 6 | 2.8 | $2.8M | 61 | Under 3 |
| Roofing and gutters | 45 | #179 of 288 | 10 | 4.7 | $5.4M | 64 | 3 |
| HVAC and plumbing | 45 | #282 of 476 | 13 | 6.1 | $4.1M | 87 | 22 |
| Fast food and sandwich shops | 43 | #345 of 537 | 32 | 15.1 | $2.2M | 72 | 36 |
| Car washes and detailing | 40 | #307 of 441 | 11 | 5.2 | $1.8M | 70 | 4 |
| Grocery and convenience stores | 40 | #378 of 538 | 48 | 22.6 | $2.4M | 72 | 17 |
| Primary care and pediatrics | 38 | #328 of 458 | 13 | 6.1 | $1.6M | 92 | 31 |
| Gyms | 38 | #386 of 506 | 15 | 7.1 | $854K | 66 | 5 |
| Pet businesses | 38 | #397 of 527 | 28 | 13.2 | $594K | 68 | 19 |
| Hair salons | 38 | #401 of 538 | 41 | 19.3 | $409K | 95 | 12 |
| Electricians | 36 | #235 of 295 | 9 | 4.2 | $6M | 50 | 18 |
| Home repair trades | 34 | #440 of 526 | 32 | 15.1 | $1.7M | 69 | 43 |
| Tire shops | 32 | #348 of 431 | 13 | 6.1 | $1.5M | 60 | 6 |
| Salons, barbers and spas | 32 | #469 of 538 | 79 | 37.3 | $212K | 100 | 21 |
| Grocery stores | 31 | #418 of 506 | 17 | 8.0 | $6.9M | 74 | 14 |
| Veterinarians | 30 | #330 of 398 | 11 | 5.2 | $1.5M | 56 | 12 |
| Yoga, Pilates and fitness studios | 29 | #104 of 112 | 9 | 4.2 | $1.4M | 35 | 5 |
| Physical therapy | 27 | #352 of 400 | 18 | 8.5 | $1.2M | 49 | 8 |
| Dentists and orthodontists | 25 | #485 of 526 | 22 | 10.4 | $967K | 98 | 27 |
| Martial arts and dance studios | 23 | #355 of 378 | 13 | 6.1 | $986K | 49 | 6 |
| Gyms, studios and classes | 22 | #501 of 535 | 37 | 17.5 | $346K | 52 | 11 |
| Real estate agents and brokers | 22 | #529 of 533 | 98 | 46.2 | Index only | 54 | 77 |
| Real estate | 22 | #531 of 536 | 118 | 55.7 | Index only | 57 | 121 |
| Chiropractors | 21 | #418 of 426 | 17 | 8.0 | $1.3M | 52 | 11 |
| Clothing, shoes and laundry | 21 | #505 of 536 | 80 | 37.7 | $452K | 51 | 47 |
| Clothing and shoe stores | 21 | #505 of 536 | 62 | 29.2 | $583K | 46 | 47 |
| Coffee shops and cafes | 21 | #517 of 529 | 39 | 18.4 | $1.8M | 49 | 20 |
| Sit-down restaurants | 20 | #523 of 538 | 165 | 77.8 | $426K | 64 | 85 |
| Property management | 19 | #178 of 180 | 15 | 7.1 | Index only | 35 | 26 |
| Spas and skin care | 19 | #488 of 504 | 26 | 12.3 | $645K | 74 | 8 |
| Bakeries and dessert shops | 19 | #499 of 507 | 33 | 15.6 | $2.1M | 51 | 24 |
| Doctors, dentists and clinics | 19 | #516 of 538 | 228 | 107.6 | $93K | 61 | 80 |
| Restaurants and cafes | 19 | #522 of 538 | 308 | 145.3 | $228K | 62 | 141 |
| Collision repair and body shops | Not scored | Not scored | 4 | 1.9 | $4.9M | 158 | 4 |
| Dry cleaners | Not scored | Not scored | 4 | 1.9 | $9M | 58 | Under 3 |
| Barbershops | Not scored | Not scored | 3 | 1.4 | $5.6M | 296 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.4 | $6.5M | 47 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 1.4 | $9.4M | 92 | 3 |
| Funeral homes | Not scored | Not scored | 2 | 0.9 | $1.4M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.9 | $10.6M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 1 | 0.5 | $28.1M | Too few | 11 |
| Laundromats | Not scored | Not scored | 1 | 0.5 | $36.1M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Boone 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 | $19.4M | $917 | 96 |
| Gasoline and other fuels | $63.4M | $2,990 | 115 |
| Food away from home | $70.3M | $3,317 | 82 |
| Groceries | $117.3M | $5,533 | 88 |
| Personal care products and services | $16.8M | $791 | 79 |
| Child care and other personal services | $8.3M | $392 | 68 |
| Memberships, classes and admissions | $12.8M | $605 | 61 |
| Medical and dental services | $21.3M | $1,004 | 78 |
| Pets | $16.6M | $785 | 86 |
| Clothing, shoes and related services | $36.1M | $1,705 | 83 |
| Vehicle insurance | $53.9M | $2,542 | 130 |
| Home repairs, maintenance and insurance | $53.9M | $2,544 | 84 |
| Lawn care, cleaning and other household services | $28.1M | $1,326 | 94 |
| Rent and homeowner costs | $291.1M | $13,733 | 82 |
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 Boone area
- Population, 2025 estimate
- 54,786+0.6% since 2020
- Households
- 21,198
- Median age
- 35.8
- Homes lived in by their owners
- 62%
- Vehicles per household
- 1.9
- Land area
- 312 sq. mi.
- People per square mile
- 176
- Median household income
- $51,693+8.8% vs. 2015–2019, before inflation
- Average household income
- $83,665
- Median home value
- $358,900
- Jobs located here
- 24,062
- Daytime population
- 59,737Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Boone 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 Boone 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 Boone area 1
- Watauga County, NC55,123 people
Other markets based in North Carolina 12
- Charlotte-Concord-Gastonia, NC-SC metro area2,768,407 people
- Raleigh-Cary, NC metro area1,487,302 people
- Greensboro-High Point, NC metro area786,419 people
- Winston-Salem, NC metro area689,766 people
- Durham-Chapel Hill, NC metro area601,724 people
- Wilmington, NC metro area453,347 people
- Asheville, NC metro area414,711 people
- Fayetteville, NC metro area392,380 people
- Hickory-Lenoir-Morganton, NC metro area368,316 people
- Jacksonville, NC metro area207,906 people
- Greenville, NC metro area177,193 people
- Burlington, NC metro area176,893 people
Questions
How fast is the Boone, NC area growing?
Population estimates put the Boone area at 54,786 people in 2025, up 0.6% since 2020, slower than the U.S. (+3.1%). It has 21,198 households. Against the 2015–2019 survey, median household income rose 8.8%, before inflation.
How much do households in the Boone, NC area spend?
Households in the Boone area spend about $291.1M a year on rent and homeowner costs, $117.3M on groceries and $70.3M on food away from home. Relative to the U.S., household spending in the Boone area runs highest on vehicle insurance (an index of 130, where 100 is the U.S. average) and lowest on memberships, classes and admissions (61).
Which business types have the highest market scores in the Boone, NC area?
Of the business types scored in the Boone area, insurance agencies (80), gas stations (79) and child care centers and preschools (73) have the highest Groundwork market scores. For insurance agencies, that ranks #49 of 537 scored small-town markets.
How does the Boone, NC area compare with the U.S.?
Median household income in the Boone area is $51,693, 36% below the U.S. median of $80,734. The population rose 0.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $358,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for property management companies (2.4 times the U.S. rate) and lowest for insurance agencies (46% 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. 46 of the 56 business types have a score in the Boone 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 Boone 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 North Carolina · Every U.S. market · How we measure
Screening a site or an acquisition in the Boone 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 Boone 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.