Small-town market profile · North Carolina
Henderson, NC area market data
Population, household spending and competition for 56 business types in the Henderson area, each scored against other small-town markets.
- Population, 2025
- 42,638
- +0.2% since 2020
- Households
- 16,147
- Median household income
- $50,465
- +24.5% vs. 2015–2019, before inflation
- Median home value
- $161,500
- Jobs located here
- 14,655
- Highest market score
- 68
- Insurance agencies, #115 of 537 scored small-town markets
A site report maps the competitors on map listings around any address in the Henderson area by name and distance, and the households and spending within reach. Or open the report at the center of the Henderson 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 42,638 people live in the Henderson area, in 16,147 households. Between 2020 and 2025, the population of the Henderson area grew 0.2%, slower than the U.S. (+3.1%). The median household income in the Henderson area is $50,465 a year, 37% below the U.S. median of $80,734. That rose 24.5% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Henderson area spend the most on vehicle insurance (an index of 133, where 100 is the U.S. average) and the least on memberships, classes and admissions (52).
The highest Groundwork market scores in the Henderson area are for insurance agencies (68), gyms and studios (65) and coffee shops and cafes (63). The Henderson area ranks #115 of 537 scored small-town markets for insurance agencies.
The Henderson area is made up of one county, Vance County. For its number of households, the Henderson area has the most map listings, relative to the U.S., for gas stations (3.4 times the U.S. rate) and the fewest for real estate businesses (44% below the U.S. rate).
All 56 business types in the Henderson area
Highest Groundwork market score first. Each score compares the Henderson 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 | 68 | #115 of 537 | 18 | 11.1 | $2.3M | 186 | 17 |
| Gyms, studios and classes | 65 | #89 of 535 | 7 | 4.3 | $1.2M | 177 | 3 |
| Coffee shops and cafes | 63 | #117 of 529 | 6 | 3.7 | $8.3M | 225 | 6 |
| Landscaping and lawn care | 61 | #113 of 399 | 7 | 4.3 | $2.9M | 99 | 10 |
| HVAC and plumbing | 60 | #133 of 476 | 5 | 3.1 | $7.8M | 163 | 12 |
| Bakeries and dessert shops | 58 | #169 of 507 | 8 | 5.0 | $6.2M | 151 | 6 |
| Car washes and detailing | 51 | #215 of 441 | 6 | 3.7 | $2.5M | 97 | Under 3 |
| Lawn, cleaning and pest control | 51 | #225 of 481 | 12 | 7.4 | $1.7M | 100 | 20 |
| Pet businesses | 51 | #275 of 527 | 21 | 13.0 | $561K | 64 | 3 |
| Chiropractors | 50 | #213 of 426 | 5 | 3.1 | $3M | 127 | Under 3 |
| Home repair trades | 50 | #269 of 526 | 15 | 9.3 | $2.6M | 106 | 24 |
| Auto repair and car care | 50 | #270 of 538 | 56 | 34.7 | $263K | 98 | 26 |
| Veterinarians | 49 | #213 of 398 | 7 | 4.3 | $1.7M | 62 | 3 |
| Restaurants and cafes | 46 | #306 of 538 | 136 | 84.2 | $367K | 99 | 63 |
| Hair salons | 46 | #313 of 538 | 30 | 18.6 | $401K | 93 | 4 |
| Spas and skin care | 45 | #310 of 504 | 9 | 5.6 | $1.3M | 153 | Under 3 |
| Real estate agents and brokers | 44 | #338 of 533 | 28 | 17.3 | Index only | 139 | 7 |
| Salons, barbers and spas | 41 | #382 of 538 | 64 | 39.6 | $188K | 88 | 5 |
| Physical therapy | 40 | #277 of 400 | 9 | 5.6 | $1.7M | 70 | 3 |
| Funeral homes | 39 | #253 of 365 | 8 | 5.0 | $305K | 45 | Under 3 |
| Optometrists and eye care | 39 | #295 of 400 | 6 | 3.7 | $2.5M | 81 | 3 |
| Auto repair shops | 38 | #387 of 538 | 37 | 22.9 | $398K | 90 | 22 |
| Dentists and orthodontists | 37 | #385 of 526 | 13 | 8.1 | $1.2M | 119 | 11 |
| Sit-down restaurants | 37 | #408 of 538 | 89 | 55.1 | $561K | 85 | 25 |
| Real estate | 36 | #438 of 536 | 35 | 21.7 | Index only | 140 | 19 |
| Doctors, dentists and clinics | 34 | #422 of 538 | 97 | 60.1 | $157K | 103 | 41 |
| Clothing and shoe stores | 32 | #423 of 536 | 27 | 16.7 | $954K | 75 | 11 |
| Martial arts and dance studios | 31 | #318 of 378 | 5 | 3.1 | $1.6M | 81 | Under 3 |
| Roofing and gutters | 28 | #257 of 288 | 7 | 4.3 | $5.5M | 66 | 4 |
| Primary care and pediatrics | 28 | #388 of 458 | 11 | 6.8 | $1.4M | 78 | 24 |
| Clothing, shoes and laundry | 28 | #455 of 536 | 36 | 22.3 | $716K | 81 | 15 |
| Fast food and sandwich shops | 28 | #462 of 537 | 24 | 14.9 | $2.1M | 68 | 32 |
| Gas stations | 27 | #480 of 536 | 60 | 37.2 | $818K | 34 | 34 |
| Property management | 26 | #165 of 180 | 6 | 3.7 | Index only | 63 | 11 |
| Child care and preschools | 26 | #401 of 454 | 10 | 6.2 | $526K | 53 | 12 |
| Pizza | 25 | #486 of 520 | 18 | 11.1 | $2.8M | 55 | 32 |
| Pet stores | 23 | #199 of 220 | 7 | 4.3 | $1.7M | 37 | Under 3 |
| Barbershops | 23 | #333 of 377 | 9 | 5.6 | $1.3M | 71 | Under 3 |
| Tire shops | 22 | #392 of 431 | 16 | 9.9 | $921K | 37 | Under 3 |
| Laundromats | 19 | #142 of 150 | 5 | 3.1 | $5.2M | 41 | 4 |
| Grocery stores | 16 | #486 of 506 | 18 | 11.1 | $4.8M | 52 | 12 |
| Nail salons | 15 | #369 of 387 | 15 | 9.3 | $802K | 48 | Under 3 |
| Convenience stores | 15 | #506 of 529 | 35 | 21.7 | $2.5M | 31 | 11 |
| Grocery and convenience stores | 14 | #520 of 538 | 60 | 37.2 | $1.4M | 43 | 23 |
| Collision repair and body shops | Not scored | Not scored | 4 | 2.5 | $3.7M | 119 | 5 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 2.5 | $2.9M | 116 | Under 3 |
| Electricians | Not scored | Not scored | 3 | 1.9 | $12.9M | 108 | 8 |
| House cleaning | Not scored | Not scored | 3 | 1.9 | $6.7M | 105 | 7 |
| Dry cleaners | Not scored | Not scored | 2 | 1.2 | $12.9M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.2 | $10.1M | Too few | 3 |
| Gyms | Not scored | Not scored | 1 | 0.6 | $8.2M | Too few | 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $14.7M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.6 | $8.2M | Too few | 3 |
| Home inspectors | 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 the Henderson 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 | $14.7M | $912 | 95 |
| Gasoline and other fuels | $49.1M | $3,040 | 117 |
| Food away from home | $50M | $3,093 | 76 |
| Groceries | $86.7M | $5,367 | 85 |
| Personal care products and services | $12M | $745 | 74 |
| Child care and other personal services | $5.3M | $326 | 56 |
| Memberships, classes and admissions | $8.2M | $507 | 52 |
| Medical and dental services | $15.2M | $943 | 73 |
| Pets | $11.8M | $730 | 80 |
| Clothing, shoes and related services | $25.8M | $1,596 | 78 |
| Vehicle insurance | $41.9M | $2,597 | 133 |
| Home repairs, maintenance and insurance | $38.8M | $2,402 | 80 |
| Lawn care, cleaning and other household services | $20.2M | $1,254 | 89 |
| Rent and homeowner costs | $211.6M | $13,106 | 79 |
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 Henderson area
- Population, 2025 estimate
- 42,638+0.2% since 2020
- Households
- 16,147
- Median age
- 40.2
- Homes lived in by their owners
- 60%
- Vehicles per household
- 2.0
- Land area
- 252 sq. mi.
- People per square mile
- 168
- Median household income
- $50,465+24.5% vs. 2015–2019, before inflation
- Average household income
- $68,426
- Median home value
- $161,500
- Jobs located here
- 14,655
- Daytime population
- 37,464Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Henderson 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 Henderson 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 Henderson area 1
- Vance County, NC42,322 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 Henderson, NC area growing?
Population estimates put the Henderson area at 42,638 people in 2025, up 0.2% since 2020, slower than the U.S. (+3.1%). It has 16,147 households. Against the 2015–2019 survey, median household income rose 24.5%, before inflation.
How much do households in the Henderson, NC area spend?
Households in the Henderson area spend about $211.6M a year on rent and homeowner costs, $86.7M on groceries and $50M on food away from home. Relative to the U.S., household spending in the Henderson area runs highest on vehicle insurance (an index of 133, where 100 is the U.S. average) and lowest on memberships, classes and admissions (52).
Which business types have the highest market scores in the Henderson, NC area?
Of the business types scored in the Henderson area, insurance agencies (68), gyms and studios (65) and coffee shops and cafes (63) have the highest Groundwork market scores. For insurance agencies, that ranks #115 of 537 scored small-town markets.
How does the Henderson, NC area compare with the U.S.?
Median household income in the Henderson area is $50,465, 37% below the U.S. median of $80,734. The population rose 0.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $161,500, against $332,700 for the U.S. Against the U.S., map listings per household run highest for gas stations (3.4 times the U.S. rate) and lowest for real estate businesses (44% 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. 44 of the 56 business types have a score in the Henderson 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 Henderson 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 Henderson 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 Henderson 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.