Small-town market profile · North Carolina
Roanoke Rapids, NC area market data
Population, household spending and competition for 56 business types in the Roanoke Rapids area, each scored against other small-town markets.
- Population, 2025
- 63,025
- −4.3% since 2020
- Households
- 28,240
- Median household income
- $47,104
- +30.4% vs. 2015–2019, before inflation
- Median home value
- $108,600
- Jobs located here
- 19,026
- Highest market score
- 76
- Insurance agencies, #66 of 537 scored small-town markets
A site report maps the competitors on map listings around any address in the Roanoke Rapids area by name and distance, and the households and spending within reach. Or open the report at the center of the Roanoke Rapids 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 63,025 people live in the Roanoke Rapids area, in 28,240 households. Population estimates put the population change in the Roanoke Rapids area from 2020 to 2025 at −4.3%, against +3.1% for the U.S. The median household income in the Roanoke Rapids area is $47,104 a year, 42% below the U.S. median of $80,734. That rose 30.4% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Roanoke Rapids area spend the most on vehicle insurance (an index of 132, where 100 is the U.S. average) and the least on memberships, classes and admissions (50).
The highest Groundwork market scores in the Roanoke Rapids area are for insurance agencies (76), pet businesses (63) and real estate agents and brokers (61). The Roanoke Rapids area ranks #66 of 537 scored small-town markets for insurance agencies.
The Roanoke Rapids area takes in 2 counties: Halifax County and Northampton County. For its number of households, the Roanoke Rapids area has the most map listings, relative to the U.S., for funeral homes (4.1 times the U.S. rate) and the fewest for real estate agents and brokers (84% below the U.S. rate).
All 56 business types in the Roanoke Rapids area
Highest Groundwork market score first. Each score compares the Roanoke Rapids 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 | 76 | #66 of 537 | 26 | 9.2 | $2.8M | 224 | 10 |
| Pet businesses | 63 | #107 of 527 | 13 | 4.6 | $1.5M | 173 | 5 |
| Real estate agents and brokers | 61 | #114 of 533 | 14 | 5.0 | Index only | 474 | 7 |
| Car washes and detailing | 59 | #143 of 441 | 8 | 2.8 | $3.2M | 127 | 3 |
| Bakeries and dessert shops | 59 | #155 of 507 | 11 | 3.9 | $7.7M | 186 | 6 |
| Landscaping and lawn care | 58 | #129 of 399 | 9 | 3.2 | $3.8M | 130 | 17 |
| Lawn, cleaning and pest control | 56 | #175 of 481 | 16 | 5.7 | $2.1M | 128 | 25 |
| Coffee shops and cafes | 56 | #202 of 529 | 15 | 5.3 | $5.6M | 152 | 6 |
| Collision repair and body shops | 55 | #147 of 387 | 6 | 2.1 | $4.3M | 139 | 7 |
| Real estate | 54 | #203 of 536 | 26 | 9.2 | Index only | 321 | 20 |
| Pet grooming and boarding | 51 | #184 of 387 | 5 | 1.8 | $4M | 156 | Under 3 |
| Physical therapy | 51 | #198 of 400 | 8 | 2.8 | $3.2M | 135 | 5 |
| Restaurants and cafes | 51 | #250 of 538 | 203 | 71.9 | $417K | 113 | 96 |
| Auto repair shops | 48 | #298 of 538 | 56 | 19.8 | $458K | 103 | 25 |
| Auto repair and car care | 47 | #301 of 538 | 103 | 36.5 | $249K | 93 | 34 |
| Spas and skin care | 46 | #288 of 504 | 10 | 3.5 | $2M | 233 | Under 3 |
| Dentists and orthodontists | 46 | #292 of 526 | 18 | 6.4 | $1.4M | 147 | 12 |
| Hair salons | 46 | #312 of 538 | 47 | 16.6 | $433K | 101 | 5 |
| Optometrists and eye care | 45 | #245 of 400 | 5 | 1.8 | $5.2M | 166 | Under 3 |
| Tire shops | 45 | #253 of 431 | 13 | 4.6 | $2M | 79 | 4 |
| Home repair trades | 45 | #323 of 526 | 21 | 7.4 | $3.1M | 128 | 41 |
| Roofing and gutters | 44 | #180 of 288 | 5 | 1.8 | $13.1M | 155 | Under 3 |
| Salons, barbers and spas | 44 | #344 of 538 | 81 | 28.7 | $251K | 118 | 10 |
| Clothing and shoe stores | 43 | #328 of 536 | 27 | 9.6 | $1.6M | 128 | 13 |
| Clothing, shoes and laundry | 41 | #348 of 536 | 41 | 14.5 | $1.1M | 122 | 13 |
| Gyms | 41 | #350 of 506 | 10 | 3.5 | $1.4M | 107 | Under 3 |
| HVAC and plumbing | 40 | #334 of 476 | 12 | 4.2 | $5.4M | 115 | 25 |
| Sit-down restaurants | 38 | #394 of 538 | 126 | 44.6 | $672K | 101 | 42 |
| Gyms, studios and classes | 37 | #416 of 535 | 19 | 6.7 | $732K | 111 | Under 3 |
| Gas stations | 36 | #411 of 536 | 55 | 19.5 | $1.6M | 65 | 47 |
| Fast food and sandwich shops | 35 | #406 of 537 | 34 | 12.0 | $2.5M | 82 | 48 |
| Doctors, dentists and clinics | 35 | #411 of 538 | 146 | 51.7 | $178K | 117 | 60 |
| Primary care and pediatrics | 34 | #350 of 458 | 12 | 4.2 | $2.2M | 121 | 38 |
| Pizza | 34 | #416 of 520 | 22 | 7.8 | $3.8M | 76 | 48 |
| Martial arts and dance studios | 31 | #315 of 378 | 7 | 2.5 | $2M | 99 | Under 3 |
| Nail salons | 28 | #328 of 387 | 10 | 3.5 | $2M | 122 | Under 3 |
| Property management | 27 | #163 of 180 | 9 | 3.2 | Index only | 72 | 11 |
| Funeral homes | 26 | #323 of 365 | 24 | 8.5 | $197K | 29 | 8 |
| Child care and preschools | 22 | #416 of 454 | 15 | 5.3 | $611K | 61 | 20 |
| Convenience stores | 17 | #497 of 529 | 39 | 13.8 | $3.8M | 48 | 11 |
| Barbershops | 14 | #351 of 377 | 14 | 5.0 | $1.5M | 77 | Under 3 |
| Grocery and convenience stores | 13 | #521 of 538 | 75 | 26.6 | $2M | 58 | 28 |
| Grocery stores | 10 | #497 of 506 | 29 | 10.3 | $5.1M | 55 | 17 |
| Laundromats | 7 | #149 of 150 | 9 | 3.2 | $4.9M | 39 | Under 3 |
| Electricians | Not scored | Not scored | 4 | 1.4 | $16.3M | 136 | 16 |
| Pest control | Not scored | Not scored | 4 | 1.4 | $8.6M | 84 | 4 |
| Veterinarians | Not scored | Not scored | 4 | 1.4 | $4.9M | 182 | 5 |
| Chiropractors | Not scored | Not scored | 3 | 1.1 | $8.6M | 361 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 1.1 | $11.4M | 179 | 4 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.1 | $8.6M | 62 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 0.7 | Index only | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 0.7 | $9.9M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 0.7 | $7M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.4 | Index only | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.4 | $25.9M | Too few | 5 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Roanoke Rapids 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 | $25.7M | $909 | 95 |
| Gasoline and other fuels | $85.7M | $3,036 | 117 |
| Food away from home | $84.7M | $2,999 | 74 |
| Groceries | $148.1M | $5,246 | 83 |
| Personal care products and services | $20.4M | $721 | 72 |
| Child care and other personal services | $9.2M | $324 | 56 |
| Memberships, classes and admissions | $13.9M | $493 | 50 |
| Medical and dental services | $25.9M | $919 | 71 |
| Pets | $19.8M | $701 | 77 |
| Clothing, shoes and related services | $43.9M | $1,555 | 76 |
| Vehicle insurance | $73M | $2,584 | 132 |
| Home repairs, maintenance and insurance | $65.4M | $2,315 | 77 |
| Lawn care, cleaning and other household services | $34.3M | $1,215 | 86 |
| Rent and homeowner costs | $361.8M | $12,811 | 77 |
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 Roanoke Rapids area
- Population, 2025 estimate
- 63,025−4.3% since 2020
- Households
- 28,240
- Median age
- 45.1
- Homes lived in by their owners
- 66%
- Vehicles per household
- 2.0
- Land area
- 1,261 sq. mi.
- People per square mile
- 51
- Median household income
- $47,104+30.4% vs. 2015–2019, before inflation
- Average household income
- $65,240
- Median home value
- $108,600
- Jobs located here
- 19,026
- Daytime population
- 57,924Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Roanoke Rapids 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 Roanoke Rapids 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 Roanoke Rapids area 2
- Halifax County, NC47,675 people
- Northampton County, NC16,931 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 Roanoke Rapids, NC area growing?
Population estimates put the Roanoke Rapids area at 63,025 people in 2025, down 4.3% since 2020, against +3.1% for the U.S. It has 28,240 households. Against the 2015–2019 survey, median household income rose 30.4%, before inflation.
How much do households in the Roanoke Rapids, NC area spend?
Households in the Roanoke Rapids area spend about $361.8M a year on rent and homeowner costs, $148.1M on groceries and $85.7M on gasoline and other fuels. Relative to the U.S., household spending in the Roanoke Rapids area runs highest on vehicle insurance (an index of 132, where 100 is the U.S. average) and lowest on memberships, classes and admissions (50).
Which business types have the highest market scores in the Roanoke Rapids, NC area?
Of the business types scored in the Roanoke Rapids area, insurance agencies (76), pet businesses (63) and real estate agents and brokers (61) have the highest Groundwork market scores. For insurance agencies, that ranks #66 of 537 scored small-town markets.
How does the Roanoke Rapids, NC area compare with the U.S.?
Median household income in the Roanoke Rapids area is $47,104, 42% below the U.S. median of $80,734. The population fell 4.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $108,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for funeral homes (4.1 times the U.S. rate) and lowest for real estate agents and brokers (84% 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 Roanoke Rapids 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 Roanoke Rapids 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 Roanoke Rapids 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 Roanoke Rapids 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.