Small-town market profile · North Carolina
Rockingham, NC area market data
Population, household spending and competition for 56 business types in the Rockingham area, each scored against other small-town markets.
- Population, 2025
- 42,041
- −1.6% since 2020
- Households
- 17,026
- Median household income
- $44,883
- +24.2% vs. 2015–2019, before inflation
- Median home value
- $127,800
- Jobs located here
- 13,566
- Highest market score
- 69
- Insurance agencies, #104 of 537 scored small-town markets
A site report maps the competitors on map listings around any address in the Rockingham area by name and distance, and the households and spending within reach. Or open the report at the center of the Rockingham 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 42,041 people live in the Rockingham area, in 17,026 households. Population estimates put the population change in the Rockingham area from 2020 to 2025 at −1.6%, against +3.1% for the U.S. The median household income in the Rockingham area is $44,883 a year, 44% below the U.S. median of $80,734. That rose 24.2% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Rockingham area spend the most on vehicle insurance (an index of 121, where 100 is the U.S. average) and the least on memberships, classes and admissions (46).
The highest Groundwork market scores in the Rockingham area are for insurance agencies (69), bakeries and dessert shops (58) and chiropractors (54). The Rockingham area ranks #104 of 537 scored small-town markets for insurance agencies.
The Rockingham area is made up of one county, Richmond County. For its number of households, the Rockingham area has the most map listings, relative to the U.S., for funeral homes (3.1 times the U.S. rate) and the fewest for real estate businesses (68% below the U.S. rate).
All 56 business types in the Rockingham area
Highest Groundwork market score first. Each score compares the Rockingham 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 | 69 | #104 of 537 | 16 | 9.4 | $2.5M | 200 | 13 |
| Bakeries and dessert shops | 58 | #166 of 507 | 6 | 3.5 | $8.2M | 197 | 6 |
| Chiropractors | 54 | #173 of 426 | 5 | 2.9 | $3M | 127 | 3 |
| Lawn, cleaning and pest control | 52 | #212 of 481 | 11 | 6.5 | $1.8M | 109 | 16 |
| Coffee shops and cafes | 51 | #254 of 529 | 10 | 5.9 | $4.9M | 133 | 6 |
| Gyms, studios and classes | 50 | #282 of 535 | 11 | 6.5 | $701K | 106 | 3 |
| Real estate | 49 | #274 of 536 | 21 | 12.3 | Index only | 234 | 15 |
| Pet businesses | 49 | #285 of 527 | 13 | 7.6 | $879K | 100 | Under 3 |
| Real estate agents and brokers | 48 | #281 of 533 | 18 | 10.6 | Index only | 217 | 9 |
| Restaurants and cafes | 45 | #315 of 538 | 131 | 76.9 | $375K | 101 | 62 |
| Gyms | 43 | #332 of 506 | 7 | 4.1 | $1.1M | 85 | 3 |
| HVAC and plumbing | 41 | #319 of 476 | 8 | 4.7 | $4.8M | 100 | 14 |
| Doctors, dentists and clinics | 41 | #359 of 538 | 87 | 51.1 | $175K | 115 | 32 |
| Dentists and orthodontists | 39 | #367 of 526 | 11 | 6.5 | $1.4M | 141 | 11 |
| Sit-down restaurants | 39 | #385 of 538 | 77 | 45.2 | $637K | 96 | 24 |
| Salons, barbers and spas | 37 | #419 of 538 | 60 | 35.2 | $198K | 93 | 5 |
| Car washes and detailing | 35 | #338 of 441 | 7 | 4.1 | $2M | 79 | 3 |
| Hair salons | 31 | #467 of 538 | 28 | 16.4 | $424K | 99 | Under 3 |
| Primary care and pediatrics | 28 | #390 of 458 | 12 | 7.0 | $1.3M | 71 | 18 |
| Fast food and sandwich shops | 28 | #460 of 537 | 22 | 12.9 | $2.2M | 73 | 32 |
| Home repair trades | 27 | #488 of 526 | 19 | 11.2 | $2M | 83 | 31 |
| Spas and skin care | 26 | #466 of 504 | 12 | 7.0 | $990K | 113 | 4 |
| Nail salons | 25 | #340 of 387 | 7 | 4.1 | $1.7M | 102 | Under 3 |
| Pizza | 23 | #496 of 520 | 17 | 10.0 | $2.9M | 57 | 32 |
| Clothing, shoes and laundry | 21 | #500 of 536 | 38 | 22.3 | $673K | 76 | 13 |
| Clothing and shoe stores | 21 | #503 of 536 | 28 | 16.4 | $913K | 72 | 13 |
| Gas stations | 18 | #513 of 536 | 42 | 24.7 | $1.1M | 47 | 32 |
| Funeral homes | 17 | #349 of 365 | 11 | 6.5 | $217K | 32 | 5 |
| Collision repair and body shops | 17 | #377 of 387 | 8 | 4.7 | $1.8M | 57 | 7 |
| Tire shops | 17 | #407 of 431 | 10 | 5.9 | $1.4M | 56 | 6 |
| Child care and preschools | 16 | #434 of 454 | 12 | 7.0 | $424K | 42 | 11 |
| Grocery and convenience stores | 15 | #514 of 538 | 43 | 25.3 | $2M | 60 | 26 |
| Grocery stores | 14 | #491 of 506 | 15 | 8.8 | $5.8M | 63 | 13 |
| Auto repair shops | 14 | #528 of 538 | 60 | 35.2 | $233K | 52 | 23 |
| Electricians | 13 | #293 of 295 | 9 | 5.3 | $4.2M | 35 | 17 |
| Auto repair and car care | 13 | #526 of 538 | 87 | 51.1 | $161K | 60 | 33 |
| Convenience stores | 12 | #515 of 529 | 25 | 14.7 | $3.5M | 45 | 13 |
| Optometrists and eye care | 10 | #392 of 400 | 9 | 5.3 | $1.7M | 54 | Under 3 |
| Barbershops | 8 | #368 of 377 | 13 | 7.6 | $914K | 48 | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 4 | 2.3 | $5M | 171 | 7 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 2.3 | $1.9M | 96 | Under 3 |
| Pest control | Not scored | Not scored | 4 | 2.3 | $5M | 49 | 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 2.3 | $2.9M | 112 | Under 3 |
| House cleaning | Not scored | Not scored | 3 | 1.8 | $6.7M | 105 | 6 |
| Laundromats | Not scored | Not scored | 3 | 1.8 | $8.5M | 68 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 1.8 | $3.8M | 84 | Under 3 |
| Physical therapy | Not scored | Not scored | 3 | 1.8 | $5.1M | 211 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.2 | Index only | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 2 | 1.2 | $19.1M | Too few | Under 3 |
| Veterinarians | Not scored | Not scored | 2 | 1.2 | $5.7M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $14M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 0.6 | Index only | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 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 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in the Rockingham 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 | $14M | $822 | 86 |
| Gasoline and other fuels | $47.1M | $2,764 | 107 |
| Food away from home | $49.1M | $2,883 | 71 |
| Groceries | $87.7M | $5,151 | 82 |
| Personal care products and services | $11.9M | $698 | 69 |
| Child care and other personal services | $5.1M | $299 | 51 |
| Memberships, classes and admissions | $7.7M | $453 | 46 |
| Medical and dental services | $15.2M | $894 | 69 |
| Pets | $11.4M | $671 | 74 |
| Clothing, shoes and related services | $25.6M | $1,501 | 73 |
| Vehicle insurance | $40.2M | $2,359 | 121 |
| Home repairs, maintenance and insurance | $38.2M | $2,246 | 74 |
| Lawn care, cleaning and other household services | $20.1M | $1,178 | 83 |
| Rent and homeowner costs | $213M | $12,512 | 75 |
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 Rockingham area
- Population, 2025 estimate
- 42,041−1.6% since 2020
- Households
- 17,026
- Median age
- 40.4
- Homes lived in by their owners
- 66%
- Vehicles per household
- 1.8
- Land area
- 474 sq. mi.
- People per square mile
- 89
- Median household income
- $44,883+24.2% vs. 2015–2019, before inflation
- Average household income
- $62,303
- Median home value
- $127,800
- Jobs located here
- 13,566
- Daytime population
- 37,908Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rockingham 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 Rockingham 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 Rockingham area 1
- Richmond County, NC42,344 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 Rockingham, NC area growing?
Population estimates put the Rockingham area at 42,041 people in 2025, down 1.6% since 2020, against +3.1% for the U.S. It has 17,026 households. Against the 2015–2019 survey, median household income rose 24.2%, before inflation.
How much do households in the Rockingham, NC area spend?
Households in the Rockingham area spend about $213M a year on rent and homeowner costs, $87.7M on groceries and $49.1M on food away from home. Relative to the U.S., household spending in the Rockingham area runs highest on vehicle insurance (an index of 121, where 100 is the U.S. average) and lowest on memberships, classes and admissions (46).
Which business types have the highest market scores in the Rockingham, NC area?
Of the business types scored in the Rockingham area, insurance agencies (69), bakeries and dessert shops (58) and chiropractors (54) have the highest Groundwork market scores. For insurance agencies, that ranks #104 of 537 scored small-town markets.
How does the Rockingham, NC area compare with the U.S.?
Median household income in the Rockingham area is $44,883, 44% below the U.S. median of $80,734. The population fell 1.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $127,800, against $332,700 for the U.S. Against the U.S., map listings per household run highest for funeral homes (3.1 times the U.S. rate) and lowest for real estate businesses (68% 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. 39 of the 56 business types have a score in the Rockingham 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 Rockingham 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 Rockingham 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 Rockingham 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.