County profile · Virginia
Harrisonburg city, VA market data
How Harrisonburg city compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 50,839
- −1.7% since 2020
- Households
- 17,360
- Median household income
- $62,254
- +33.4% vs. 2015–2019, before inflation
- Median home value
- $299,100
- Jobs located here
- 34,193
- Highest market score
- 54
- Gas stations, #984 of 2,358 scored counties
A site report maps the competitors on map listings around any address in Harrisonburg city by name and distance, and the households and spending within reach. Or open the report at the center of Harrisonburg city. 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
Harrisonburg city has an estimated 50,839 people and 17,360 households. Between 2020 and 2025, the population of Harrisonburg city declined 1.7%, against +3.1% for the U.S. Median household income in Harrisonburg city is $62,254, 23% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 33.4%, before inflation.
Relative to the U.S., household spending in Harrisonburg city runs highest on vehicle insurance (an index of 131, where 100 is the U.S. average) and lowest on memberships, classes and admissions (63).
Of the business types scored in Harrisonburg city, gas stations (54), veterinarians (46) and pet grooming and boarding businesses (41) have the highest Groundwork market scores. For gas stations, that ranks #984 of 2,358 scored counties.
Harrisonburg city is part of the Harrisonburg metro area. Against the U.S., map listings per household run highest for mortgage brokers and lenders (2.7 times the U.S. rate) and lowest for home repair companies (6% above the U.S. rate).
All 56 business types in Harrisonburg city
Highest Groundwork market score first. Each score compares Harrisonburg city 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 |
|---|---|---|---|---|---|---|---|
| Gas stations | 54 | #984 of 2,358 | 21 | 12.1 | $2.5M | 104 | 21 |
| Veterinarians | 46 | #854 of 1,485 | 8 | 4.6 | $1.8M | 65 | 3 |
| Pet grooming and boarding | 41 | #925 of 1,461 | 6 | 3.5 | $2.4M | 92 | 5 |
| Landscaping and lawn care | 40 | #1,011 of 1,493 | 12 | 6.9 | $2M | 67 | 15 |
| Child care and preschools | 40 | #1,097 of 1,611 | 9 | 5.2 | $761K | 76 | 9 |
| Lawn, cleaning and pest control | 37 | #1,358 of 1,771 | 19 | 10.9 | $1.2M | 74 | 24 |
| Collision repair and body shops | 36 | #982 of 1,327 | 7 | 4.0 | $2.3M | 75 | 4 |
| Insurance agencies | 32 | #1,746 of 2,272 | 40 | 23.0 | $1.1M | 89 | 25 |
| Pet businesses | 32 | #1,811 of 2,200 | 23 | 13.2 | $613K | 70 | 13 |
| Home repair trades | 31 | #1,812 of 2,057 | 23 | 13.2 | $2M | 81 | 34 |
| House cleaning | 30 | #749 of 847 | 6 | 3.5 | $3.9M | 61 | 9 |
| Electricians | 30 | #985 of 1,160 | 6 | 3.5 | $7.6M | 63 | 11 |
| HVAC and plumbing | 29 | #1,503 of 1,707 | 14 | 8.1 | $3.2M | 68 | 16 |
| Tire shops | 23 | #1,346 of 1,530 | 9 | 5.2 | $1.8M | 71 | 7 |
| Real estate agents and brokers | 21 | #2,154 of 2,176 | 83 | 47.8 | Index only | 54 | 19 |
| Convenience stores | 20 | #2,030 of 2,261 | 26 | 15.0 | $3.8M | 48 | 17 |
| Pizza | 18 | #2,030 of 2,090 | 20 | 11.5 | $3M | 59 | 73 |
| Property management | 17 | #889 of 910 | 7 | 4.0 | Index only | 63 | 15 |
| Primary care and pediatrics | 17 | #1,587 of 1,656 | 22 | 12.7 | $807K | 45 | 28 |
| Grocery stores | 17 | #1,922 of 2,070 | 20 | 11.5 | $4.9M | 53 | 21 |
| Martial arts and dance studios | 16 | #1,287 of 1,334 | 13 | 7.5 | $830K | 41 | 5 |
| Real estate | 16 | #2,227 of 2,229 | 110 | 63.4 | Index only | 51 | 51 |
| Grocery and convenience stores | 16 | #2,285 of 2,402 | 60 | 34.6 | $1.6M | 49 | 38 |
| Clothing and shoe stores | 15 | #2,024 of 2,087 | 41 | 23.6 | $734K | 58 | 31 |
| Clothing, shoes and laundry | 13 | #2,176 of 2,210 | 64 | 36.9 | $470K | 53 | 39 |
| Auto repair shops | 13 | #2,347 of 2,378 | 61 | 35.1 | $264K | 59 | 31 |
| Pet stores | 12 | #947 of 974 | 8 | 4.6 | $1.8M | 39 | 5 |
| Car washes and detailing | 12 | #1,419 of 1,451 | 12 | 6.9 | $1.3M | 53 | 9 |
| Restaurants and cafes | 12 | #2,387 of 2,405 | 396 | 228.1 | $150K | 41 | 184 |
| Sit-down restaurants | 12 | #2,388 of 2,405 | 220 | 126.7 | $271K | 41 | 81 |
| Spas and skin care | 11 | #1,751 of 1,769 | 23 | 13.2 | $619K | 71 | 17 |
| Gyms, studios and classes | 11 | #2,055 of 2,088 | 37 | 21.3 | $292K | 44 | 16 |
| Fast food and sandwich shops | 11 | #2,188 of 2,222 | 51 | 29.4 | $1.2M | 38 | 73 |
| Auto repair and car care | 11 | #2,377 of 2,401 | 99 | 57.0 | $162K | 60 | 55 |
| Bakeries and dessert shops | 10 | #1,881 of 1,889 | 41 | 23.6 | $1.5M | 35 | 27 |
| Coffee shops and cafes | 10 | #2,052 of 2,063 | 47 | 27.1 | $1.3M | 34 | 27 |
| Hair salons | 10 | #2,309 of 2,339 | 58 | 33.4 | $245K | 57 | 23 |
| Salons, barbers and spas | 10 | #2,371 of 2,385 | 123 | 70.9 | $116K | 54 | 56 |
| Doctors, dentists and clinics | 10 | #2,386 of 2,394 | 264 | 152.1 | $67K | 44 | 95 |
| Physical therapy | 9 | #1,407 of 1,422 | 20 | 11.5 | $888K | 37 | 11 |
| Chiropractors | 9 | #1,487 of 1,490 | 18 | 10.4 | $986K | 41 | 10 |
| Gyms | 9 | #1,759 of 1,792 | 18 | 10.4 | $599K | 46 | 11 |
| Optometrists and eye care | 8 | #1,280 of 1,302 | 12 | 6.9 | $1.5M | 47 | 8 |
| Nail salons | 8 | #1,310 of 1,328 | 20 | 11.5 | $712K | 43 | 12 |
| Barbershops | 8 | #1,321 of 1,356 | 21 | 12.1 | $678K | 36 | 4 |
| Dentists and orthodontists | 8 | #1,881 of 1,886 | 32 | 18.4 | $555K | 56 | 35 |
| Yoga, Pilates and fitness studios | 7 | #776 of 777 | 6 | 3.5 | $1.8M | 44 | 11 |
| Mortgage brokers and lenders | 7 | #887 of 887 | 20 | 11.5 | Index only | 31 | 12 |
| Laundromats | Not scored | Not scored | 4 | 2.3 | $7.5M | 60 | 5 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.7 | $5.4M | 39 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 3 | 1.7 | $15.2M | 179 | 7 |
| Dry cleaners | Not scored | Not scored | 2 | 1.2 | $15M | Too few | 3 |
| Funeral homes | Not scored | Not scored | 2 | 1.2 | $922K | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.6 | $23.6M | Too few | 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 | 3 |
Household spending in Harrisonburg city
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 | $16.1M | $927 | 97 |
| Gasoline and other fuels | $52.3M | $3,011 | 116 |
| Food away from home | $59.6M | $3,431 | 84 |
| Groceries | $98.9M | $5,699 | 90 |
| Personal care products and services | $14.2M | $820 | 82 |
| Child care and other personal services | $6.8M | $394 | 68 |
| Memberships, classes and admissions | $10.8M | $621 | 63 |
| Medical and dental services | $17.8M | $1,023 | 79 |
| Pets | $14.1M | $813 | 89 |
| Clothing, shoes and related services | $30.1M | $1,734 | 84 |
| Vehicle insurance | $44.5M | $2,566 | 131 |
| Home repairs, maintenance and insurance | $45.5M | $2,619 | 87 |
| Lawn care, cleaning and other household services | $23.6M | $1,358 | 96 |
| Rent and homeowner costs | $244.9M | $14,108 | 85 |
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 Harrisonburg city
- Population, 2025 estimate
- 50,839−1.7% since 2020
- Households
- 17,360
- Median age
- 31.4
- Homes lived in by their owners
- 39%
- Vehicles per household
- 2.0
- Land area
- 17 sq. mi.
- People per square mile
- 2,964
- Median household income
- $62,254+33.4% vs. 2015–2019, before inflation
- Average household income
- $82,014
- Median home value
- $299,100
- Jobs located here
- 34,193
- Daytime population
- 64,079Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Harrisonburg city?
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 Harrisonburg city. 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 Virginia 8
- Rockingham County, VA85,600 people
- Staunton city, VA25,948 people
- Page County, VA23,727 people
- Augusta County, VA78,033 people
- Waynesboro city, VA22,841 people
- Greene County, VA21,155 people
- Albemarle County, VA114,919 people
- Madison County, VA14,044 people
Questions
How fast is Harrisonburg city, VA growing?
Population estimates put Harrisonburg city at 50,839 people in 2025, down 1.7% since 2020, against +3.1% for the U.S. It has 17,360 households. Median household income rose 33.4% from the 2015–2019 survey, before inflation.
How much do households in Harrisonburg city, VA spend?
Households in Harrisonburg city spend about $244.9M a year on rent and homeowner costs, $98.9M on groceries and $59.6M on food away from home. Set against the U.S., households in Harrisonburg city spend the most on vehicle insurance (an index of 131, where 100 is the U.S. average) and the least on memberships, classes and admissions (63).
Which business types have the highest market scores in Harrisonburg city, VA?
The highest Groundwork market scores in Harrisonburg city are for gas stations (54), veterinarians (46) and pet grooming and boarding businesses (41). Harrisonburg city ranks #984 of 2,358 scored counties for gas stations.
How does Harrisonburg city, VA compare with the U.S.?
The median household income in Harrisonburg city is $62,254 a year, 23% below the U.S. median of $80,734. The population fell 1.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $299,100, against $332,700 for the U.S. For its number of households, Harrisonburg city has the most map listings, relative to the U.S., for mortgage brokers and lenders (2.7 times the U.S. rate) and the fewest for home repair companies (6% above 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. 48 of the 56 business types have a score in Harrisonburg city, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Harrisonburg city. 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.
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Screening a site or an acquisition in Harrisonburg city?
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 Harrisonburg city. 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.