Metro area profile · Virginia
Harrisonburg, VA metro area market data
Population, household spending and competition for 56 business types in the Harrisonburg metro area, each scored against other metro areas.
- Population, 2025
- 140,155
- +3.5% since 2020
- Households
- 50,046
- Median household income
- $75,065
- +32.9% vs. 2015–2019, before inflation
- Median home value
- $309,300
- Jobs located here
- 66,301
- Highest market score
- 85
- Insurance agencies, #20 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Harrisonburg metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Harrisonburg metro 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 140,155 people live in the Harrisonburg metro area, in 50,046 households. Between 2020 and 2025, the population of the Harrisonburg metro area grew 3.5%, in step with the U.S. (+3.1%). The median household income in the Harrisonburg metro area is $75,065 a year, 7% below the U.S. median of $80,734. That rose 32.9% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Harrisonburg metro area spend the most on vehicle insurance (an index of 147, where 100 is the U.S. average) and the least on memberships, classes and admissions (72).
The highest Groundwork market scores in the Harrisonburg metro area are for insurance agencies (85), pest control companies (72) and gas stations (71). The Harrisonburg metro area ranks #20 of 387 scored metro areas for insurance agencies.
The Harrisonburg metro area takes in 2 counties: Rockingham County and Harrisonburg city. For its number of households, the Harrisonburg metro area has the most map listings, relative to the U.S., for convenience stores (68% above the U.S. rate) and the fewest for real estate agents and brokers (34% below the U.S. rate).
All 56 business types in the Harrisonburg metro area
Highest Groundwork market score first. Each score compares the Harrisonburg metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Insurance agencies | 85 | #20 of 387 | 56 | 11.2 | $2.6M | 204 | 40 |
| Pest control | 72 | #37 of 345 | 5 | 1.0 | $14.6M | 143 | 6 |
| Gas stations | 71 | #60 of 387 | 54 | 10.8 | $3.1M | 131 | 46 |
| Hair salons | 64 | #62 of 387 | 81 | 16.2 | $547K | 127 | 25 |
| Clothing and shoe stores | 63 | #104 of 387 | 57 | 11.4 | $1.6M | 128 | 36 |
| Real estate agents and brokers | 62 | #79 of 387 | 101 | 20.2 | Index only | 136 | 40 |
| Chiropractors | 58 | #124 of 386 | 19 | 3.8 | $2.9M | 121 | 12 |
| Lawn, cleaning and pest control | 58 | #131 of 387 | 46 | 9.2 | $1.6M | 94 | 89 |
| Clothing, shoes and laundry | 58 | #136 of 387 | 85 | 17.0 | $1.1M | 124 | 47 |
| Real estate | 57 | #116 of 387 | 136 | 27.2 | Index only | 127 | 92 |
| Pet grooming and boarding | 57 | #143 of 386 | 20 | 4.0 | $2.2M | 87 | 9 |
| Landscaping and lawn care | 57 | #148 of 385 | 30 | 6.0 | $2.4M | 83 | 48 |
| Optometrists and eye care | 56 | #129 of 386 | 14 | 2.8 | $3.9M | 125 | 9 |
| House cleaning | 54 | #138 of 375 | 11 | 2.2 | $6.6M | 104 | 35 |
| Property management | 54 | #148 of 374 | 12 | 2.4 | Index only | 112 | 24 |
| Funeral homes | 53 | #158 of 377 | 10 | 2.0 | $713K | 105 | 7 |
| Veterinarians | 53 | #173 of 384 | 18 | 3.6 | $2.5M | 90 | 13 |
| Salons, barbers and spas | 52 | #167 of 387 | 169 | 33.8 | $262K | 123 | 67 |
| Electricians | 51 | #186 of 383 | 13 | 2.6 | $10.9M | 91 | 34 |
| Pet businesses | 51 | #190 of 387 | 58 | 11.6 | $762K | 87 | 27 |
| HVAC and plumbing | 51 | #191 of 387 | 33 | 6.6 | $4.3M | 90 | 43 |
| Child care and preschools | 50 | #196 of 387 | 28 | 5.6 | $786K | 78 | 23 |
| Pizza | 48 | #212 of 387 | 36 | 7.2 | $5.2M | 102 | 108 |
| Gyms | 48 | #212 of 387 | 30 | 6.0 | $1.2M | 91 | 15 |
| Home repair trades | 46 | #221 of 387 | 68 | 13.6 | $2.1M | 86 | 96 |
| Spas and skin care | 46 | #223 of 387 | 38 | 7.6 | $1.2M | 133 | 22 |
| Gyms, studios and classes | 46 | #234 of 387 | 63 | 12.6 | $564K | 85 | 23 |
| Yoga, Pilates and fitness studios | 44 | #222 of 347 | 9 | 1.8 | $4M | 97 | 15 |
| Collision repair and body shops | 44 | #241 of 381 | 19 | 3.8 | $2.8M | 89 | 14 |
| Martial arts and dance studios | 44 | #257 of 387 | 24 | 4.8 | $1.5M | 73 | 8 |
| Physical therapy | 42 | #250 of 386 | 26 | 5.2 | $2.1M | 88 | 19 |
| Pet stores | 42 | #254 of 382 | 11 | 2.2 | $4M | 89 | 5 |
| Laundromats | 41 | #233 of 364 | 7 | 1.4 | $13.3M | 106 | 7 |
| Primary care and pediatrics | 41 | #264 of 387 | 36 | 7.2 | $1.5M | 86 | 74 |
| Nail salons | 41 | #275 of 387 | 24 | 4.8 | $1.8M | 110 | 15 |
| Fast food and sandwich shops | 39 | #265 of 387 | 75 | 15.0 | $2.5M | 81 | 108 |
| Dentists and orthodontists | 39 | #280 of 387 | 54 | 10.8 | $1M | 104 | 55 |
| Tire shops | 38 | #275 of 386 | 27 | 5.4 | $1.9M | 77 | 12 |
| Roofing and gutters | 37 | #290 of 381 | 22 | 4.4 | $6.5M | 76 | 19 |
| Barbershops | 37 | #298 of 387 | 24 | 4.8 | $1.8M | 98 | 5 |
| Auto repair shops | 35 | #303 of 387 | 134 | 26.8 | $390K | 88 | 82 |
| Mortgage brokers and lenders | 35 | #317 of 373 | 23 | 4.6 | Index only | 83 | 14 |
| Car washes and detailing | 34 | #316 of 387 | 27 | 5.4 | $1.9M | 77 | 14 |
| Doctors, dentists and clinics | 33 | #329 of 387 | 467 | 93.3 | $118K | 77 | 175 |
| Auto repair and car care | 32 | #322 of 387 | 236 | 47.2 | $222K | 83 | 123 |
| Bakeries and dessert shops | 32 | #329 of 387 | 58 | 11.6 | $3.2M | 77 | 39 |
| Coffee shops and cafes | 30 | #341 of 387 | 69 | 13.8 | $2.7M | 73 | 39 |
| Sit-down restaurants | 30 | #345 of 387 | 324 | 64.7 | $575K | 87 | 117 |
| Restaurants and cafes | 29 | #339 of 387 | 591 | 118.1 | $315K | 85 | 267 |
| Grocery stores | 28 | #335 of 387 | 41 | 8.2 | $7.3M | 79 | 30 |
| Convenience stores | 26 | #340 of 387 | 67 | 13.4 | $4.5M | 57 | 34 |
| Grocery and convenience stores | 24 | #350 of 387 | 145 | 29.0 | $2.1M | 61 | 64 |
| Dry cleaners | Not scored | Not scored | 3 | 0.6 | $30.9M | 197 | 4 |
| Oil change and quick lube | Not scored | Not scored | 3 | 0.6 | $17.4M | 127 | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 4 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 6 |
Household spending in the Harrisonburg metro 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 | $52.3M | $1,045 | 109 |
| Gasoline and other fuels | $168.2M | $3,360 | 129 |
| Food away from home | $186.2M | $3,721 | 91 |
| Groceries | $299.5M | $5,984 | 95 |
| Personal care products and services | $44.3M | $885 | 88 |
| Child care and other personal services | $22M | $440 | 76 |
| Memberships, classes and admissions | $35.6M | $710 | 72 |
| Medical and dental services | $55M | $1,099 | 85 |
| Pets | $44.2M | $883 | 97 |
| Clothing, shoes and related services | $92.8M | $1,853 | 90 |
| Vehicle insurance | $143.7M | $2,872 | 147 |
| Home repairs, maintenance and insurance | $142M | $2,837 | 94 |
| Lawn care, cleaning and other household services | $72.9M | $1,456 | 103 |
| Rent and homeowner costs | $749.1M | $14,969 | 90 |
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 Harrisonburg metro area
- Population, 2025 estimate
- 140,155+3.5% since 2020
- Households
- 50,046
- Median age
- 37.3
- Homes lived in by their owners
- 63%
- Vehicles per household
- 2.2
- Land area
- 867 sq. mi.
- People per square mile
- 158
- Median household income
- $75,065+32.9% vs. 2015–2019, before inflation
- Average household income
- $97,373
- Median home value
- $309,300
- Jobs located here
- 66,301
- Daytime population
- 138,028Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Harrisonburg metro area?
These figures cover the whole metro area. 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 Harrisonburg metro 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 Harrisonburg metro area 2
- Rockingham County, VA85,600 people
- Harrisonburg city, VA51,392 people
Other markets based in Virginia 11
- Virginia Beach-Chesapeake-Norfolk, VA-NC metro area1,787,235 people
- Richmond, VA metro area1,341,248 people
- Roanoke, VA metro area314,986 people
- Lynchburg, VA metro area263,798 people
- Charlottesville, VA metro area224,335 people
- Blacksburg-Christiansburg-Radford, VA metro area181,664 people
- Winchester, VA-WV metro area146,386 people
- Staunton-Stuarts Draft, VA metro area126,822 people
- Danville, VA area102,070 people
- Martinsville, VA area63,638 people
- Lake of the Woods, VA area37,822 people
Questions
How fast is the Harrisonburg, VA metro area growing?
Population estimates put the Harrisonburg metro area at 140,155 people in 2025, up 3.5% since 2020, in step with the U.S. (+3.1%). It has 50,046 households. Against the 2015–2019 survey, median household income rose 32.9%, before inflation.
How much do households in the Harrisonburg, VA metro area spend?
Households in the Harrisonburg metro area spend about $749.1M a year on rent and homeowner costs, $299.5M on groceries and $186.2M on food away from home. Relative to the U.S., household spending in the Harrisonburg metro area runs highest on vehicle insurance (an index of 147, where 100 is the U.S. average) and lowest on memberships, classes and admissions (72).
Which business types have the highest market scores in the Harrisonburg, VA metro area?
Of the business types scored in the Harrisonburg metro area, insurance agencies (85), pest control companies (72) and gas stations (71) have the highest Groundwork market scores. For insurance agencies, that ranks #20 of 387 scored metro areas.
How does the Harrisonburg, VA metro area compare with the U.S.?
Median household income in the Harrisonburg metro area is $75,065, 7% below the U.S. median of $80,734. The population rose 3.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $309,300, against $332,700 for the U.S. Against the U.S., map listings per household run highest for convenience stores (68% above the U.S. rate) and lowest for real estate agents and brokers (34% 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. 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. 52 of the 56 business types have a score in the Harrisonburg metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Harrisonburg metro 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.
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Screening a site or an acquisition in the Harrisonburg metro 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 Harrisonburg metro 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.