Small-town market profile · Virginia
Lake of the Woods, VA area market data
Population, household spending and competition for 56 business types in the Lake of the Woods area, each scored against other small-town markets.
- Population, 2025
- 40,083
- +10.1% since 2020
- Households
- 14,856
- Median household income
- $94,008
- Median home value
- $364,200
- Jobs located here
- 9,522
- Highest market score
- 98
- Clothing, shoes and laundry, #1 of 536 scored small-town markets
A site report maps the competitors on map listings around any address in the Lake of the Woods area by name and distance, and the households and spending within reach. Or open the report at the center of the Lake of the Woods 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 40,083 people live in the Lake of the Woods area, in 14,856 households. Between 2020 and 2025, the population of the Lake of the Woods area grew 10.1%, faster than the U.S. (+3.1%). The median household income in the Lake of the Woods area is $94,008 a year, 16% above the U.S. median of $80,734.
Set against the U.S., households in the Lake of the Woods area spend the most on vehicle insurance (an index of 152, where 100 is the U.S. average) and the least on memberships, classes and admissions (90).
The highest Groundwork market scores in the Lake of the Woods area are for insurance agencies (98); clothing, shoe and laundry businesses (98); and clothing and shoe stores (98). The Lake of the Woods area ranks #1 of 537 scored small-town markets for insurance agencies.
The Lake of the Woods area is made up of one county, Orange County. For its number of households, the Lake of the Woods area has the most map listings, relative to the U.S., for veterinarians (2.2 times the U.S. rate) and the fewest for clothing, shoe and laundry businesses (65% below the U.S. rate).
All 56 business types in the Lake of the Woods area
Highest Groundwork market score first. Each score compares the Lake of the Woods 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 |
|---|---|---|---|---|---|---|---|
| Clothing, shoes and laundry | 98 | #1 of 536 | 12 | 8.1 | $2.6M | 295 | Under 3 |
| Insurance agencies | 98 | #1 of 537 | 11 | 7.4 | $4M | 321 | 8 |
| Clothing and shoe stores | 98 | #1 of 536 | 6 | 4.0 | $5.2M | 409 | Under 3 |
| Coffee shops and cafes | 95 | #1 of 529 | 8 | 5.4 | $8M | 215 | 4 |
| Grocery stores | 94 | #1 of 506 | 8 | 5.4 | $12.1M | 130 | 3 |
| Bakeries and dessert shops | 93 | #1 of 507 | 9 | 6.1 | $7.1M | 171 | 4 |
| Grocery and convenience stores | 90 | #2 of 538 | 20 | 13.5 | $4.8M | 143 | 8 |
| Child care and preschools | 90 | #3 of 454 | 7 | 4.7 | $1.2M | 117 | 4 |
| Doctors, dentists and clinics | 90 | #4 of 538 | 46 | 31.0 | $400K | 262 | 21 |
| Barbershops | 90 | #7 of 377 | 5 | 3.4 | $3M | 159 | Under 3 |
| Gyms | 87 | #7 of 506 | 5 | 3.4 | $2.6M | 203 | 3 |
| Dentists and orthodontists | 86 | #5 of 526 | 8 | 5.4 | $2.3M | 234 | 7 |
| Gas stations | 85 | #9 of 536 | 20 | 13.5 | $2.6M | 109 | 18 |
| Primary care and pediatrics | 84 | #16 of 458 | 7 | 4.7 | $2.6M | 148 | 8 |
| Convenience stores | 83 | #8 of 529 | 9 | 6.1 | $10.7M | 136 | 5 |
| Pizza | 82 | #13 of 520 | 8 | 5.4 | $8M | 157 | 29 |
| Car washes and detailing | 82 | #14 of 441 | 6 | 4.0 | $2.8M | 110 | Under 3 |
| Restaurants and cafes | 82 | #18 of 538 | 119 | 80.1 | $535K | 144 | 66 |
| Fast food and sandwich shops | 79 | #32 of 537 | 17 | 11.4 | $3.7M | 123 | 29 |
| Hair salons | 78 | #15 of 538 | 19 | 12.8 | $787K | 183 | 9 |
| Sit-down restaurants | 78 | #26 of 538 | 62 | 41.7 | $1M | 155 | 32 |
| Spas and skin care | 77 | #20 of 504 | 9 | 6.1 | $1.7M | 190 | 3 |
| Salons, barbers and spas | 76 | #20 of 538 | 38 | 25.6 | $393K | 185 | 15 |
| Nail salons | 76 | #21 of 387 | 5 | 3.4 | $3M | 179 | 3 |
| HVAC and plumbing | 75 | #27 of 476 | 6 | 4.0 | $7.9M | 166 | 19 |
| Pet grooming and boarding | 75 | #30 of 387 | 5 | 3.4 | $3M | 120 | 5 |
| Gyms, studios and classes | 74 | #32 of 535 | 16 | 10.8 | $824K | 124 | 6 |
| Auto repair and car care | 74 | #48 of 538 | 48 | 32.3 | $345K | 129 | 28 |
| Auto repair shops | 73 | #52 of 538 | 27 | 18.2 | $614K | 138 | 22 |
| Lawn, cleaning and pest control | 71 | #59 of 481 | 10 | 6.7 | $2.4M | 145 | 36 |
| Home repair trades | 70 | #54 of 526 | 18 | 12.1 | $2.6M | 109 | 31 |
| Landscaping and lawn care | 70 | #60 of 399 | 7 | 4.7 | $3.5M | 119 | 28 |
| Martial arts and dance studios | 67 | #67 of 378 | 7 | 4.7 | $1.9M | 93 | 3 |
| Tire shops | 66 | #107 of 431 | 7 | 4.7 | $2.4M | 95 | 4 |
| Real estate | 63 | #109 of 536 | 38 | 25.6 | Index only | 149 | 16 |
| Pet businesses | 63 | #114 of 527 | 22 | 14.8 | $692K | 79 | 12 |
| Real estate agents and brokers | 60 | #138 of 533 | 34 | 22.9 | Index only | 132 | 9 |
| Electricians | 58 | #104 of 295 | 8 | 5.4 | $5.9M | 49 | 12 |
| Veterinarians | 48 | #223 of 398 | 11 | 7.4 | $1.4M | 51 | 7 |
| Collision repair and body shops | Not scored | Not scored | 4 | 2.7 | $4.1M | 134 | 4 |
| Physical therapy | Not scored | Not scored | 4 | 2.7 | $4.6M | 192 | 6 |
| Roofing and gutters | Not scored | Not scored | 4 | 2.7 | $11.9M | 140 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 4 | 2.7 | $3.3M | 81 | 3 |
| Funeral homes | Not scored | Not scored | 3 | 2.0 | $798K | 118 | 3 |
| Laundromats | Not scored | Not scored | 3 | 2.0 | $10.4M | 83 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 2.0 | Index only | 210 | Under 3 |
| Chiropractors | Not scored | Not scored | 2 | 1.3 | $9.2M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 1.3 | $12.2M | Too few | 5 |
| Dry cleaners | Not scored | Not scored | 1 | 0.7 | $31.2M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 1 | 0.7 | $18.4M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.7 | $24.3M | Too few | 3 |
| Pet stores | Not scored | Not scored | 1 | 0.7 | $15.2M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 0.7 | Index only | Too few | 4 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | 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 Lake of the Woods 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 | $16.6M | $1,116 | 117 |
| Gasoline and other fuels | $52M | $3,503 | 135 |
| Food away from home | $63.7M | $4,285 | 105 |
| Groceries | $96.7M | $6,509 | 103 |
| Personal care products and services | $14.9M | $1,006 | 100 |
| Child care and other personal services | $8.2M | $551 | 95 |
| Memberships, classes and admissions | $13.2M | $887 | 90 |
| Medical and dental services | $18.4M | $1,239 | 96 |
| Pets | $15.2M | $1,025 | 113 |
| Clothing, shoes and related services | $31.2M | $2,098 | 102 |
| Vehicle insurance | $44.3M | $2,982 | 152 |
| Home repairs, maintenance and insurance | $47.5M | $3,199 | 106 |
| Lawn care, cleaning and other household services | $24.3M | $1,638 | 116 |
| Rent and homeowner costs | $245.5M | $16,525 | 99 |
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 Lake of the Woods area
- Population, 2025 estimate
- 40,083+10.1% since 2020
- Households
- 14,856
- Median age
- 42.7
- Homes lived in by their owners
- 79%
- Vehicles per household
- 2.2
- Land area
- 341 sq. mi.
- People per square mile
- 111
- Median household income
- $94,008
- Average household income
- $115,533
- Median home value
- $364,200
- Jobs located here
- 9,522
- Daytime population
- 31,111Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Lake of the Woods 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 Lake of the Woods 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 Lake of the Woods area 1
- Orange County, VA37,822 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
- Harrisonburg, VA metro area136,992 people
- Staunton-Stuarts Draft, VA metro area126,822 people
- Danville, VA area102,070 people
- Martinsville, VA area63,638 people
Questions
How fast is the Lake of the Woods, VA area growing?
Population estimates put the Lake of the Woods area at 40,083 people in 2025, up 10.1% since 2020, faster than the U.S. (+3.1%). It has 14,856 households.
How much do households in the Lake of the Woods, VA area spend?
Households in the Lake of the Woods area spend about $245.5M a year on rent and homeowner costs, $96.7M on groceries and $63.7M on food away from home. Relative to the U.S., household spending in the Lake of the Woods area runs highest on vehicle insurance (an index of 152, where 100 is the U.S. average) and lowest on memberships, classes and admissions (90).
Which business types have the highest market scores in the Lake of the Woods, VA area?
Of the business types scored in the Lake of the Woods area, insurance agencies (98); clothing, shoe and laundry businesses (98); and clothing and shoe stores (98) have the highest Groundwork market scores. For insurance agencies, that ranks #1 of 537 scored small-town markets.
How does the Lake of the Woods, VA area compare with the U.S.?
Median household income in the Lake of the Woods area is $94,008, 16% above the U.S. median of $80,734. The population rose 10.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $364,200, against $332,700 for the U.S. Against the U.S., map listings per household run highest for veterinarians (2.2 times the U.S. rate) and lowest for clothing, shoe and laundry businesses (65% 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 Lake of the Woods 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 Lake of the Woods 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 Lake of the Woods 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 Lake of the Woods 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.