County profile · Virginia
Rockingham County, VA market data
How Rockingham County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 89,316
- +6.6% since 2020
- Households
- 32,686
- Median household income
- $80,693
- +30.4% vs. 2015–2019, before inflation
- Median home value
- $313,000
- Jobs located here
- 32,108
- Highest market score
- 95
- Insurance agencies, #13 of 2,272 scored counties
A site report maps the competitors on map listings around any address in Rockingham County by name and distance, and the households and spending within reach. Or open the report at the center of Rockingham County. 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
Rockingham County has an estimated 89,316 people and 32,686 households. Population estimates put the population change in Rockingham County from 2020 to 2025 at +6.6%, faster than the U.S. (+3.1%). Median household income in Rockingham County is $80,693, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 30.4%, before inflation.
Relative to the U.S., household spending in Rockingham County runs highest on vehicle insurance (an index of 155, where 100 is the U.S. average) and lowest on memberships, classes and admissions (77).
Of the business types scored in Rockingham County, insurance agencies (95); clothing, shoe and laundry businesses (90); and clothing and shoe stores (89) have the highest Groundwork market scores. For insurance agencies, that ranks #13 of 2,272 scored counties.
Rockingham County is part of the Harrisonburg metro area. Against the U.S., map listings per household run highest for roofing and gutter companies (61% above the U.S. rate) and lowest for real estate agents and brokers (82% below the U.S. rate).
All 56 business types in Rockingham County
Highest Groundwork market score first. Each score compares Rockingham County 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 |
|---|---|---|---|---|---|---|---|
| Insurance agencies | 95 | #13 of 2,272 | 16 | 4.9 | $6.2M | 494 | 15 |
| Clothing, shoes and laundry | 90 | #17 of 2,210 | 21 | 6.4 | $3M | 339 | 5 |
| Clothing and shoe stores | 89 | #30 of 2,087 | 16 | 4.9 | $3.9M | 308 | 5 |
| Gas stations | 89 | #36 of 2,358 | 33 | 10.1 | $3.5M | 147 | 25 |
| Pizza | 88 | #17 of 2,090 | 16 | 4.9 | $7.9M | 156 | 35 |
| Fast food and sandwich shops | 88 | #28 of 2,222 | 24 | 7.3 | $5.3M | 173 | 35 |
| Restaurants and cafes | 87 | #44 of 2,405 | 195 | 59.7 | $650K | 175 | 83 |
| Salons, barbers and spas | 86 | #26 of 2,385 | 46 | 14.1 | $653K | 307 | 11 |
| Sit-down restaurants | 86 | #54 of 2,405 | 104 | 31.8 | $1.2M | 184 | 36 |
| Hair salons | 85 | #36 of 2,339 | 23 | 7.0 | $1.3M | 304 | Under 3 |
| Gyms | 83 | #44 of 1,792 | 12 | 3.7 | $2.1M | 159 | 4 |
| Bakeries and dessert shops | 83 | #61 of 1,889 | 17 | 5.2 | $7.5M | 180 | 12 |
| Gyms, studios and classes | 80 | #69 of 2,088 | 26 | 8.0 | $953K | 144 | 7 |
| Coffee shops and cafes | 80 | #108 of 2,063 | 22 | 6.7 | $5.8M | 155 | 12 |
| Real estate agents and brokers | 79 | #32 of 2,176 | 18 | 5.5 | Index only | 514 | 21 |
| Physical therapy | 79 | #66 of 1,422 | 6 | 1.8 | $6.2M | 258 | 8 |
| Spas and skin care | 79 | #70 of 1,769 | 15 | 4.6 | $2M | 229 | 5 |
| Real estate | 78 | #47 of 2,229 | 26 | 8.0 | Index only | 448 | 38 |
| Property management | 76 | #66 of 910 | 5 | 1.5 | Index only | 182 | 9 |
| Pet grooming and boarding | 76 | #112 of 1,461 | 14 | 4.3 | $2.1M | 84 | 4 |
| Pet businesses | 76 | #148 of 2,200 | 35 | 10.7 | $859K | 98 | 14 |
| Grocery stores | 76 | #282 of 2,070 | 21 | 6.4 | $9.5M | 103 | 9 |
| Martial arts and dance studios | 74 | #103 of 1,334 | 11 | 3.4 | $2.3M | 112 | 3 |
| Veterinarians | 71 | #259 of 1,485 | 10 | 3.1 | $3M | 110 | 10 |
| HVAC and plumbing | 70 | #215 of 1,707 | 19 | 5.8 | $5.1M | 107 | 27 |
| Electricians | 69 | #173 of 1,160 | 7 | 2.1 | $13.8M | 115 | 23 |
| Dentists and orthodontists | 69 | #293 of 1,886 | 22 | 6.7 | $1.7M | 172 | 20 |
| House cleaning | 68 | #120 of 847 | 5 | 1.5 | $9.9M | 154 | 26 |
| Funeral homes | 68 | #294 of 1,472 | 8 | 2.4 | $660K | 97 | 6 |
| Car washes and detailing | 67 | #310 of 1,451 | 15 | 4.6 | $2.4M | 96 | 5 |
| Landscaping and lawn care | 66 | #335 of 1,493 | 18 | 5.5 | $2.7M | 93 | 33 |
| Lawn, cleaning and pest control | 64 | #374 of 1,771 | 27 | 8.3 | $1.8M | 109 | 64 |
| Tire shops | 64 | #432 of 1,530 | 18 | 5.5 | $2M | 80 | 5 |
| Child care and preschools | 64 | #439 of 1,611 | 19 | 5.8 | $798K | 80 | 14 |
| Primary care and pediatrics | 63 | #422 of 1,656 | 14 | 4.3 | $2.7M | 149 | 46 |
| Collision repair and body shops | 61 | #420 of 1,327 | 12 | 3.7 | $3M | 98 | 10 |
| Auto repair shops | 58 | #805 of 2,378 | 73 | 22.3 | $496K | 112 | 51 |
| Home repair trades | 56 | #758 of 2,057 | 45 | 13.8 | $2.1M | 88 | 62 |
| Doctors, dentists and clinics | 53 | #1,060 of 2,394 | 203 | 62.1 | $183K | 120 | 77 |
| Grocery and convenience stores | 53 | #1,091 of 2,402 | 85 | 26.0 | $2.4M | 70 | 26 |
| Auto repair and car care | 53 | #1,095 of 2,401 | 137 | 41.9 | $264K | 98 | 68 |
| Convenience stores | 50 | #1,135 of 2,261 | 41 | 12.5 | $4.9M | 62 | 17 |
| Roofing and gutters | 40 | #826 of 1,177 | 19 | 5.8 | $5.1M | 60 | 12 |
| Nail salons | Not scored | Not scored | 4 | 1.2 | $7.5M | 450 | 3 |
| Pest control | Not scored | Not scored | 4 | 1.2 | $12.3M | 121 | 5 |
| Barbershops | Not scored | Not scored | 3 | 0.9 | $10M | 531 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 0.9 | $20.9M | 167 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 0.9 | Index only | 431 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 0.9 | $10M | 221 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 0.9 | $8.3M | 203 | 4 |
| Optometrists and eye care | Not scored | Not scored | 2 | 0.6 | $18.6M | Too few | Under 3 |
| Chiropractors | Not scored | Not scored | 1 | 0.3 | $37.2M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.3 | $62.7M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 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 | 3 |
Household spending in Rockingham County
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 | $36.2M | $1,108 | 116 |
| Gasoline and other fuels | $115.9M | $3,546 | 137 |
| Food away from home | $126.7M | $3,875 | 95 |
| Groceries | $200.5M | $6,135 | 97 |
| Personal care products and services | $30.1M | $920 | 92 |
| Child care and other personal services | $15.2M | $464 | 80 |
| Memberships, classes and admissions | $24.8M | $758 | 77 |
| Medical and dental services | $37.2M | $1,139 | 88 |
| Pets | $30.1M | $920 | 101 |
| Clothing, shoes and related services | $62.7M | $1,917 | 93 |
| Vehicle insurance | $99.2M | $3,035 | 155 |
| Home repairs, maintenance and insurance | $96.5M | $2,954 | 98 |
| Lawn care, cleaning and other household services | $49.3M | $1,508 | 107 |
| Rent and homeowner costs | $504.2M | $15,427 | 93 |
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 Rockingham County
- Population, 2025 estimate
- 89,316+6.6% since 2020
- Households
- 32,686
- Median age
- 40.8
- Homes lived in by their owners
- 75%
- Vehicles per household
- 2.3
- Land area
- 850 sq. mi.
- People per square mile
- 101
- Median household income
- $80,693+30.4% vs. 2015–2019, before inflation
- Average household income
- $105,531
- Median home value
- $313,000
- Jobs located here
- 32,108
- Daytime population
- 73,949Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Rockingham County?
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 Rockingham County. 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
- Harrisonburg city, VA51,392 people
- Page County, VA23,727 people
- Staunton city, VA25,948 people
- Augusta County, VA78,033 people
- Waynesboro city, VA22,841 people
- Greene County, VA21,155 people
- Albemarle County, VA114,919 people
- Shenandoah County, VA44,925 people
Questions
How fast is Rockingham County, VA growing?
Population estimates put Rockingham County at 89,316 people in 2025, up 6.6% since 2020, faster than the U.S. (+3.1%). It has 32,686 households. Median household income rose 30.4% from the 2015–2019 survey, before inflation.
How much do households in Rockingham County, VA spend?
Households in Rockingham County spend about $504.2M a year on rent and homeowner costs, $200.5M on groceries and $126.7M on food away from home. Set against the U.S., households in Rockingham County spend the most on vehicle insurance (an index of 155, where 100 is the U.S. average) and the least on memberships, classes and admissions (77).
Which business types have the highest market scores in Rockingham County, VA?
The highest Groundwork market scores in Rockingham County are for insurance agencies (95); clothing, shoe and laundry businesses (90); and clothing and shoe stores (89). Rockingham County ranks #13 of 2,272 scored counties for insurance agencies.
How does Rockingham County, VA compare with the U.S.?
The median household income in Rockingham County is $80,693 a year, in line with the U.S. median of $80,734. The population rose 6.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $313,000, against $332,700 for the U.S. For its number of households, Rockingham County has the most map listings, relative to the U.S., for roofing and gutter companies (61% above the U.S. rate) and the fewest for real estate agents and brokers (82% 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. 43 of the 56 business types have a score in Rockingham County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Rockingham County. 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 Rockingham County?
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 Rockingham County. 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.