County profile · Virginia
Shenandoah County, VA market data
Population, household spending and competition for 56 business types in Shenandoah County, each scored against other counties.
- Population, 2025
- 45,839
- +3.6% since 2020
- Households
- 17,962
- Median household income
- $67,191
- +17.4% vs. 2015–2019, before inflation
- Median home value
- $294,900
- Jobs located here
- 13,347
- Highest market score
- 85
- Insurance agencies, #127 of 2,272 scored counties
A site report maps the competitors on map listings around any address in Shenandoah County by name and distance, and the households and spending within reach. Or open the report at the center of Shenandoah 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
An estimated 45,839 people live in Shenandoah County, in 17,962 households. Population estimates put the population change in Shenandoah County from 2020 to 2025 at +3.6%, faster than the U.S. (+3.1%). The median household income in Shenandoah County is $67,191 a year, 17% below the U.S. median of $80,734. That rose 17.4% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Shenandoah County spend the most on vehicle insurance (an index of 149, where 100 is the U.S. average) and the least on memberships, classes and admissions (68).
The highest Groundwork market scores in Shenandoah County are for insurance agencies (85), primary care and pediatric clinics (76) and spas and skin care studios (70). Shenandoah County ranks #127 of 2,272 scored counties for insurance agencies.
For its number of households, Shenandoah County has the most map listings, relative to the U.S., for convenience stores (2.1 times the U.S. rate) and the fewest for clothing and shoe stores (52% below the U.S. rate).
All 56 business types in Shenandoah County
Highest Groundwork market score first. Each score compares Shenandoah 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 | 85 | #127 of 2,272 | 18 | 10.0 | $2.9M | 231 | 12 |
| Primary care and pediatrics | 76 | #133 of 1,656 | 6 | 3.3 | $3.2M | 179 | 4 |
| Spas and skin care | 70 | #202 of 1,769 | 7 | 3.9 | $2.2M | 251 | Under 3 |
| Clothing, shoes and laundry | 69 | #401 of 2,210 | 20 | 11.1 | $1.6M | 183 | Under 3 |
| Clothing and shoe stores | 69 | #403 of 2,087 | 14 | 7.8 | $2.3M | 181 | Under 3 |
| Lawn, cleaning and pest control | 67 | #281 of 1,771 | 11 | 6.1 | $2.3M | 138 | 30 |
| Pizza | 67 | #416 of 2,090 | 13 | 7.2 | $4.9M | 97 | 23 |
| Barbershops | 65 | #329 of 1,356 | 5 | 2.8 | $3.1M | 163 | Under 3 |
| Nail salons | 63 | #322 of 1,328 | 6 | 3.3 | $2.6M | 153 | Under 3 |
| HVAC and plumbing | 63 | #390 of 1,707 | 8 | 4.5 | $6.2M | 131 | 19 |
| Gyms | 63 | #421 of 1,792 | 8 | 4.5 | $1.5M | 115 | Under 3 |
| Fast food and sandwich shops | 63 | #632 of 2,222 | 23 | 12.8 | $2.8M | 91 | 23 |
| Funeral homes | 62 | #449 of 1,472 | 7 | 3.9 | $429K | 63 | Under 3 |
| Home repair trades | 62 | #477 of 2,057 | 15 | 8.4 | $3.3M | 136 | 39 |
| Doctors, dentists and clinics | 62 | #662 of 2,394 | 77 | 42.9 | $248K | 163 | 28 |
| Collision repair and body shops | 61 | #408 of 1,327 | 5 | 2.8 | $3.8M | 122 | 6 |
| Martial arts and dance studios | 60 | #372 of 1,334 | 5 | 2.8 | $2.4M | 119 | Under 3 |
| Car washes and detailing | 60 | #454 of 1,451 | 5 | 2.8 | $3.8M | 150 | 6 |
| Tire shops | 60 | #530 of 1,530 | 8 | 4.5 | $2.4M | 94 | Under 3 |
| Auto repair shops | 59 | #760 of 2,378 | 35 | 19.5 | $539K | 121 | 24 |
| Auto repair and car care | 59 | #776 of 2,401 | 58 | 32.3 | $325K | 121 | 33 |
| Gas stations | 59 | #803 of 2,358 | 32 | 17.8 | $1.9M | 80 | 25 |
| Pet grooming and boarding | 57 | #549 of 1,461 | 6 | 3.3 | $2.5M | 99 | 5 |
| Landscaping and lawn care | 56 | #551 of 1,493 | 9 | 5.0 | $2.8M | 96 | 25 |
| Gyms, studios and classes | 56 | #771 of 2,088 | 17 | 9.5 | $704K | 106 | Under 3 |
| Salons, barbers and spas | 56 | #829 of 2,385 | 52 | 29.0 | $295K | 139 | 15 |
| Child care and preschools | 52 | #781 of 1,611 | 11 | 6.1 | $671K | 67 | 8 |
| Grocery stores | 52 | #954 of 2,070 | 17 | 9.5 | $6.2M | 67 | 6 |
| Pet businesses | 52 | #999 of 2,200 | 21 | 11.7 | $723K | 82 | 12 |
| Sit-down restaurants | 52 | #1,083 of 2,405 | 83 | 46.2 | $774K | 117 | 37 |
| Dentists and orthodontists | 49 | #977 of 1,886 | 17 | 9.5 | $1.1M | 114 | 12 |
| Restaurants and cafes | 48 | #1,280 of 2,405 | 179 | 99.7 | $359K | 97 | 75 |
| Real estate | 46 | #1,314 of 2,229 | 59 | 32.8 | Index only | 103 | 21 |
| Hair salons | 44 | #1,467 of 2,339 | 34 | 18.9 | $452K | 105 | 14 |
| Real estate agents and brokers | 43 | #1,442 of 2,176 | 54 | 30.1 | Index only | 89 | 13 |
| Coffee shops and cafes | 42 | #1,309 of 2,063 | 18 | 10.0 | $3.6M | 96 | 15 |
| Veterinarians | 41 | #964 of 1,485 | 9 | 5.0 | $1.7M | 62 | 7 |
| Grocery and convenience stores | 40 | #1,615 of 2,402 | 55 | 30.6 | $1.9M | 56 | 14 |
| Convenience stores | 37 | #1,601 of 2,261 | 30 | 16.7 | $3.5M | 44 | 8 |
| Physical therapy | 32 | #1,174 of 1,422 | 12 | 6.7 | $1.6M | 66 | 8 |
| Bakeries and dessert shops | 31 | #1,599 of 1,889 | 25 | 13.9 | $2.6M | 62 | 15 |
| Chiropractors | Not scored | Not scored | 4 | 2.2 | $4.8M | 200 | 4 |
| Electricians | Not scored | Not scored | 4 | 2.2 | $12.4M | 103 | 17 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 4 | 2.2 | $3M | 74 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 1.7 | $10.7M | 86 | Under 3 |
| Property management | Not scored | Not scored | 3 | 1.7 | Index only | 157 | 6 |
| Roofing and gutters | Not scored | Not scored | 3 | 1.7 | $16.6M | 196 | 3 |
| Dry cleaners | Not scored | Not scored | 2 | 1.1 | $16.1M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 1.1 | $12.7M | Too few | 5 |
| Mortgage brokers and lenders | Not scored | Not scored | 2 | 1.1 | Index only | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 2 | 1.1 | $9.6M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 1.1 | $7.6M | Too few | Under 3 |
| 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 |
| Pest control | 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 Shenandoah 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 | $18.8M | $1,049 | 110 |
| Gasoline and other fuels | $61M | $3,394 | 131 |
| Food away from home | $64.2M | $3,574 | 88 |
| Groceries | $105.1M | $5,851 | 93 |
| Personal care products and services | $15.4M | $855 | 85 |
| Child care and other personal services | $7.4M | $411 | 71 |
| Memberships, classes and admissions | $12M | $666 | 68 |
| Medical and dental services | $19.1M | $1,064 | 83 |
| Pets | $15.2M | $845 | 93 |
| Clothing, shoes and related services | $32.2M | $1,794 | 87 |
| Vehicle insurance | $52.2M | $2,909 | 149 |
| Home repairs, maintenance and insurance | $49.7M | $2,766 | 92 |
| Lawn care, cleaning and other household services | $25.4M | $1,415 | 100 |
| Rent and homeowner costs | $262.2M | $14,595 | 88 |
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 Shenandoah County
- Population, 2025 estimate
- 45,839+3.6% since 2020
- Households
- 17,962
- Median age
- 44.6
- Homes lived in by their owners
- 73%
- Vehicles per household
- 2.2
- Land area
- 508 sq. mi.
- People per square mile
- 88
- Median household income
- $67,191+17.4% vs. 2015–2019, before inflation
- Average household income
- $89,485
- Median home value
- $294,900
- Jobs located here
- 13,347
- Daytime population
- 38,170Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Shenandoah 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 Shenandoah 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
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- Warren County, VA41,531 people
- Rappahannock County, VA7,427 people
- Frederick County, VA95,008 people
- Winchester city, VA27,913 people
- Rockingham County, VA85,600 people
- Clarke County, VA15,216 people
- Harrisonburg city, VA51,392 people
Questions
How fast is Shenandoah County, VA growing?
Population estimates put Shenandoah County at 45,839 people in 2025, up 3.6% since 2020, faster than the U.S. (+3.1%). It has 17,962 households. Against the 2015–2019 survey, median household income rose 17.4%, before inflation.
How much do households in Shenandoah County, VA spend?
Households in Shenandoah County spend about $262.2M a year on rent and homeowner costs, $105.1M on groceries and $64.2M on food away from home. Relative to the U.S., household spending in Shenandoah County runs highest on vehicle insurance (an index of 149, where 100 is the U.S. average) and lowest on memberships, classes and admissions (68).
Which business types have the highest market scores in Shenandoah County, VA?
Of the business types scored in Shenandoah County, insurance agencies (85), primary care and pediatric clinics (76) and spas and skin care studios (70) have the highest Groundwork market scores. For insurance agencies, that ranks #127 of 2,272 scored counties.
How does Shenandoah County, VA compare with the U.S.?
Median household income in Shenandoah County is $67,191, 17% below the U.S. median of $80,734. The population rose 3.6% from 2020 to 2025, against +3.1% for the U.S. The median home value is $294,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for convenience stores (2.1 times the U.S. rate) and lowest for clothing and shoe stores (52% 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. 41 of the 56 business types have a score in Shenandoah 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 Shenandoah 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 Shenandoah 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 Shenandoah 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.