County profile · Virginia
Wise County, VA market data
Population, household spending and competition for 56 business types in Wise County, each scored against other counties.
- Population, 2025
- 34,824
- −3.5% since 2020
- Households
- 13,905
- Median household income
- $52,943
- +36.1% vs. 2015–2019, before inflation
- Median home value
- $118,600
- Jobs located here
- 11,233
- Highest market score
- 70
- Insurance agencies, #451 of 2,272 scored counties
A site report maps the competitors on map listings around any address in Wise County by name and distance, and the households and spending within reach. Or open the report at the center of Wise 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 34,824 people live in Wise County, in 13,905 households. Population estimates show Wise County declined 3.5% from 2020 to 2025, against +3.1% for the U.S. The median household income in Wise County is $52,943 a year, 34% below the U.S. median of $80,734. That rose 36.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Wise County spend the most on vehicle insurance (an index of 130, where 100 is the U.S. average) and the least on memberships, classes and admissions (47).
The highest Groundwork market scores in Wise County are for insurance agencies (70), dentists and orthodontists (60) and real estate businesses (59). Wise County ranks #451 of 2,272 scored counties for insurance agencies.
For its number of households, Wise County has the most map listings, relative to the U.S., for gas stations (3.1 times the U.S. rate) and the fewest for real estate agents and brokers (74% below the U.S. rate).
All 56 business types in Wise County
Highest Groundwork market score first. Each score compares Wise 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 | 70 | #451 of 2,272 | 11 | 7.9 | $3.2M | 255 | 9 |
| Dentists and orthodontists | 60 | #547 of 1,886 | 5 | 3.6 | $2.5M | 255 | 3 |
| Real estate | 59 | #597 of 2,229 | 14 | 10.1 | Index only | 294 | 4 |
| Real estate agents and brokers | 58 | #629 of 2,176 | 11 | 7.9 | Index only | 297 | 4 |
| Bakeries and dessert shops | 55 | #721 of 1,889 | 6 | 4.3 | $6.8M | 164 | 4 |
| Clothing and shoe stores | 54 | #879 of 2,087 | 8 | 5.8 | $2.6M | 207 | 4 |
| Clothing, shoes and laundry | 53 | #984 of 2,210 | 12 | 8.6 | $1.8M | 199 | 4 |
| Home repair trades | 46 | #1,211 of 2,057 | 12 | 8.6 | $2.7M | 112 | 17 |
| Salons, barbers and spas | 45 | #1,450 of 2,385 | 39 | 28.0 | $256K | 120 | 3 |
| Coffee shops and cafes | 40 | #1,374 of 2,063 | 11 | 7.9 | $3.7M | 100 | 4 |
| Sit-down restaurants | 39 | #1,659 of 2,405 | 46 | 33.1 | $886K | 134 | 25 |
| Pet businesses | 38 | #1,611 of 2,200 | 17 | 12.2 | $558K | 64 | 3 |
| Restaurants and cafes | 37 | #1,725 of 2,405 | 98 | 70.5 | $416K | 112 | 55 |
| Veterinarians | 36 | #1,064 of 1,485 | 5 | 3.6 | $1.9M | 70 | 3 |
| Doctors, dentists and clinics | 35 | #1,875 of 2,394 | 66 | 47.5 | $190K | 124 | 24 |
| Car washes and detailing | 33 | #1,137 of 1,451 | 5 | 3.6 | $2.4M | 97 | 3 |
| Chiropractors | 29 | #1,287 of 1,490 | 5 | 3.6 | $2.5M | 105 | Under 3 |
| Primary care and pediatrics | 28 | #1,411 of 1,656 | 8 | 5.8 | $1.6M | 88 | 17 |
| Pet grooming and boarding | 27 | #1,241 of 1,461 | 5 | 3.6 | $1.9M | 75 | Under 3 |
| Convenience stores | 27 | #1,874 of 2,261 | 13 | 9.3 | $5.6M | 72 | Under 3 |
| Grocery and convenience stores | 27 | #2,036 of 2,402 | 31 | 22.3 | $2.4M | 70 | 10 |
| HVAC and plumbing | 25 | #1,583 of 1,707 | 11 | 7.9 | $3M | 62 | 10 |
| Spas and skin care | 23 | #1,658 of 1,769 | 10 | 7.2 | $999K | 114 | Under 3 |
| Pizza | 22 | #1,969 of 2,090 | 13 | 9.3 | $3.1M | 62 | 26 |
| Hair salons | 22 | #2,179 of 2,339 | 24 | 17.3 | $416K | 97 | Under 3 |
| Collision repair and body shops | 21 | #1,235 of 1,327 | 5 | 3.6 | $2.4M | 79 | 6 |
| Auto repair and car care | 19 | #2,280 of 2,401 | 53 | 38.1 | $231K | 86 | 33 |
| Auto repair shops | 18 | #2,282 of 2,378 | 33 | 23.7 | $370K | 83 | 23 |
| Funeral homes | 17 | #1,426 of 1,472 | 8 | 5.8 | $251K | 37 | 6 |
| Fast food and sandwich shops | 17 | #2,106 of 2,222 | 24 | 17.3 | $1.7M | 56 | 26 |
| Optometrists and eye care | 16 | #1,235 of 1,302 | 5 | 3.6 | $2.5M | 80 | 4 |
| Gas stations | 15 | #2,286 of 2,358 | 47 | 33.8 | $871K | 37 | 29 |
| Tire shops | 13 | #1,465 of 1,530 | 9 | 6.5 | $1.4M | 54 | 6 |
| Grocery stores | 13 | #1,982 of 2,070 | 16 | 11.5 | $4.6M | 49 | 8 |
| Gyms | 2 | #1,792 of 1,792 | 19 | 13.7 | $336K | 26 | Under 3 |
| Gyms, studios and classes | 2 | #2,088 of 2,088 | 23 | 16.5 | $277K | 42 | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 2.9 | $1.6M | 79 | Under 3 |
| Pet stores | Not scored | Not scored | 4 | 2.9 | $2.4M | 52 | Under 3 |
| Nail salons | Not scored | Not scored | 3 | 2.2 | $3.3M | 199 | Under 3 |
| Physical therapy | Not scored | Not scored | 3 | 2.2 | $4.2M | 174 | Under 3 |
| Property management | Not scored | Not scored | 3 | 2.2 | Index only | 107 | Under 3 |
| Barbershops | Not scored | Not scored | 2 | 1.4 | $5M | Too few | Under 3 |
| Child care and preschools | Not scored | Not scored | 2 | 1.4 | $2M | Too few | 11 |
| Electricians | Not scored | Not scored | 1 | 0.7 | $32.6M | Too few | 7 |
| Landscaping and lawn care | Not scored | Not scored | 1 | 0.7 | $16.8M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 0.7 | $21.1M | Too few | Under 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 1 | 0.7 | $16.8M | Too few | 6 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
| Mortgage brokers and lenders | 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 | 3 |
| Roofing and gutters | 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 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Wise 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 | $12.2M | $879 | 92 |
| Gasoline and other fuels | $40.9M | $2,943 | 113 |
| Food away from home | $40.8M | $2,933 | 72 |
| Groceries | $73.3M | $5,270 | 83 |
| Personal care products and services | $10M | $719 | 72 |
| Child care and other personal services | $3.9M | $284 | 49 |
| Memberships, classes and admissions | $6.4M | $459 | 47 |
| Medical and dental services | $12.5M | $901 | 70 |
| Pets | $9.5M | $682 | 75 |
| Clothing, shoes and related services | $21.1M | $1,515 | 74 |
| Vehicle insurance | $35.3M | $2,537 | 130 |
| Home repairs, maintenance and insurance | $32.6M | $2,348 | 78 |
| Lawn care, cleaning and other household services | $16.8M | $1,209 | 86 |
| Rent and homeowner costs | $178.2M | $12,817 | 77 |
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 Wise County
- Population, 2025 estimate
- 34,824−3.5% since 2020
- Households
- 13,905
- Median age
- 42.7
- Homes lived in by their owners
- 74%
- Vehicles per household
- 1.9
- Land area
- 403 sq. mi.
- People per square mile
- 88
- Median household income
- $52,943+36.1% vs. 2015–2019, before inflation
- Average household income
- $64,112
- Median home value
- $118,600
- Jobs located here
- 11,233
- Daytime population
- 34,076Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Wise 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 Wise 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
- Norton city, VA3,577 people
- Scott County, VA21,479 people
- Dickenson County, VA13,733 people
- Russell County, VA25,538 people
- Lee County, VA21,900 people
- Bristol city, VA16,849 people
- Buchanan County, VA19,415 people
- Washington County, VA53,926 people
Questions
How fast is Wise County, VA growing?
Population estimates put Wise County at 34,824 people in 2025, down 3.5% since 2020, against +3.1% for the U.S. It has 13,905 households. Against the 2015–2019 survey, median household income rose 36.1%, before inflation.
How much do households in Wise County, VA spend?
Households in Wise County spend about $178.2M a year on rent and homeowner costs, $73.3M on groceries and $40.9M on gasoline and other fuels. Relative to the U.S., household spending in Wise County runs highest on vehicle insurance (an index of 130, where 100 is the U.S. average) and lowest on memberships, classes and admissions (47).
Which business types have the highest market scores in Wise County, VA?
Of the business types scored in Wise County, insurance agencies (70), dentists and orthodontists (60) and real estate businesses (59) have the highest Groundwork market scores. For insurance agencies, that ranks #451 of 2,272 scored counties.
How does Wise County, VA compare with the U.S.?
Median household income in Wise County is $52,943, 34% below the U.S. median of $80,734. The population fell 3.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $118,600, against $332,700 for the U.S. Against the U.S., map listings per household run highest for gas stations (3.1 times the U.S. rate) and lowest for real estate agents and brokers (74% 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. 36 of the 56 business types have a score in Wise 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 Wise 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 Wise 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 Wise 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.