County profile · West Virginia
Morgan County, WV market data
How Morgan County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 18,027
- +5.5% since 2020
- Households
- 7,342
- Median household income
- $72,179
- +39.5% vs. 2015–2019, before inflation
- Median home value
- $240,600
- Jobs located here
- 3,253
- Highest market score
- 92
- Insurance agencies, #36 of 2,272 scored counties
A site report maps the competitors on map listings around any address in Morgan County by name and distance, and the households and spending within reach. Or open the report at the center of Morgan 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
Morgan County has an estimated 18,027 people and 7,342 households. Between 2020 and 2025, the population of Morgan County grew 5.5%, faster than the U.S. (+3.1%). Median household income in Morgan County is $72,179, 11% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 39.5%, before inflation.
Relative to the U.S., household spending in Morgan County runs highest on vehicle insurance (an index of 149, where 100 is the U.S. average) and lowest on memberships, classes and admissions (62).
Of the business types scored in Morgan County, insurance agencies (92), auto repair and car care businesses (78) and auto repair shops (77) have the highest Groundwork market scores. For insurance agencies, that ranks #36 of 2,272 scored counties.
Morgan County is part of the Hagerstown-Martinsburg metro area. Against the U.S., map listings per household run highest for pet businesses (44% above the U.S. rate) and lowest for sit-down restaurants (58% below the U.S. rate).
All 56 business types in Morgan County
Highest Groundwork market score first. Each score compares Morgan 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 | 92 | #36 of 2,272 | 7 | 9.5 | $3M | 243 | 3 |
| Auto repair and car care | 78 | #159 of 2,401 | 18 | 24.5 | $422K | 157 | 9 |
| Auto repair shops | 77 | #174 of 2,378 | 13 | 17.7 | $584K | 131 | 5 |
| Sit-down restaurants | 75 | #232 of 2,405 | 19 | 25.9 | $1.3M | 203 | 11 |
| Real estate | 73 | #149 of 2,229 | 13 | 17.7 | Index only | 187 | 3 |
| Restaurants and cafes | 73 | #324 of 2,405 | 57 | 77.6 | $450K | 121 | 18 |
| Hair salons | 72 | #233 of 2,339 | 9 | 12.3 | $685K | 159 | Under 3 |
| Fast food and sandwich shops | 72 | #319 of 2,222 | 8 | 10.9 | $3.2M | 105 | 6 |
| Grocery and convenience stores | 70 | #441 of 2,402 | 12 | 16.3 | $3.6M | 105 | 4 |
| Dentists and orthodontists | 68 | #320 of 1,886 | 5 | 6.8 | $1.5M | 156 | 3 |
| Convenience stores | 67 | #528 of 2,261 | 6 | 8.2 | $7.1M | 90 | Under 3 |
| Real estate agents and brokers | 66 | #334 of 2,176 | 11 | 15.0 | Index only | 176 | Under 3 |
| Doctors, dentists and clinics | 65 | #549 of 2,394 | 32 | 43.6 | $239K | 157 | 8 |
| Salons, barbers and spas | 60 | #650 of 2,385 | 22 | 30.0 | $280K | 132 | Under 3 |
| Pet businesses | 48 | #1,219 of 2,200 | 11 | 15.0 | $544K | 62 | Under 3 |
| Coffee shops and cafes | 47 | #1,144 of 2,063 | 8 | 10.9 | $3.2M | 87 | Under 3 |
| Spas and skin care | 43 | #1,138 of 1,769 | 7 | 9.5 | $881K | 101 | Under 3 |
| Bakeries and dessert shops | 41 | #1,270 of 1,889 | 8 | 10.9 | $3.2M | 77 | Under 3 |
| Gas stations | Not scored | Not scored | 4 | 5.4 | $6.2M | 260 | 5 |
| Primary care and pediatrics | Not scored | Not scored | 4 | 5.4 | $1.9M | 107 | 5 |
| Barbershops | Not scored | Not scored | 3 | 4.1 | $2.1M | 109 | Under 3 |
| Clothing, shoes and laundry | Not scored | Not scored | 3 | 4.1 | $4.2M | 480 | Under 3 |
| Grocery stores | Not scored | Not scored | 3 | 4.1 | $14.2M | 153 | Under 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 3 | 4.1 | $3.4M | 200 | Under 3 |
| Pizza | Not scored | Not scored | 3 | 4.1 | $8.5M | 168 | 6 |
| Veterinarians | Not scored | Not scored | 3 | 4.1 | $2M | 73 | Under 3 |
| Child care and preschools | Not scored | Not scored | 2 | 2.7 | $1.4M | Too few | 4 |
| Clothing and shoe stores | Not scored | Not scored | 2 | 2.7 | $6.3M | Too few | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 2.7 | $3.8M | Too few | Under 3 |
| Funeral homes | Not scored | Not scored | 2 | 2.7 | $620K | Too few | Under 3 |
| Gyms, studios and classes | Not scored | Not scored | 2 | 2.7 | $2.3M | Too few | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 2 | 2.7 | $5M | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 2 | 2.7 | $3.1M | Too few | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 2 | 2.7 | $3M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 2.7 | $3M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 2 | 2.7 | $3.8M | Too few | Under 3 |
| Tire shops | Not scored | Not scored | 2 | 2.7 | $3.8M | Too few | 3 |
| Car washes and detailing | Not scored | Not scored | 1 | 1.4 | $7.6M | Too few | Under 3 |
| Chiropractors | Not scored | Not scored | 1 | 1.4 | $7.7M | Too few | Under 3 |
| Gyms | Not scored | Not scored | 1 | 1.4 | $4.5M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 1.4 | Index only | Too few | Under 3 |
| Home repair trades | Not scored | Not scored | 1 | 1.4 | $19.7M | Too few | 3 |
| HVAC and plumbing | Not scored | Not scored | 1 | 1.4 | $19.7M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 1.4 | $12.7M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 1 | 1.4 | $4.5M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 1.4 | $10.1M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 1.4 | Index only | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Electricians | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 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 |
| Optometrists and eye care | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 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 Morgan 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 | $7.6M | $1,034 | 108 |
| Gasoline and other fuels | $24.8M | $3,381 | 130 |
| Food away from home | $25.6M | $3,493 | 86 |
| Groceries | $42.7M | $5,821 | 92 |
| Personal care products and services | $6.2M | $840 | 84 |
| Child care and other personal services | $2.8M | $376 | 65 |
| Memberships, classes and admissions | $4.5M | $614 | 62 |
| Medical and dental services | $7.7M | $1,042 | 81 |
| Pets | $6M | $816 | 90 |
| Clothing, shoes and related services | $12.7M | $1,727 | 84 |
| Vehicle insurance | $21.3M | $2,906 | 149 |
| Home repairs, maintenance and insurance | $19.7M | $2,681 | 89 |
| Lawn care, cleaning and other household services | $10.1M | $1,375 | 97 |
| Rent and homeowner costs | $105.3M | $14,345 | 86 |
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 Morgan County
- Population, 2025 estimate
- 18,027+5.5% since 2020
- Households
- 7,342
- Median age
- 49.1
- Homes lived in by their owners
- 84%
- Vehicles per household
- 2.2
- Land area
- 229 sq. mi.
- People per square mile
- 76
- Median household income
- $72,179+39.5% vs. 2015–2019, before inflation
- Average household income
- $81,830
- Median home value
- $240,600
- Jobs located here
- 3,253
- Daytime population
- 12,615Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Morgan 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 Morgan 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 West Virginia 8
- Berkeley County, WV129,514 people
- Hampshire County, WV23,465 people
- Jefferson County, WV59,260 people
- Mineral County, WV26,854 people
- Hardy County, WV14,243 people
- Grant County, WV10,983 people
- Preston County, WV34,160 people
- Tucker County, WV6,654 people
Questions
How fast is Morgan County, WV growing?
Population estimates put Morgan County at 18,027 people in 2025, up 5.5% since 2020, faster than the U.S. (+3.1%). It has 7,342 households. Median household income rose 39.5% from the 2015–2019 survey, before inflation.
How much do households in Morgan County, WV spend?
Households in Morgan County spend about $105.3M a year on rent and homeowner costs, $42.7M on groceries and $25.6M on food away from home. Set against the U.S., households in Morgan 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 (62).
Which business types have the highest market scores in Morgan County, WV?
The highest Groundwork market scores in Morgan County are for insurance agencies (92), auto repair and car care businesses (78) and auto repair shops (77). Morgan County ranks #36 of 2,272 scored counties for insurance agencies.
How does Morgan County, WV compare with the U.S.?
The median household income in Morgan County is $72,179 a year, 11% below the U.S. median of $80,734. The population rose 5.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $240,600, against $332,700 for the U.S. For its number of households, Morgan County has the most map listings, relative to the U.S., for pet businesses (44% above the U.S. rate) and the fewest for sit-down restaurants (58% 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. 18 of the 56 business types have a score in Morgan 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 Morgan 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.
All markets in West Virginia · Every U.S. market · How we measure
Screening a site or an acquisition in Morgan 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 Morgan 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.