- Mr. and Mrs. Heywood – A prosperous gentleman farmer and his wife who open their home to Mr. and Mrs. Thomas Parker, whose carriage overturns nearby. It was written that the Heywoods would have been even more prosperous if they had not had 14 children. They do not care to travel, but have no objection to their children doing so if they have the opportunity.
- Charlotte Heywood – The eldest of the Heywood daughters still at home. A nice, pretty girl who appears to be the heroine of the novel. Much of the story is told from her perspective. She is invited to experience the seaside at Sanditon with Mr. and Mrs. Parker.
- Mr. Thomas Parker – The eldest of the three Parker brothers. Middle-aged; fanatical over the health benefits of sea air and water. He and Lady Denham are invested in promoting Sanditon as a smaller Brighton.
- Mrs. Thomas Parker (Mary) – Thomas' wife and mother of their four children, Little Mary and three boys.
- Sidney Parker – The second Parker brother, who is 27-28 years old. Good-looking, well bred, "air of ease and fashion and a lively countenance". Most sources contend he was to be the hero and marry Charlotte; however, he is barely mentioned before Austen stopped writing and it is not known what other characters she might have had in mind. He and his three other siblings, Arthur, Susan, and Diana come to Sanditon for a visit.
- Miss Susan Parker – The older of the two spinster Parker sisters. A hypochondriac.
- Miss Diana Parker – 34 years old. A hypochondriac when not busy being a nosy, self-satisfied, officious pest.
- Arthur Parker – The youngest Parker brother. 21 years old. An overweight hypochondriac. "Poor health" is his excuse to eat what he wants and sit lazily by the fire. Lives with his spinster sisters.
- Lady Denham, née Brereton – 70 years old; twice widowed. She lives in Sanditon Hall, the largest house in the area and home of her first husband. She was born wealthy but was not well educated. She inherited more money from her first husband, Mr. Hollis. Her title came from her poor, second husband Sir Harry Denham. Many family members, her own and her late husbands', wish to inherit from her.
- Sir Edward Denham – He inherits Sir Harry's title but not the money. He is insincere, with loose morals. He would like to seduce Clara Brereton because she is "young, lovely, and dependent" and a rival for Lady Denham's fortune.
- Miss Esther Denham – The sister of Sir Edward.
- Miss Clara Brereton – The poor distant cousin of Lady Denham who has been living with her for about a year. She is a "lovely and interesting young woman... Elegantly tall, regularly handsome, with great delicacy of complexion and soft blue eyes, (with) a sweetly modest and yet naturally graceful address."
- Mrs. Whitby – She runs the library/general store in Sanditon.
- Miss Whitby – Helps with her mother's business.
- Young Whitby – Helps with his mother's business.
- Mr. and Mrs. Hillier – Mentioned as people now living in the Parker's previous family home since Mr. Thomas Parker built a modern new home named "Trafalgar".
- Mrs. Griffiths – Seems to be a professional chaperone who is paid to look after girls and introduce them around.
- Miss Beaufort – One of Mrs. Griffiths' charges, who plays the harp. Interested in fashion, and looking for a rich husband.
- Miss Letitia Beaufort – Younger sister to Miss Beaufort. She sketches. Also interested in fashion and looking for a rich husband.
- Miss Lambe – One of Mrs. Griffiths' charges. A 17-year-old "half-mulatto" heiress, the daughter of Mr. Lambe and an enslaved mulatto woman, from the West Indies; she is in poor health. Lady Denham wishes her relatively poor nephew Sir Edward to marry the girl solely for her fortune.
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