County profile · Georgia
DeKalb County, GA market data
Population, household spending and competition for 56 business types in DeKalb County, each scored against other counties.
- Population, 2025
- 774,394
- +1.3% since 2020
- Households
- 287,239
- Median household income
- $80,644
- +29.2% vs. 2015–2019, before inflation
- Median home value
- $357,800
- Jobs located here
- 346,946
- Highest market score
- 83
- HVAC and plumbing, #39 of 1,707 scored counties
A site report maps the competitors on map listings around any address in DeKalb County by name and distance, and the households and spending within reach. Or open the report at the center of DeKalb 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 774,394 people live in DeKalb County, in 287,239 households. Population estimates show DeKalb County grew 1.3% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in DeKalb County is $80,644 a year, in line with the U.S. median of $80,734. That rose 29.2% from the 2015–2019 survey, before inflation.
Set against the U.S., households in DeKalb County spend the most on lawn care, cleaning and other household services (an index of 114, where 100 is the U.S. average) and the least on vehicle maintenance and repairs (86).
The highest Groundwork market scores in DeKalb County are for HVAC and plumbing companies (83), home repair companies (81) and electricians (81). DeKalb County ranks #39 of 1,707 scored counties for HVAC and plumbing companies.
DeKalb County is part of the Atlanta-Sandy Springs-Roswell metro area. For its number of households, DeKalb County has the most map listings, relative to the U.S., for tire shops (50% above the U.S. rate) and the fewest for funeral homes (52% below the U.S. rate).
All 56 business types in DeKalb County
Highest Groundwork market score first. Each score compares DeKalb 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 |
|---|---|---|---|---|---|---|---|
| HVAC and plumbing | 83 | #39 of 1,707 | 112 | 3.9 | $8.1M | 170 | 122 |
| Home repair trades | 81 | #34 of 2,057 | 229 | 8.0 | $4M | 163 | 247 |
| Electricians | 81 | #43 of 1,160 | 48 | 1.7 | $18.9M | 157 | 93 |
| Landscaping and lawn care | 79 | #89 of 1,493 | 114 | 4.0 | $4.1M | 139 | 145 |
| Roofing and gutters | 77 | #70 of 1,177 | 69 | 2.4 | $13.1M | 155 | 32 |
| Pet stores | 76 | #86 of 974 | 40 | 1.4 | $7.1M | 158 | 18 |
| Veterinarians | 76 | #145 of 1,485 | 82 | 2.9 | $3.5M | 128 | 64 |
| Pet grooming and boarding | 75 | #115 of 1,461 | 69 | 2.4 | $4.1M | 163 | 52 |
| Pet businesses | 75 | #154 of 2,200 | 209 | 7.3 | $1.4M | 156 | 134 |
| Lawn, cleaning and pest control | 73 | #174 of 1,771 | 218 | 7.6 | $2.1M | 127 | 308 |
| House cleaning | 68 | #123 of 847 | 62 | 2.2 | $7.5M | 117 | 132 |
| Funeral homes | 68 | #273 of 1,472 | 29 | 1.0 | $1.2M | 174 | 13 |
| Pest control | 66 | #145 of 699 | 42 | 1.5 | $11M | 108 | 31 |
| Convenience stores | 63 | #638 of 2,261 | 168 | 5.8 | $10.8M | 137 | 149 |
| Oil change and quick lube | 61 | #139 of 479 | 5 | 0.2 | $47.1M | 343 | 18 |
| Pizza | 61 | #602 of 2,090 | 168 | 5.8 | $7.1M | 139 | 692 |
| Optometrists and eye care | 59 | #439 of 1,302 | 100 | 3.5 | $3.5M | 111 | 44 |
| Coffee shops and cafes | 58 | #691 of 2,063 | 266 | 9.3 | $4.5M | 121 | 171 |
| Grocery and convenience stores | 58 | #857 of 2,402 | 477 | 16.6 | $3.8M | 112 | 307 |
| Mortgage brokers and lenders | 56 | #310 of 887 | 79 | 2.8 | Index only | 151 | 54 |
| Gas stations | 53 | #1,024 of 2,358 | 319 | 11.1 | $2.3M | 96 | 274 |
| Gyms | 52 | #833 of 1,792 | 209 | 7.3 | $1.2M | 94 | 98 |
| Home inspectors | 51 | #191 of 415 | 19 | 0.7 | Index only | 93 | 18 |
| Child care and preschools | 51 | #796 of 1,611 | 179 | 6.2 | $892K | 89 | 198 |
| Bakeries and dessert shops | 51 | #899 of 1,889 | 280 | 9.7 | $4.2M | 102 | 190 |
| Grocery stores | 51 | #981 of 2,070 | 208 | 7.2 | $8.7M | 94 | 158 |
| Fast food and sandwich shops | 51 | #1,096 of 2,222 | 378 | 13.2 | $3.1M | 103 | 692 |
| Collision repair and body shops | 50 | #654 of 1,327 | 74 | 2.6 | $3.2M | 103 | 60 |
| Martial arts and dance studios | 49 | #702 of 1,334 | 134 | 4.7 | $1.9M | 94 | 83 |
| Car washes and detailing | 48 | #772 of 1,451 | 96 | 3.3 | $2.5M | 97 | 41 |
| Laundromats | 47 | #412 of 785 | 47 | 1.6 | $12.7M | 101 | 33 |
| Yoga, Pilates and fitness studios | 47 | #441 of 777 | 63 | 2.2 | $4M | 100 | 98 |
| Gyms, studios and classes | 47 | #1,208 of 2,088 | 406 | 14.1 | $628K | 95 | 181 |
| Insurance agencies | 46 | #1,247 of 2,272 | 449 | 15.6 | $1.4M | 110 | 288 |
| Barbershops | 44 | #865 of 1,356 | 219 | 7.6 | $1.3M | 68 | 16 |
| Nail salons | 44 | #872 of 1,328 | 202 | 7.0 | $1.4M | 83 | 58 |
| Clothing and shoe stores | 42 | #1,337 of 2,087 | 531 | 18.5 | $1.1M | 88 | 268 |
| Restaurants and cafes | 42 | #1,543 of 2,405 | 3,425 | 119.2 | $347K | 94 | 1,466 |
| Property management | 41 | #600 of 910 | 84 | 2.9 | Index only | 100 | 214 |
| Physical therapy | 41 | #948 of 1,422 | 162 | 5.6 | $2.1M | 89 | 130 |
| Chiropractors | 41 | #989 of 1,490 | 177 | 6.2 | $2M | 82 | 99 |
| Auto repair shops | 41 | #1,609 of 2,378 | 620 | 21.6 | $380K | 85 | 226 |
| Auto repair and car care | 41 | #1,611 of 2,401 | 998 | 34.7 | $236K | 88 | 352 |
| Primary care and pediatrics | 39 | #1,181 of 1,656 | 230 | 8.0 | $1.5M | 85 | 494 |
| Sit-down restaurants | 39 | #1,699 of 2,405 | 2,137 | 74.4 | $556K | 84 | 588 |
| Clothing, shoes and laundry | 38 | #1,597 of 2,210 | 787 | 27.4 | $758K | 86 | 364 |
| Spas and skin care | 35 | #1,421 of 1,769 | 396 | 13.8 | $707K | 81 | 81 |
| Urgent care and walk-in clinics | 34 | #260 of 325 | 21 | 0.7 | $16.5M | 67 | 27 |
| Dentists and orthodontists | 34 | #1,512 of 1,886 | 364 | 12.7 | $954K | 97 | 288 |
| Real estate agents and brokers | 33 | #1,940 of 2,176 | 891 | 31.0 | Index only | 96 | 530 |
| Hair salons | 33 | #1,954 of 2,339 | 960 | 33.4 | $291K | 68 | 201 |
| Real estate | 33 | #1,975 of 2,229 | 1,073 | 37.4 | Index only | 100 | 923 |
| Tire shops | 31 | #1,228 of 1,530 | 165 | 5.7 | $1.4M | 57 | 49 |
| Doctors, dentists and clinics | 31 | #2,054 of 2,394 | 2,491 | 86.7 | $139K | 91 | 1,082 |
| Salons, barbers and spas | 31 | #2,113 of 2,385 | 1,853 | 64.5 | $151K | 71 | 362 |
| Dry cleaners | 27 | #455 of 507 | 54 | 1.9 | $11M | 70 | 63 |
Household spending in DeKalb 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 | $235.7M | $821 | 86 |
| Gasoline and other fuels | $730.9M | $2,545 | 98 |
| Food away from home | $1.2B | $4,137 | 102 |
| Groceries | $1.8B | $6,319 | 100 |
| Personal care products and services | $279.8M | $974 | 97 |
| Child care and other personal services | $159.7M | $556 | 96 |
| Memberships, classes and admissions | $255M | $888 | 90 |
| Medical and dental services | $347.3M | $1,209 | 94 |
| Pets | $285.7M | $995 | 109 |
| Clothing, shoes and related services | $596.5M | $2,077 | 101 |
| Vehicle insurance | $621.7M | $2,164 | 111 |
| Home repairs, maintenance and insurance | $906.3M | $3,155 | 105 |
| Lawn care, cleaning and other household services | $463M | $1,612 | 114 |
| Rent and homeowner costs | $4.7B | $16,206 | 97 |
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 DeKalb County
- Population, 2025 estimate
- 774,394+1.3% since 2020
- Households
- 287,239
- Median age
- 37.7
- Homes lived in by their owners
- 59%
- Vehicles per household
- 1.6
- Land area
- 268 sq. mi.
- People per square mile
- 2,860
- Median household income
- $80,644+29.2% vs. 2015–2019, before inflation
- Average household income
- $119,811
- Median home value
- $357,800
- Jobs located here
- 346,946
- Daytime population
- 767,907Residents who don’t work, plus everyone whose job is here
Looking at a specific site in DeKalb 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 DeKalb 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 Georgia 8
- Fulton County, GA1,076,561 people
- Gwinnett County, GA979,864 people
- Rockdale County, GA95,281 people
- Clayton County, GA298,924 people
- Cobb County, GA775,208 people
- Henry County, GA249,960 people
- Newton County, GA118,152 people
- Walton County, GA103,313 people
Questions
How fast is DeKalb County, GA growing?
Population estimates put DeKalb County at 774,394 people in 2025, up 1.3% since 2020, slower than the U.S. (+3.1%). It has 287,239 households. Against the 2015–2019 survey, median household income rose 29.2%, before inflation.
How much do households in DeKalb County, GA spend?
Households in DeKalb County spend about $4.7B a year on rent and homeowner costs, $1.8B on groceries and $1.2B on food away from home. Relative to the U.S., household spending in DeKalb County runs highest on lawn care, cleaning and other household services (an index of 114, where 100 is the U.S. average) and lowest on vehicle maintenance and repairs (86).
Which business types have the highest market scores in DeKalb County, GA?
Of the business types scored in DeKalb County, HVAC and plumbing companies (83), home repair companies (81) and electricians (81) have the highest Groundwork market scores. For HVAC and plumbing companies, that ranks #39 of 1,707 scored counties.
How does DeKalb County, GA compare with the U.S.?
Median household income in DeKalb County is $80,644, in line with the U.S. median of $80,734. The population rose 1.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $357,800, against $332,700 for the U.S. Against the U.S., map listings per household run highest for tire shops (50% above the U.S. rate) and lowest for funeral homes (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. All 56 business types have a score in DeKalb 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 DeKalb 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 DeKalb 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 DeKalb 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.