Small-town market profile · Kentucky
Murray, KY area market data
How the Murray area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 39,421
- +4.9% since 2020
- Households
- 15,239
- Median household income
- $52,706
- +24.7% vs. 2015–2019, before inflation
- Median home value
- $183,200
- Jobs located here
- 15,172
- Highest market score
- 75
- Gas stations, #49 of 536 scored small-town markets
A site report maps the competitors on map listings around any address in the Murray area by name and distance, and the households and spending within reach. Or open the report at the center of the Murray area. 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
The Murray area has an estimated 39,421 people and 15,239 households. Between 2020 and 2025, the population of the Murray area grew 4.9%, faster than the U.S. (+3.1%). Median household income in the Murray area is $52,706, 35% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 24.7%, before inflation.
Relative to the U.S., household spending in the Murray area runs highest on vehicle insurance (an index of 122, where 100 is the U.S. average) and lowest on memberships, classes and admissions (54).
Of the business types scored in the Murray area, gas stations (75), convenience stores (71) and grocery and convenience stores (67) have the highest Groundwork market scores. For gas stations, that ranks #49 of 536 scored small-town markets.
The Murray area is made up of one county, Calloway County. Against the U.S., map listings per household run highest for landscaping and lawn care companies (92% above the U.S. rate) and lowest for home repair companies (36% below the U.S. rate).
All 56 business types in the Murray area
Highest Groundwork market score first. Each score compares the Murray area with other small-town markets 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 small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Gas stations | 75 | #49 of 536 | 13 | 8.5 | $3.2M | 136 | 17 |
| Convenience stores | 71 | #78 of 529 | 9 | 5.9 | $9.2M | 116 | Under 3 |
| Grocery and convenience stores | 67 | #108 of 538 | 25 | 16.4 | $3.3M | 97 | Under 3 |
| Home repair trades | 63 | #112 of 526 | 12 | 7.9 | $3.1M | 128 | 24 |
| Grocery stores | 63 | #123 of 506 | 8 | 5.2 | $10.3M | 111 | Under 3 |
| Primary care and pediatrics | 62 | #135 of 458 | 7 | 4.6 | $2.1M | 117 | 11 |
| Bakeries and dessert shops | 56 | #192 of 507 | 11 | 7.2 | $4.3M | 104 | 6 |
| Coffee shops and cafes | 52 | #250 of 529 | 14 | 9.2 | $3.4M | 92 | 6 |
| Nail salons | 50 | #208 of 387 | 6 | 3.9 | $1.9M | 115 | Under 3 |
| Insurance agencies | 48 | #287 of 537 | 33 | 21.7 | $1.1M | 88 | 18 |
| Funeral homes | 47 | #192 of 365 | 6 | 3.9 | $321K | 47 | 3 |
| Restaurants and cafes | 47 | #290 of 538 | 134 | 87.9 | $355K | 96 | 67 |
| Gyms, studios and classes | 47 | #320 of 535 | 17 | 11.2 | $472K | 71 | 3 |
| Hair salons | 45 | #328 of 538 | 32 | 21.0 | $359K | 84 | 5 |
| Salons, barbers and spas | 45 | #335 of 538 | 55 | 36.1 | $209K | 98 | 9 |
| Child care and preschools | 44 | #282 of 454 | 8 | 5.2 | $629K | 63 | 9 |
| Pizza | 44 | #314 of 520 | 12 | 7.9 | $4M | 78 | 32 |
| Sit-down restaurants | 44 | #332 of 538 | 78 | 51.2 | $609K | 92 | 27 |
| Car washes and detailing | 43 | #282 of 441 | 7 | 4.6 | $1.8M | 72 | 3 |
| Lawn, cleaning and pest control | 43 | #296 of 481 | 18 | 11.8 | $1.1M | 64 | 21 |
| Landscaping and lawn care | 41 | #267 of 399 | 14 | 9.2 | $1.4M | 47 | 14 |
| Optometrists and eye care | 41 | #278 of 400 | 7 | 4.6 | $2.1M | 67 | 3 |
| Spas and skin care | 41 | #357 of 504 | 13 | 8.5 | $884K | 101 | 3 |
| Roofing and gutters | 40 | #195 of 288 | 5 | 3.3 | $7.4M | 88 | 9 |
| Pet grooming and boarding | 40 | #271 of 387 | 10 | 6.6 | $1.1M | 44 | 3 |
| Physical therapy | 40 | #278 of 400 | 9 | 5.9 | $1.6M | 67 | 5 |
| Pet stores | 39 | #165 of 220 | 6 | 3.9 | $1.9M | 41 | Under 3 |
| Veterinarians | 39 | #279 of 398 | 8 | 5.2 | $1.4M | 51 | 5 |
| Doctors, dentists and clinics | 39 | #378 of 538 | 103 | 67.6 | $142K | 93 | 40 |
| Fast food and sandwich shops | 37 | #389 of 537 | 22 | 14.4 | $2.2M | 71 | 32 |
| Gyms | 34 | #419 of 506 | 11 | 7.2 | $730K | 56 | Under 3 |
| Pet businesses | 34 | #440 of 527 | 28 | 18.4 | $397K | 45 | 8 |
| Chiropractors | 33 | #354 of 426 | 10 | 6.6 | $1.5M | 61 | 6 |
| Dentists and orthodontists | 33 | #425 of 526 | 17 | 11.2 | $858K | 87 | 12 |
| Real estate agents and brokers | 33 | #477 of 533 | 36 | 23.6 | Index only | 103 | 18 |
| Mortgage brokers and lenders | 32 | #150 of 177 | 10 | 6.6 | Index only | 52 | 3 |
| Tire shops | 32 | #349 of 431 | 11 | 7.2 | $1.2M | 46 | 4 |
| Clothing, shoes and laundry | 32 | #429 of 536 | 37 | 24.3 | $660K | 75 | 18 |
| Real estate | 32 | #491 of 536 | 51 | 33.5 | Index only | 92 | 27 |
| Auto repair shops | 30 | #464 of 538 | 49 | 32.2 | $261K | 59 | 20 |
| Clothing and shoe stores | 29 | #453 of 536 | 33 | 21.7 | $740K | 58 | 18 |
| Auto repair and car care | 27 | #475 of 538 | 83 | 54.5 | $154K | 57 | 29 |
| Collision repair and body shops | 26 | #349 of 387 | 9 | 5.9 | $1.4M | 46 | 7 |
| HVAC and plumbing | Not scored | Not scored | 4 | 2.6 | $9.3M | 196 | 10 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 2.6 | $2M | 100 | 3 |
| Property management | Not scored | Not scored | 4 | 2.6 | Index only | 91 | 4 |
| Barbershops | Not scored | Not scored | 3 | 2.0 | $3.8M | 203 | Under 3 |
| Electricians | Not scored | Not scored | 3 | 2.0 | $12.4M | 103 | 5 |
| House cleaning | Not scored | Not scored | 2 | 1.3 | $9.6M | Too few | 4 |
| Laundromats | Not scored | Not scored | 2 | 1.3 | $12.2M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 1.3 | $9.6M | Too few | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.3 | $4M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.7 | $24.4M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.7 | Index only | Too few | Under 3 |
| Oil change and quick lube | 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 | 3 |
Household spending in the Murray area
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 | $12.8M | $839 | 88 |
| Gasoline and other fuels | $42.2M | $2,771 | 107 |
| Food away from home | $47.5M | $3,119 | 77 |
| Groceries | $82.4M | $5,404 | 86 |
| Personal care products and services | $11.5M | $755 | 75 |
| Child care and other personal services | $5M | $330 | 57 |
| Memberships, classes and admissions | $8M | $527 | 54 |
| Medical and dental services | $14.6M | $957 | 74 |
| Pets | $11.1M | $730 | 80 |
| Clothing, shoes and related services | $24.4M | $1,602 | 78 |
| Vehicle insurance | $36.3M | $2,381 | 122 |
| Home repairs, maintenance and insurance | $37.2M | $2,443 | 81 |
| Lawn care, cleaning and other household services | $19.3M | $1,266 | 90 |
| Rent and homeowner costs | $202.2M | $13,265 | 80 |
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 the Murray area
- Population, 2025 estimate
- 39,421+4.9% since 2020
- Households
- 15,239
- Median age
- 37.8
- Homes lived in by their owners
- 64%
- Vehicles per household
- 1.8
- Land area
- 385 sq. mi.
- People per square mile
- 99
- Median household income
- $52,706+24.7% vs. 2015–2019, before inflation
- Average household income
- $72,292
- Median home value
- $183,200
- Jobs located here
- 15,172
- Daytime population
- 39,043Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Murray area?
These figures cover the whole small-town market. 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 the Murray area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Counties in the Murray area 1
- Calloway County, KY38,224 people
Other markets based in Kentucky 12
- Louisville/Jefferson County, KY-IN metro area1,372,558 people
- Lexington-Fayette, KY metro area522,560 people
- Bowling Green, KY metro area186,959 people
- Elizabethtown, KY metro area127,049 people
- Owensboro, KY metro area112,762 people
- Paducah, KY-IL metro area102,748 people
- Corbin, KY area149,689 people
- Richmond-Berea, KY area125,967 people
- Pikeville, KY area91,951 people
- Frankfort, KY area76,195 people
- Somerset, KY area65,897 people
- Henderson, KY area57,122 people
Questions
How fast is the Murray, KY area growing?
Population estimates put the Murray area at 39,421 people in 2025, up 4.9% since 2020, faster than the U.S. (+3.1%). It has 15,239 households. Median household income rose 24.7% from the 2015–2019 survey, before inflation.
How much do households in the Murray, KY area spend?
Households in the Murray area spend about $202.2M a year on rent and homeowner costs, $82.4M on groceries and $47.5M on food away from home. Set against the U.S., households in the Murray area spend the most on vehicle insurance (an index of 122, where 100 is the U.S. average) and the least on memberships, classes and admissions (54).
Which business types have the highest market scores in the Murray, KY area?
The highest Groundwork market scores in the Murray area are for gas stations (75), convenience stores (71) and grocery and convenience stores (67). The Murray area ranks #49 of 536 scored small-town markets for gas stations.
How does the Murray, KY area compare with the U.S.?
The median household income in the Murray area is $52,706 a year, 35% below the U.S. median of $80,734. The population rose 4.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $183,200, against $332,700 for the U.S. For its number of households, the Murray area has the most map listings, relative to the U.S., for landscaping and lawn care companies (92% above the U.S. rate) and the fewest for home repair companies (36% 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. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. 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. 43 of the 56 business types have a score in the Murray area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Murray area. 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 Kentucky · Every U.S. market · How we measure
Screening a site or an acquisition in the Murray area?
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 the Murray area. 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.