County profile · Massachusetts
Franklin County, MA market data
Population, household spending and competition for 56 business types in Franklin County, each scored against other counties.
- Population, 2025
- 70,698
- −0.3% since 2020
- Households
- 31,570
- Median household income
- $74,907
- +22.9% vs. 2015–2019, before inflation
- Median home value
- $329,000
- Jobs located here
- 25,416
- Highest market score
- 82
- Clothing and shoe stores, #115 of 2,087 scored counties
A site report maps the competitors on map listings around any address in Franklin County by name and distance, and the households and spending within reach. Or open the report at the center of Franklin 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 70,698 people live in Franklin County, in 31,570 households. Population estimates put the population change in Franklin County from 2020 to 2025 at −0.3%, against +3.1% for the U.S. The median household income in Franklin County is $74,907 a year, 7% below the U.S. median of $80,734. That rose 22.9% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Franklin County spend the most on clothing, shoes and related services (an index of 105, where 100 is the U.S. average) and the least on pets (67).
The highest Groundwork market scores in Franklin County are for clothing and shoe stores (82); clothing, shoe and laundry businesses (78); and real estate agents and brokers (77). Franklin County ranks #115 of 2,087 scored counties for clothing and shoe stores.
Franklin County is part of the Greenfield area. For its number of households, Franklin County has the most map listings, relative to the U.S., for landscaping and lawn care companies (2.4 times the U.S. rate) and the fewest for insurance agencies (76% below the U.S. rate).
All 56 business types in Franklin County
Highest Groundwork market score first. Each score compares Franklin 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 |
|---|---|---|---|---|---|---|---|
| Clothing and shoe stores | 82 | #115 of 2,087 | 14 | 4.4 | $4.9M | 382 | 6 |
| Clothing, shoes and laundry | 78 | #165 of 2,210 | 27 | 8.6 | $2.5M | 286 | 10 |
| Real estate agents and brokers | 77 | #63 of 2,176 | 39 | 12.4 | Index only | 258 | 7 |
| Real estate | 77 | #71 of 2,229 | 44 | 13.9 | Index only | 288 | 13 |
| Fast food and sandwich shops | 77 | #175 of 2,222 | 17 | 5.4 | $7M | 230 | 34 |
| Primary care and pediatrics | 70 | #258 of 1,656 | 12 | 3.8 | $3M | 170 | 8 |
| Nail salons | 69 | #159 of 1,328 | 6 | 1.9 | $5.1M | 302 | Under 3 |
| Gyms | 69 | #243 of 1,792 | 16 | 5.1 | $1.6M | 127 | 6 |
| Home repair trades | 68 | #263 of 2,057 | 27 | 8.6 | $3.5M | 144 | 46 |
| HVAC and plumbing | 67 | #276 of 1,707 | 15 | 4.8 | $6.3M | 133 | 24 |
| Spas and skin care | 66 | #334 of 1,769 | 23 | 7.3 | $1.3M | 150 | 3 |
| Insurance agencies | 66 | #576 of 2,272 | 12 | 3.8 | $4.1M | 329 | 14 |
| Hair salons | 65 | #443 of 2,339 | 50 | 15.8 | $606K | 141 | 13 |
| Physical therapy | 64 | #341 of 1,422 | 12 | 3.8 | $3M | 126 | 4 |
| Salons, barbers and spas | 64 | #495 of 2,385 | 93 | 29.5 | $326K | 153 | 18 |
| Optometrists and eye care | 63 | #333 of 1,302 | 6 | 1.9 | $6.1M | 193 | Under 3 |
| Barbershops | 63 | #382 of 1,356 | 10 | 3.2 | $3M | 161 | Under 3 |
| Pizza | 62 | #591 of 2,090 | 26 | 8.2 | $4.6M | 90 | 34 |
| House cleaning | 61 | #217 of 847 | 5 | 1.6 | $7.8M | 121 | 6 |
| Chiropractors | 59 | #484 of 1,490 | 13 | 4.1 | $2.8M | 117 | 5 |
| Electricians | 55 | #468 of 1,160 | 8 | 2.5 | $11.8M | 99 | 22 |
| Child care and preschools | 54 | #722 of 1,611 | 19 | 6.0 | $868K | 87 | 15 |
| Dentists and orthodontists | 54 | #782 of 1,886 | 25 | 7.9 | $1.5M | 148 | 20 |
| Doctors, dentists and clinics | 54 | #1,011 of 2,394 | 172 | 54.5 | $211K | 138 | 37 |
| Tire shops | 53 | #695 of 1,530 | 10 | 3.2 | $2.7M | 108 | 4 |
| Car washes and detailing | 52 | #681 of 1,451 | 11 | 3.5 | $2.4M | 97 | 3 |
| Sit-down restaurants | 51 | #1,115 of 2,405 | 128 | 40.5 | $932K | 140 | 73 |
| Restaurants and cafes | 51 | #1,140 of 2,405 | 297 | 94.1 | $402K | 108 | 127 |
| Convenience stores | 50 | #1,122 of 2,261 | 33 | 10.5 | $6.3M | 80 | 14 |
| Gas stations | 49 | #1,200 of 2,358 | 25 | 7.9 | $2.5M | 106 | 32 |
| Collision repair and body shops | 46 | #748 of 1,327 | 8 | 2.5 | $3.4M | 109 | 8 |
| Grocery and convenience stores | 45 | #1,390 of 2,402 | 77 | 24.4 | $2.7M | 79 | 33 |
| Funeral homes | 44 | #867 of 1,472 | 12 | 3.8 | $417K | 61 | 7 |
| Grocery stores | 41 | #1,328 of 2,070 | 30 | 9.5 | $6.9M | 74 | 19 |
| Gyms, studios and classes | 40 | #1,491 of 2,088 | 50 | 15.8 | $527K | 80 | 14 |
| Auto repair shops | 40 | #1,640 of 2,378 | 57 | 18.1 | $472K | 106 | 36 |
| Auto repair and car care | 40 | #1,653 of 2,401 | 103 | 32.6 | $261K | 97 | 45 |
| Coffee shops and cafes | 39 | #1,431 of 2,063 | 36 | 11.4 | $3.3M | 89 | 20 |
| Yoga, Pilates and fitness studios | 38 | #597 of 777 | 13 | 4.1 | $2M | 50 | 6 |
| Martial arts and dance studios | 32 | #1,114 of 1,334 | 21 | 6.7 | $1.3M | 62 | 8 |
| Laundromats | 30 | #618 of 785 | 9 | 2.9 | $7.6M | 60 | 4 |
| Pet grooming and boarding | 30 | #1,190 of 1,461 | 14 | 4.4 | $1.4M | 54 | 6 |
| Bakeries and dessert shops | 28 | #1,677 of 1,889 | 39 | 12.4 | $3.1M | 74 | 27 |
| Pet businesses | 22 | #2,070 of 2,200 | 36 | 11.4 | $536K | 61 | 20 |
| Lawn, cleaning and pest control | 21 | #1,727 of 1,771 | 44 | 13.9 | $881K | 52 | 54 |
| Landscaping and lawn care | 16 | #1,472 of 1,493 | 36 | 11.4 | $1.1M | 37 | 48 |
| Veterinarians | 14 | #1,443 of 1,485 | 16 | 5.1 | $1.2M | 44 | 14 |
| Roofing and gutters | Not scored | Not scored | 4 | 1.3 | $23.7M | 280 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 1.0 | Index only | 469 | Under 3 |
| Pest control | Not scored | Not scored | 3 | 1.0 | $12.9M | 126 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 1.0 | $6.4M | 142 | Under 3 |
| Property management | Not scored | Not scored | 2 | 0.6 | Index only | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.3 | $68M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.3 | $26.9M | Too few | Under 3 |
| Home inspectors | 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 |
Household spending in Franklin 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 | $26.9M | $853 | 89 |
| Gasoline and other fuels | $62.9M | $1,994 | 77 |
| Food away from home | $119.3M | $3,778 | 93 |
| Groceries | $207.3M | $6,566 | 104 |
| Personal care products and services | $30.3M | $960 | 96 |
| Child care and other personal services | $16.5M | $522 | 90 |
| Memberships, classes and admissions | $26.3M | $835 | 85 |
| Medical and dental services | $36.3M | $1,150 | 89 |
| Pets | $19.3M | $611 | 67 |
| Clothing, shoes and related services | $68M | $2,154 | 105 |
| Vehicle insurance | $49.6M | $1,570 | 80 |
| Home repairs, maintenance and insurance | $94.8M | $3,002 | 99 |
| Lawn care, cleaning and other household services | $38.8M | $1,228 | 87 |
| Rent and homeowner costs | $549.5M | $17,407 | 104 |
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 Franklin County
- Population, 2025 estimate
- 70,698−0.3% since 2020
- Households
- 31,570
- Median age
- 47.7
- Homes lived in by their owners
- 70%
- Vehicles per household
- 1.8
- Land area
- 699 sq. mi.
- People per square mile
- 101
- Median household income
- $74,907+22.9% vs. 2015–2019, before inflation
- Average household income
- $94,042
- Median home value
- $329,000
- Jobs located here
- 25,416
- Daytime population
- 59,931Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Franklin 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 Franklin County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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- Middlesex County, MA1,638,365 people
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- Essex County, MA813,054 people
Questions
How fast is Franklin County, MA growing?
Population estimates put Franklin County at 70,698 people in 2025, down 0.3% since 2020, against +3.1% for the U.S. It has 31,570 households. Against the 2015–2019 survey, median household income rose 22.9%, before inflation.
How much do households in Franklin County, MA spend?
Households in Franklin County spend about $549.5M a year on rent and homeowner costs, $207.3M on groceries and $119.3M on food away from home. Relative to the U.S., household spending in Franklin County runs highest on clothing, shoes and related services (an index of 105, where 100 is the U.S. average) and lowest on pets (67).
Which business types have the highest market scores in Franklin County, MA?
Of the business types scored in Franklin County, clothing and shoe stores (82); clothing, shoe and laundry businesses (78); and real estate agents and brokers (77) have the highest Groundwork market scores. For clothing and shoe stores, that ranks #115 of 2,087 scored counties.
How does Franklin County, MA compare with the U.S.?
Median household income in Franklin County is $74,907, 7% below the U.S. median of $80,734. The population fell 0.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $329,000, against $332,700 for the U.S. Against the U.S., map listings per household run highest for landscaping and lawn care companies (2.4 times the U.S. rate) and lowest for insurance agencies (76% 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. 47 of the 56 business types have a score in Franklin 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 Franklin 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 Massachusetts · Every U.S. market · How we measure
Screening a site or an acquisition in Franklin 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 Franklin 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.