Small-town market profile · Massachusetts
Greenfield, MA area market data
Population, household spending and competition for 56 business types in the Greenfield area, each scored against other small-town markets.
- Population, 2025
- 70,698
- −0.3% since 2020
- Households
- 31,570
- Median household income
- $74,907
- Median home value
- $329,000
- Jobs located here
- 25,416
- Highest market score
- 85
- Clothing and shoe stores, #11 of 536 scored small-town markets
A site report maps the competitors on map listings around any address in the Greenfield area by name and distance, and the households and spending within reach. Or open the report at the center of the Greenfield 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
An estimated 70,698 people live in the Greenfield area, in 31,570 households. Between 2020 and 2025, the population of the Greenfield area declined 0.3%, against +3.1% for the U.S. The median household income in the Greenfield area is $74,907 a year, 7% below the U.S. median of $80,734.
Set against the U.S., households in the Greenfield area 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 the Greenfield area are for clothing and shoe stores (85), fast food and sandwich shops (83) and real estate businesses (81). The Greenfield area ranks #11 of 536 scored small-town markets for clothing and shoe stores.
The Greenfield area is made up of one county, Franklin County. For its number of households, the Greenfield area 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 the Greenfield area
Highest Groundwork market score first. Each score compares the Greenfield 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 |
|---|---|---|---|---|---|---|---|
| Clothing and shoe stores | 85 | #11 of 536 | 14 | 4.4 | $4.9M | 382 | 6 |
| Fast food and sandwich shops | 83 | #14 of 537 | 17 | 5.4 | $7M | 230 | 34 |
| Real estate | 81 | #5 of 536 | 44 | 13.9 | Index only | 288 | 13 |
| Clothing, shoes and laundry | 81 | #22 of 536 | 27 | 8.6 | $2.5M | 286 | 10 |
| Real estate agents and brokers | 80 | #9 of 533 | 39 | 12.4 | Index only | 258 | 7 |
| Nail salons | 77 | #19 of 387 | 6 | 1.9 | $5.1M | 302 | Under 3 |
| Primary care and pediatrics | 73 | #56 of 458 | 12 | 3.8 | $3M | 170 | 8 |
| Gyms | 72 | #37 of 506 | 16 | 5.1 | $1.6M | 127 | 6 |
| Home repair trades | 71 | #44 of 526 | 27 | 8.6 | $3.5M | 144 | 46 |
| HVAC and plumbing | 71 | #47 of 476 | 15 | 4.8 | $6.3M | 133 | 24 |
| Barbershops | 71 | #60 of 377 | 10 | 3.2 | $3M | 161 | Under 3 |
| Pizza | 71 | #68 of 520 | 26 | 8.2 | $4.6M | 90 | 34 |
| House cleaning | 69 | #23 of 142 | 5 | 1.6 | $7.8M | 121 | 6 |
| Spas and skin care | 69 | #71 of 504 | 23 | 7.3 | $1.3M | 150 | 3 |
| Salons, barbers and spas | 68 | #64 of 538 | 93 | 29.5 | $326K | 153 | 18 |
| Optometrists and eye care | 68 | #65 of 400 | 6 | 1.9 | $6.1M | 193 | Under 3 |
| Hair salons | 68 | #70 of 538 | 50 | 15.8 | $606K | 141 | 13 |
| Insurance agencies | 68 | #112 of 537 | 12 | 3.8 | $4.1M | 329 | 14 |
| Physical therapy | 67 | #76 of 400 | 12 | 3.8 | $3M | 126 | 4 |
| Electricians | 66 | #46 of 295 | 8 | 2.5 | $11.8M | 99 | 22 |
| Doctors, dentists and clinics | 65 | #131 of 538 | 172 | 54.5 | $211K | 138 | 37 |
| Chiropractors | 64 | #99 of 426 | 13 | 4.1 | $2.8M | 117 | 5 |
| Restaurants and cafes | 63 | #141 of 538 | 297 | 94.1 | $402K | 108 | 127 |
| Tire shops | 60 | #145 of 431 | 10 | 3.2 | $2.7M | 108 | 4 |
| Child care and preschools | 60 | #148 of 454 | 19 | 6.0 | $868K | 87 | 15 |
| Sit-down restaurants | 60 | #161 of 538 | 128 | 40.5 | $932K | 140 | 73 |
| Gas stations | 59 | #171 of 536 | 25 | 7.9 | $2.5M | 106 | 32 |
| Funeral homes | 57 | #135 of 365 | 12 | 3.8 | $417K | 61 | 7 |
| Car washes and detailing | 56 | #165 of 441 | 11 | 3.5 | $2.4M | 97 | 3 |
| Convenience stores | 55 | #235 of 529 | 33 | 10.5 | $6.3M | 80 | 14 |
| Laundromats | 54 | #63 of 150 | 9 | 2.9 | $7.6M | 60 | 4 |
| Dentists and orthodontists | 54 | #223 of 526 | 25 | 7.9 | $1.5M | 148 | 20 |
| Collision repair and body shops | 53 | #161 of 387 | 8 | 2.5 | $3.4M | 109 | 8 |
| Grocery and convenience stores | 51 | #275 of 538 | 77 | 24.4 | $2.7M | 79 | 33 |
| Auto repair and car care | 49 | #278 of 538 | 103 | 32.6 | $261K | 97 | 45 |
| Auto repair shops | 48 | #296 of 538 | 57 | 18.1 | $472K | 106 | 36 |
| Yoga, Pilates and fitness studios | 46 | #72 of 112 | 13 | 4.1 | $2M | 50 | 6 |
| Coffee shops and cafes | 45 | #313 of 529 | 36 | 11.4 | $3.3M | 89 | 20 |
| Grocery stores | 43 | #330 of 506 | 30 | 9.5 | $6.9M | 74 | 19 |
| Gyms, studios and classes | 40 | #382 of 535 | 50 | 15.8 | $527K | 80 | 14 |
| Martial arts and dance studios | 35 | #301 of 378 | 21 | 6.7 | $1.3M | 62 | 8 |
| Bakeries and dessert shops | 33 | #427 of 507 | 39 | 12.4 | $3.1M | 74 | 27 |
| Pet grooming and boarding | 31 | #326 of 387 | 14 | 4.4 | $1.4M | 54 | 6 |
| Lawn, cleaning and pest control | 24 | #462 of 481 | 44 | 13.9 | $881K | 52 | 54 |
| Pet businesses | 23 | #498 of 527 | 36 | 11.4 | $536K | 61 | 20 |
| Landscaping and lawn care | 21 | #389 of 399 | 36 | 11.4 | $1.1M | 37 | 48 |
| Veterinarians | 15 | #391 of 398 | 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 the Greenfield 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 | $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 the Greenfield area
- 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
- 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 the Greenfield 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 Greenfield 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 Greenfield area 1
- Franklin County, MA70,944 people
Other markets based in Massachusetts 8
- Boston-Cambridge-Newton, MA-NH metro area4,953,354 people
- Worcester, MA metro area867,788 people
- Springfield, MA metro area462,815 people
- Barnstable Town, MA metro area231,668 people
- Amherst Town-Northampton, MA metro area162,028 people
- Pittsfield, MA metro area129,430 people
- Vineyard Haven, MA area20,933 people
- Nantucket, MA area14,483 people
Questions
How fast is the Greenfield, MA area growing?
Population estimates put the Greenfield area at 70,698 people in 2025, down 0.3% since 2020, against +3.1% for the U.S. It has 31,570 households.
How much do households in the Greenfield, MA area spend?
Households in the Greenfield area 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 the Greenfield area 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 the Greenfield, MA area?
Of the business types scored in the Greenfield area, clothing and shoe stores (85), fast food and sandwich shops (83) and real estate businesses (81) have the highest Groundwork market scores. For clothing and shoe stores, that ranks #11 of 536 scored small-town markets.
How does the Greenfield, MA area compare with the U.S.?
Median household income in the Greenfield area 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. 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. 47 of the 56 business types have a score in the Greenfield 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 Greenfield 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.
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Screening a site or an acquisition in the Greenfield 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 Greenfield 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.