Small-town market profile · New Hampshire
Keene, NH area market data
How the Keene area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 78,269
- +2.3% since 2020
- Households
- 30,620
- Median household income
- $83,329
- +28.7% vs. 2015–2019, before inflation
- Median home value
- $280,100
- Jobs located here
- 32,125
- Highest market score
- 90
- Funeral homes, #6 of 365 scored small-town markets
A site report maps the competitors on map listings around any address in the Keene area by name and distance, and the households and spending within reach. Or open the report at the center of the Keene 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 Keene area has an estimated 78,269 people and 30,620 households. Population estimates show the Keene area grew 2.3% from 2020 to 2025, slower than the U.S. (+3.1%). Median household income in the Keene area is $83,329, 3% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 28.7%, before inflation.
Relative to the U.S., household spending in the Keene area runs highest on clothing, shoes and related services (an index of 110, where 100 is the U.S. average) and lowest on pets (72).
Of the business types scored in the Keene area, funeral homes (90), fast food and sandwich shops (89) and nail salons (87) have the highest Groundwork market scores. For funeral homes, that ranks #6 of 365 scored small-town markets.
The Keene area is made up of one county, Cheshire County. Against the U.S., map listings per household run highest for convenience stores (2.5 times the U.S. rate) and lowest for insurance agencies (50% below the U.S. rate).
All 56 business types in the Keene area
Highest Groundwork market score first. Each score compares the Keene 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 |
|---|---|---|---|---|---|---|---|
| Funeral homes | 90 | #6 of 365 | 5 | 1.6 | $1.1M | 155 | 4 |
| Fast food and sandwich shops | 89 | #5 of 537 | 24 | 7.8 | $5.1M | 168 | 43 |
| Nail salons | 87 | #6 of 387 | 8 | 2.6 | $3.9M | 233 | 3 |
| Mortgage brokers and lenders | 84 | #6 of 177 | 6 | 2.0 | Index only | 238 | 3 |
| Primary care and pediatrics | 83 | #18 of 458 | 8 | 2.6 | $4.6M | 259 | 15 |
| Optometrists and eye care | 78 | #22 of 400 | 8 | 2.6 | $4.6M | 147 | 4 |
| Gyms | 77 | #21 of 506 | 17 | 5.6 | $1.6M | 126 | 7 |
| Pizza | 74 | #51 of 520 | 29 | 9.5 | $4.2M | 84 | 43 |
| Clothing and shoe stores | 73 | #76 of 536 | 40 | 13.1 | $1.7M | 137 | 16 |
| Real estate agents and brokers | 71 | #46 of 533 | 61 | 19.9 | Index only | 167 | 13 |
| Restaurants and cafes | 71 | #76 of 538 | 310 | 101.2 | $397K | 107 | 125 |
| Doctors, dentists and clinics | 70 | #88 of 538 | 150 | 49.0 | $246K | 162 | 66 |
| HVAC and plumbing | 69 | #58 of 476 | 13 | 4.2 | $7.5M | 157 | 38 |
| Clothing, shoes and laundry | 69 | #107 of 536 | 61 | 19.9 | $1.1M | 129 | 20 |
| Insurance agencies | 69 | #108 of 537 | 24 | 7.8 | $2.2M | 174 | 22 |
| Property management | 68 | #28 of 180 | 7 | 2.3 | Index only | 143 | 18 |
| Sit-down restaurants | 67 | #96 of 538 | 153 | 50.0 | $805K | 121 | 60 |
| Laundromats | 66 | #36 of 150 | 8 | 2.6 | $8.7M | 69 | 4 |
| Real estate | 64 | #95 of 536 | 74 | 24.2 | Index only | 174 | 38 |
| Martial arts and dance studios | 62 | #105 of 378 | 16 | 5.2 | $1.7M | 87 | 5 |
| Barbershops | 62 | #117 of 377 | 17 | 5.6 | $1.8M | 97 | Under 3 |
| Gyms, studios and classes | 61 | #140 of 535 | 44 | 14.4 | $636K | 96 | 12 |
| Yoga, Pilates and fitness studios | 60 | #35 of 112 | 11 | 3.6 | $2.5M | 63 | 7 |
| Grocery stores | 60 | #157 of 506 | 26 | 8.5 | $8M | 87 | 15 |
| Child care and preschools | 59 | #157 of 454 | 19 | 6.2 | $922K | 92 | 26 |
| Coffee shops and cafes | 58 | #183 of 529 | 31 | 10.1 | $4M | 107 | 22 |
| Physical therapy | 57 | #157 of 400 | 16 | 5.2 | $2.3M | 96 | 9 |
| Collision repair and body shops | 56 | #140 of 387 | 8 | 2.6 | $3.6M | 117 | 13 |
| Roofing and gutters | 55 | #116 of 288 | 16 | 5.2 | $6.1M | 72 | 7 |
| Chiropractors | 53 | #193 of 426 | 17 | 5.6 | $2.2M | 91 | 9 |
| Spas and skin care | 53 | #214 of 504 | 31 | 10.1 | $1M | 115 | 8 |
| Home repair trades | 51 | #266 of 526 | 46 | 15.0 | $2.1M | 87 | 81 |
| Tire shops | 49 | #224 of 431 | 12 | 3.9 | $2.4M | 96 | 10 |
| Salons, barbers and spas | 49 | #288 of 538 | 145 | 47.4 | $215K | 101 | 32 |
| Car washes and detailing | 48 | #235 of 441 | 16 | 5.2 | $1.8M | 71 | 5 |
| Hair salons | 48 | #299 of 538 | 86 | 28.1 | $362K | 84 | 19 |
| Grocery and convenience stores | 48 | #308 of 538 | 97 | 31.7 | $2.2M | 64 | 34 |
| Gas stations | 46 | #317 of 536 | 44 | 14.4 | $1.5M | 64 | 34 |
| Electricians | 45 | #187 of 295 | 17 | 5.6 | $5.7M | 48 | 36 |
| Pet stores | 44 | #132 of 220 | 7 | 2.3 | $2.9M | 63 | Under 3 |
| Lawn, cleaning and pest control | 43 | #295 of 481 | 29 | 9.5 | $1.4M | 81 | 69 |
| Bakeries and dessert shops | 41 | #355 of 507 | 49 | 16.0 | $2.5M | 61 | 22 |
| Convenience stores | 41 | #371 of 529 | 61 | 19.9 | $3.4M | 43 | 19 |
| Pet grooming and boarding | 40 | #263 of 387 | 11 | 3.6 | $1.8M | 71 | 11 |
| Dentists and orthodontists | 38 | #379 of 526 | 37 | 12.1 | $999K | 102 | 29 |
| Landscaping and lawn care | 37 | #293 of 399 | 23 | 7.5 | $1.7M | 59 | 52 |
| Auto repair shops | 32 | #449 of 538 | 86 | 28.1 | $335K | 75 | 53 |
| Auto repair and car care | 29 | #458 of 538 | 149 | 48.7 | $193K | 72 | 71 |
| Veterinarians | 28 | #340 of 398 | 14 | 4.6 | $1.4M | 52 | 12 |
| Pet businesses | 23 | #499 of 527 | 44 | 14.4 | $454K | 52 | 23 |
| House cleaning | Not scored | Not scored | 4 | 1.3 | $9.9M | 155 | 17 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.0 | $9.6M | 70 | 3 |
| Pest control | Not scored | Not scored | 2 | 0.7 | $19.8M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.3 | $69.5M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.3 | $37M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Keene 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 | $28.8M | $940 | 98 |
| Gasoline and other fuels | $66.7M | $2,178 | 84 |
| Food away from home | $123.1M | $4,020 | 99 |
| Groceries | $209M | $6,827 | 108 |
| Personal care products and services | $31.1M | $1,017 | 101 |
| Child care and other personal services | $17.5M | $572 | 99 |
| Memberships, classes and admissions | $28M | $914 | 93 |
| Medical and dental services | $37M | $1,207 | 94 |
| Pets | $20M | $653 | 72 |
| Clothing, shoes and related services | $69.5M | $2,271 | 110 |
| Vehicle insurance | $52.4M | $1,712 | 87 |
| Home repairs, maintenance and insurance | $97M | $3,167 | 105 |
| Lawn care, cleaning and other household services | $39.6M | $1,293 | 91 |
| Rent and homeowner costs | $556.8M | $18,185 | 109 |
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 Keene area
- Population, 2025 estimate
- 78,269+2.3% since 2020
- Households
- 30,620
- Median age
- 44.4
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 707 sq. mi.
- People per square mile
- 109
- Median household income
- $83,329+28.7% vs. 2015–2019, before inflation
- Average household income
- $105,430
- Median home value
- $280,100
- Jobs located here
- 32,125
- Daytime population
- 72,018Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Keene 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 Keene 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 Keene area 1
- Cheshire County, NH77,297 people
Other markets based in New Hampshire 4
- Manchester-Nashua, NH metro area426,378 people
- Lebanon-Claremont, NH-VT area223,586 people
- Concord, NH area155,967 people
- Laconia, NH area64,659 people
Questions
How fast is the Keene, NH area growing?
Population estimates put the Keene area at 78,269 people in 2025, up 2.3% since 2020, slower than the U.S. (+3.1%). It has 30,620 households. Median household income rose 28.7% from the 2015–2019 survey, before inflation.
How much do households in the Keene, NH area spend?
Households in the Keene area spend about $556.8M a year on rent and homeowner costs, $209M on groceries and $123.1M on food away from home. Set against the U.S., households in the Keene area spend the most on clothing, shoes and related services (an index of 110, where 100 is the U.S. average) and the least on pets (72).
Which business types have the highest market scores in the Keene, NH area?
The highest Groundwork market scores in the Keene area are for funeral homes (90), fast food and sandwich shops (89) and nail salons (87). The Keene area ranks #6 of 365 scored small-town markets for funeral homes.
How does the Keene, NH area compare with the U.S.?
The median household income in the Keene area is $83,329 a year, 3% above the U.S. median of $80,734. The population rose 2.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $280,100, against $332,700 for the U.S. For its number of households, the Keene area has the most map listings, relative to the U.S., for convenience stores (2.5 times the U.S. rate) and the fewest for insurance agencies (50% 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. 50 of the 56 business types have a score in the Keene 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 Keene 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 New Hampshire · Every U.S. market · How we measure
Screening a site or an acquisition in the Keene 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 Keene 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.