County profile · North Carolina
Wilson County, NC market data
Population, household spending and competition for 56 business types in Wilson County, each scored against other counties.
- Population, 2025
- 81,150
- +1.7% since 2020
- Households
- 33,068
- Median household income
- $56,423
- +28.6% vs. 2015–2019, before inflation
- Median home value
- $186,000
- Jobs located here
- 36,414
- Highest market score
- 70
- Pet grooming and boarding, #224 of 1,461 scored counties
A site report maps the competitors on map listings around any address in Wilson County by name and distance, and the households and spending within reach. Or open the report at the center of Wilson 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 81,150 people live in Wilson County, in 33,068 households. Between 2020 and 2025, the population of Wilson County grew 1.7%, slower than the U.S. (+3.1%). The median household income in Wilson County is $56,423 a year, 30% below the U.S. median of $80,734. That rose 28.6% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Wilson County spend the most on vehicle insurance (an index of 129, where 100 is the U.S. average) and the least on memberships, classes and admissions (57).
The highest Groundwork market scores in Wilson County are for pet grooming and boarding businesses (70); pet businesses (70); and lawn care, cleaning and pest control companies (64). Wilson County ranks #224 of 1,461 scored counties for pet grooming and boarding businesses.
Wilson County is part of the Wilson area. For its number of households, Wilson County has the most map listings, relative to the U.S., for tire shops (twice the U.S. rate) and the fewest for gyms (61% below the U.S. rate).
All 56 business types in Wilson County
Highest Groundwork market score first. Each score compares Wilson 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 |
|---|---|---|---|---|---|---|---|
| Pet grooming and boarding | 70 | #224 of 1,461 | 7 | 2.1 | $3.6M | 140 | 3 |
| Pet businesses | 70 | #274 of 2,200 | 25 | 7.6 | $1M | 114 | 8 |
| Lawn, cleaning and pest control | 64 | #359 of 1,771 | 14 | 4.2 | $3.1M | 183 | 49 |
| Gyms | 63 | #413 of 1,792 | 10 | 3.0 | $1.9M | 142 | 7 |
| Bakeries and dessert shops | 62 | #467 of 1,889 | 20 | 6.0 | $5.3M | 129 | 8 |
| Physical therapy | 61 | #406 of 1,422 | 7 | 2.1 | $4.6M | 191 | 10 |
| Dentists and orthodontists | 60 | #555 of 1,886 | 18 | 5.4 | $1.8M | 182 | 18 |
| Landscaping and lawn care | 59 | #480 of 1,493 | 7 | 2.1 | $6.1M | 209 | 40 |
| Coffee shops and cafes | 59 | #651 of 2,063 | 24 | 7.3 | $4.4M | 120 | 8 |
| Insurance agencies | 58 | #834 of 2,272 | 42 | 12.7 | $2M | 159 | 38 |
| Optometrists and eye care | 56 | #504 of 1,302 | 7 | 2.1 | $4.6M | 147 | Under 3 |
| Chiropractors | 54 | #614 of 1,490 | 10 | 3.0 | $3.2M | 135 | 9 |
| Veterinarians | 53 | #677 of 1,485 | 13 | 3.9 | $1.9M | 71 | 5 |
| Real estate agents and brokers | 52 | #919 of 2,176 | 40 | 12.1 | Index only | 206 | 31 |
| Gyms, studios and classes | 52 | #951 of 2,088 | 27 | 8.2 | $687K | 104 | 10 |
| Property management | 51 | #415 of 910 | 6 | 1.8 | Index only | 135 | 13 |
| Gas stations | 51 | #1,131 of 2,358 | 54 | 16.3 | $1.8M | 76 | 37 |
| Primary care and pediatrics | 48 | #898 of 1,656 | 18 | 5.4 | $1.8M | 100 | 29 |
| Electricians | 47 | #645 of 1,160 | 7 | 2.1 | $11.8M | 99 | 24 |
| Real estate | 47 | #1,209 of 2,229 | 59 | 17.8 | Index only | 175 | 50 |
| Funeral homes | 44 | #873 of 1,472 | 12 | 3.6 | $377K | 56 | 5 |
| Restaurants and cafes | 44 | #1,444 of 2,405 | 277 | 83.8 | $385K | 104 | 133 |
| Doctors, dentists and clinics | 44 | #1,470 of 2,394 | 174 | 52.6 | $185K | 121 | 66 |
| Pizza | 43 | #1,300 of 2,090 | 23 | 7.0 | $4.6M | 91 | 67 |
| Spas and skin care | 42 | #1,174 of 1,769 | 23 | 7.0 | $1.1M | 128 | Under 3 |
| Sit-down restaurants | 42 | #1,538 of 2,405 | 159 | 48.1 | $670K | 101 | 54 |
| Martial arts and dance studios | 41 | #926 of 1,334 | 14 | 4.2 | $1.3M | 66 | 3 |
| Clothing and shoe stores | 41 | #1,360 of 2,087 | 43 | 13.0 | $1.3M | 100 | 19 |
| Auto repair shops | 38 | #1,731 of 2,378 | 71 | 21.5 | $418K | 94 | 42 |
| Hair salons | 37 | #1,802 of 2,339 | 80 | 24.2 | $321K | 75 | 11 |
| Child care and preschools | 36 | #1,189 of 1,611 | 18 | 5.4 | $647K | 65 | 19 |
| HVAC and plumbing | 36 | #1,324 of 1,707 | 20 | 6.0 | $4.1M | 87 | 41 |
| Clothing, shoes and laundry | 34 | #1,722 of 2,210 | 62 | 18.7 | $878K | 100 | 31 |
| Salons, barbers and spas | 34 | #2,008 of 2,385 | 150 | 45.4 | $171K | 81 | 19 |
| Car washes and detailing | 33 | #1,144 of 1,451 | 16 | 4.8 | $1.9M | 74 | Under 3 |
| Nail salons | 32 | #1,114 of 1,328 | 25 | 7.6 | $1M | 62 | 5 |
| Home repair trades | 32 | #1,788 of 2,057 | 43 | 13.0 | $1.9M | 79 | 72 |
| Roofing and gutters | 31 | #977 of 1,177 | 16 | 4.8 | $5.2M | 61 | 7 |
| Collision repair and body shops | 31 | #1,081 of 1,327 | 13 | 3.9 | $2.3M | 74 | 12 |
| Grocery stores | 31 | #1,614 of 2,070 | 26 | 7.9 | $7M | 75 | 21 |
| Auto repair and car care | 31 | #1,992 of 2,401 | 133 | 40.2 | $223K | 83 | 62 |
| Fast food and sandwich shops | 30 | #1,846 of 2,222 | 51 | 15.4 | $2.1M | 69 | 67 |
| Mortgage brokers and lenders | 29 | #789 of 887 | 13 | 3.9 | Index only | 88 | Under 3 |
| Convenience stores | 25 | #1,932 of 2,261 | 49 | 14.8 | $3.7M | 47 | 18 |
| Grocery and convenience stores | 25 | #2,100 of 2,402 | 91 | 27.5 | $2M | 59 | 39 |
| Barbershops | 23 | #1,192 of 1,356 | 21 | 6.4 | $1.2M | 65 | Under 3 |
| Tire shops | 20 | #1,398 of 1,530 | 25 | 7.6 | $1.2M | 47 | 13 |
| Dry cleaners | 16 | #488 of 507 | 5 | 1.5 | $10.9M | 69 | 7 |
| House cleaning | Not scored | Not scored | 4 | 1.2 | $10.7M | 168 | 5 |
| Laundromats | Not scored | Not scored | 4 | 1.2 | $13.6M | 109 | 5 |
| Oil change and quick lube | Not scored | Not scored | 3 | 0.9 | $9.9M | 72 | 5 |
| Pest control | Not scored | Not scored | 3 | 0.9 | $14.3M | 140 | 4 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 0.9 | $6.2M | 152 | 7 |
| Pet stores | Not scored | Not scored | 1 | 0.3 | $25M | 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 Wilson 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 | $29.7M | $898 | 94 |
| Gasoline and other fuels | $97.6M | $2,951 | 114 |
| Food away from home | $106.6M | $3,224 | 79 |
| Groceries | $182.1M | $5,506 | 87 |
| Personal care products and services | $25.7M | $777 | 77 |
| Child care and other personal services | $11.6M | $352 | 61 |
| Memberships, classes and admissions | $18.5M | $561 | 57 |
| Medical and dental services | $32.2M | $974 | 76 |
| Pets | $25M | $756 | 83 |
| Clothing, shoes and related services | $54.5M | $1,647 | 80 |
| Vehicle insurance | $83.6M | $2,529 | 129 |
| Home repairs, maintenance and insurance | $82.9M | $2,508 | 83 |
| Lawn care, cleaning and other household services | $42.9M | $1,298 | 92 |
| Rent and homeowner costs | $448.5M | $13,564 | 81 |
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 Wilson County
- Population, 2025 estimate
- 81,150+1.7% since 2020
- Households
- 33,068
- Median age
- 40.9
- Homes lived in by their owners
- 60%
- Vehicles per household
- 1.9
- Land area
- 368 sq. mi.
- People per square mile
- 216
- Median household income
- $56,423+28.6% vs. 2015–2019, before inflation
- Average household income
- $76,415
- Median home value
- $186,000
- Jobs located here
- 36,414
- Daytime population
- 81,523Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Wilson 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 Wilson 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 North Carolina 8
- Nash County, NC96,216 people
- Edgecombe County, NC48,736 people
- Greene County, NC20,486 people
- Wayne County, NC118,652 people
- Johnston County, NC234,263 people
- Franklin County, NC74,386 people
- Pitt County, NC177,193 people
- Lenoir County, NC54,919 people
Questions
How fast is Wilson County, NC growing?
Population estimates put Wilson County at 81,150 people in 2025, up 1.7% since 2020, slower than the U.S. (+3.1%). It has 33,068 households. Against the 2015–2019 survey, median household income rose 28.6%, before inflation.
How much do households in Wilson County, NC spend?
Households in Wilson County spend about $448.5M a year on rent and homeowner costs, $182.1M on groceries and $106.6M on food away from home. Relative to the U.S., household spending in Wilson County runs highest on vehicle insurance (an index of 129, where 100 is the U.S. average) and lowest on memberships, classes and admissions (57).
Which business types have the highest market scores in Wilson County, NC?
Of the business types scored in Wilson County, pet grooming and boarding businesses (70); pet businesses (70); and lawn care, cleaning and pest control companies (64) have the highest Groundwork market scores. For pet grooming and boarding businesses, that ranks #224 of 1,461 scored counties.
How does Wilson County, NC compare with the U.S.?
Median household income in Wilson County is $56,423, 30% below the U.S. median of $80,734. The population rose 1.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $186,000, against $332,700 for the U.S. Against the U.S., map listings per household run highest for tire shops (twice the U.S. rate) and lowest for gyms (61% 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. 48 of the 56 business types have a score in Wilson 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 Wilson 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 Wilson 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 Wilson 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.