Small-town market profile · Ohio
Salem, OH area market data
How the Salem area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 99,377
- −2.2% since 2020
- Households
- 41,459
- Median household income
- $58,180
- +20.3% vs. 2015–2019, before inflation
- Median home value
- $151,600
- Jobs located here
- 28,013
- Highest market score
- 68
- Nail salons, #76 of 387 scored small-town markets
A site report maps the competitors on map listings around any address in the Salem area by name and distance, and the households and spending within reach. Or open the report at the center of the Salem 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 Salem area has an estimated 99,377 people and 41,459 households. Between 2020 and 2025, the population of the Salem area declined 2.2%, against +3.1% for the U.S. Median household income in the Salem area is $58,180, 28% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 20.3%, before inflation.
Relative to the U.S., household spending in the Salem area runs highest on vehicle maintenance and repairs (an index of 112, where 100 is the U.S. average) and lowest on child care and other personal services (55).
Of the business types scored in the Salem area, nail salons (68), clothing and shoe stores (66) and sit-down restaurants (65) have the highest Groundwork market scores. For nail salons, that ranks #76 of 387 scored small-town markets.
The Salem area is made up of one county, Columbiana County. Against the U.S., map listings per household run highest for funeral homes (2.2 times the U.S. rate) and lowest for real estate businesses (61% below the U.S. rate).
All 56 business types in the Salem area
Highest Groundwork market score first. Each score compares the Salem 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 |
|---|---|---|---|---|---|---|---|
| Nail salons | 68 | #76 of 387 | 10 | 2.4 | $3.6M | 214 | 4 |
| Clothing and shoe stores | 66 | #128 of 536 | 32 | 7.7 | $2.3M | 177 | 8 |
| Sit-down restaurants | 65 | #111 of 538 | 156 | 37.6 | $888K | 134 | 45 |
| Gas stations | 64 | #115 of 536 | 39 | 9.4 | $3M | 124 | 40 |
| Dentists and orthodontists | 64 | #127 of 526 | 30 | 7.2 | $1.7M | 175 | 20 |
| Chiropractors | 63 | #112 of 426 | 18 | 4.3 | $2.9M | 120 | 7 |
| Car washes and detailing | 62 | #127 of 441 | 18 | 4.3 | $2.5M | 98 | 4 |
| Clothing, shoes and laundry | 62 | #157 of 536 | 54 | 13.0 | $1.3M | 152 | 11 |
| Yoga, Pilates and fitness studios | 61 | #28 of 112 | 5 | 1.2 | $5.7M | 141 | 7 |
| Roofing and gutters | 61 | #77 of 288 | 7 | 1.7 | $14.1M | 167 | 4 |
| Auto repair shops | 61 | #156 of 538 | 84 | 20.3 | $530K | 119 | 42 |
| Restaurants and cafes | 60 | #164 of 538 | 312 | 75.3 | $444K | 120 | 149 |
| Auto repair and car care | 60 | #179 of 538 | 157 | 37.9 | $284K | 106 | 56 |
| Tire shops | 59 | #154 of 431 | 19 | 4.6 | $2.3M | 94 | 6 |
| Electricians | 57 | #106 of 295 | 7 | 1.7 | $14.1M | 118 | 16 |
| Doctors, dentists and clinics | 57 | #203 of 538 | 225 | 54.3 | $230K | 151 | 97 |
| Optometrists and eye care | 55 | #163 of 400 | 17 | 4.1 | $3M | 97 | 7 |
| Physical therapy | 55 | #169 of 400 | 17 | 4.1 | $3M | 127 | 13 |
| Gyms, studios and classes | 55 | #207 of 535 | 44 | 10.6 | $650K | 98 | 7 |
| Real estate agents and brokers | 54 | #200 of 533 | 50 | 12.1 | Index only | 192 | 9 |
| Hair salons | 54 | #223 of 538 | 71 | 17.1 | $505K | 117 | 14 |
| Collision repair and body shops | 53 | #160 of 387 | 13 | 3.1 | $3.4M | 111 | 14 |
| Coffee shops and cafes | 53 | #228 of 529 | 23 | 5.5 | $6M | 163 | 22 |
| House cleaning | 52 | #57 of 142 | 6 | 1.4 | $7.5M | 118 | 13 |
| Landscaping and lawn care | 52 | #167 of 399 | 12 | 2.9 | $3.8M | 129 | 24 |
| Gyms | 52 | #236 of 506 | 26 | 6.3 | $1.1M | 85 | 7 |
| Salons, barbers and spas | 52 | #239 of 538 | 129 | 31.1 | $278K | 131 | 22 |
| Real estate | 52 | #239 of 536 | 62 | 15.0 | Index only | 195 | 19 |
| Barbershops | 51 | #190 of 377 | 14 | 3.4 | $2.6M | 136 | Under 3 |
| Spas and skin care | 51 | #237 of 504 | 34 | 8.2 | $1.1M | 120 | 3 |
| Lawn, cleaning and pest control | 50 | #233 of 481 | 19 | 4.6 | $2.4M | 142 | 40 |
| Martial arts and dance studios | 49 | #196 of 378 | 13 | 3.1 | $2.2M | 109 | Under 3 |
| Home repair trades | 48 | #290 of 526 | 42 | 10.1 | $2.4M | 97 | 41 |
| Primary care and pediatrics | 47 | #261 of 458 | 29 | 7.0 | $1.8M | 100 | 50 |
| Funeral homes | 45 | #205 of 365 | 19 | 4.6 | $368K | 54 | 12 |
| Insurance agencies | 44 | #312 of 537 | 48 | 11.6 | $1.5M | 116 | 33 |
| Fast food and sandwich shops | 44 | #330 of 537 | 48 | 11.6 | $2.9M | 95 | 80 |
| Veterinarians | 40 | #265 of 398 | 13 | 3.1 | $2.3M | 84 | 15 |
| HVAC and plumbing | 40 | #338 of 476 | 28 | 6.8 | $3.5M | 74 | 21 |
| Bakeries and dessert shops | 38 | #376 of 507 | 32 | 7.7 | $4.3M | 105 | 25 |
| Mortgage brokers and lenders | 37 | #132 of 177 | 9 | 2.2 | Index only | 149 | Under 3 |
| Pet grooming and boarding | 37 | #298 of 387 | 20 | 4.8 | $1.5M | 59 | 7 |
| Convenience stores | 37 | #392 of 529 | 44 | 10.6 | $5.2M | 66 | 13 |
| Child care and preschools | 35 | #352 of 454 | 21 | 5.1 | $625K | 62 | 17 |
| Grocery and convenience stores | 34 | #422 of 538 | 95 | 22.9 | $2.4M | 71 | 31 |
| Grocery stores | 33 | #407 of 506 | 34 | 8.2 | $6.8M | 73 | 18 |
| Laundromats | 31 | #126 of 150 | 12 | 2.9 | $6M | 48 | Under 3 |
| Pet businesses | 29 | #466 of 527 | 53 | 12.8 | $564K | 64 | 22 |
| Pizza | 28 | #468 of 520 | 47 | 11.3 | $2.9M | 58 | 80 |
| Pet stores | 20 | #204 of 220 | 15 | 3.6 | $2M | 44 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 4 | 1.0 | $11.1M | 81 | 3 |
| Property management | Not scored | Not scored | 2 | 0.5 | Index only | Too few | 4 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.5 | $25.9M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.2 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 0.2 | $45.2M | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
Household spending in the Salem 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 | $44.5M | $1,074 | 112 |
| Gasoline and other fuels | $115.3M | $2,781 | 107 |
| Food away from home | $138.6M | $3,342 | 82 |
| Groceries | $229.6M | $5,539 | 88 |
| Personal care products and services | $35.8M | $864 | 86 |
| Child care and other personal services | $13.1M | $317 | 55 |
| Memberships, classes and admissions | $28.6M | $690 | 70 |
| Medical and dental services | $51.7M | $1,248 | 97 |
| Pets | $29.9M | $721 | 79 |
| Clothing, shoes and related services | $72M | $1,737 | 85 |
| Vehicle insurance | $70.1M | $1,692 | 86 |
| Home repairs, maintenance and insurance | $98.9M | $2,384 | 79 |
| Lawn care, cleaning and other household services | $45.2M | $1,091 | 77 |
| Rent and homeowner costs | $524.1M | $12,642 | 76 |
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 Salem area
- Population, 2025 estimate
- 99,377−2.2% since 2020
- Households
- 41,459
- Median age
- 44.5
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 532 sq. mi.
- People per square mile
- 189
- Median household income
- $58,180+20.3% vs. 2015–2019, before inflation
- Average household income
- $78,065
- Median home value
- $151,600
- Jobs located here
- 28,013
- Daytime population
- 85,744Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Salem 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 Salem 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 Salem area 1
- Columbiana County, OH100,704 people
Other markets based in Ohio 12
- Cincinnati, OH-KY-IN metro area2,270,706 people
- Columbus, OH metro area2,175,788 people
- Cleveland, OH metro area2,171,526 people
- Dayton-Kettering-Beavercreek, OH metro area816,080 people
- Akron, OH metro area699,820 people
- Toledo, OH metro area602,322 people
- Youngstown-Warren, OH metro area427,420 people
- Canton-Massillon, OH metro area400,372 people
- Springfield, OH metro area135,158 people
- Mansfield, OH metro area125,099 people
- Sandusky, OH metro area114,575 people
- Lima, OH metro area101,348 people
Questions
How fast is the Salem, OH area growing?
Population estimates put the Salem area at 99,377 people in 2025, down 2.2% since 2020, against +3.1% for the U.S. It has 41,459 households. Median household income rose 20.3% from the 2015–2019 survey, before inflation.
How much do households in the Salem, OH area spend?
Households in the Salem area spend about $524.1M a year on rent and homeowner costs, $229.6M on groceries and $138.6M on food away from home. Set against the U.S., households in the Salem area spend the most on vehicle maintenance and repairs (an index of 112, where 100 is the U.S. average) and the least on child care and other personal services (55).
Which business types have the highest market scores in the Salem, OH area?
The highest Groundwork market scores in the Salem area are for nail salons (68), clothing and shoe stores (66) and sit-down restaurants (65). The Salem area ranks #76 of 387 scored small-town markets for nail salons.
How does the Salem, OH area compare with the U.S.?
The median household income in the Salem area is $58,180 a year, 28% below the U.S. median of $80,734. The population fell 2.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $151,600, against $332,700 for the U.S. For its number of households, the Salem area has the most map listings, relative to the U.S., for funeral homes (2.2 times the U.S. rate) and the fewest for real estate businesses (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. 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 Salem 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 Salem 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 Ohio · Every U.S. market · How we measure
Screening a site or an acquisition in the Salem 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 Salem 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.