Metro area profile · Pennsylvania
Scranton–Wilkes-Barre, PA metro area market data
How the Scranton–Wilkes-Barre metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 574,418
- +1.4% since 2020
- Households
- 234,230
- Median household income
- $65,158
- +21.8% vs. 2015–2019, before inflation
- Median home value
- $187,200
- Jobs located here
- 252,886
- Highest market score
- 77
- Real estate, #12 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Scranton–Wilkes-Barre metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Scranton–Wilkes-Barre metro 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 Scranton–Wilkes-Barre metro area has an estimated 574,418 people and 234,230 households. Population estimates put the population change in the Scranton–Wilkes-Barre metro area from 2020 to 2025 at +1.4%, slower than the U.S. (+3.1%). Median household income in the Scranton–Wilkes-Barre metro area is $65,158, 19% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 21.8%, before inflation.
Relative to the U.S., household spending in the Scranton–Wilkes-Barre metro area runs highest on groceries (an index of 100, where 100 is the U.S. average) and lowest on pets (63).
Of the business types scored in the Scranton–Wilkes-Barre metro area, real estate businesses (77), real estate agents and brokers (77) and mortgage brokers and lenders (76) have the highest Groundwork market scores. For real estate businesses, that ranks #12 of 387 scored metro areas.
The Scranton–Wilkes-Barre metro area takes in 3 counties: Luzerne County, Lackawanna County and Wyoming County. Against the U.S., map listings per household run highest for funeral homes (3 times the U.S. rate) and lowest for mortgage brokers and lenders (72% below the U.S. rate).
All 56 business types in the Scranton–Wilkes-Barre metro area
Highest Groundwork market score first. Each score compares the Scranton–Wilkes-Barre metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Real estate | 77 | #12 of 387 | 381 | 16.3 | Index only | 237 | 223 |
| Real estate agents and brokers | 77 | #13 of 387 | 301 | 12.9 | Index only | 238 | 99 |
| Mortgage brokers and lenders | 76 | #15 of 373 | 29 | 1.2 | Index only | 345 | 20 |
| Property management | 75 | #15 of 374 | 31 | 1.3 | Index only | 227 | 69 |
| HVAC and plumbing | 67 | #62 of 387 | 110 | 4.7 | $6.1M | 128 | 175 |
| Home repair trades | 65 | #72 of 387 | 244 | 10.4 | $2.7M | 113 | 332 |
| Spas and skin care | 63 | #72 of 387 | 174 | 7.4 | $1.2M | 140 | 37 |
| Roofing and gutters | 61 | #109 of 381 | 73 | 3.1 | $9.1M | 108 | 35 |
| Oil change and quick lube | 58 | #102 of 290 | 12 | 0.5 | $15.7M | 114 | 7 |
| Clothing and shoe stores | 58 | #153 of 387 | 377 | 16.1 | $1.3M | 100 | 142 |
| Coffee shops and cafes | 57 | #131 of 387 | 170 | 7.3 | $4.9M | 132 | 121 |
| Home inspectors | 56 | #89 of 243 | 20 | 0.9 | Index only | 74 | 8 |
| Dry cleaners | 56 | #113 of 272 | 30 | 1.3 | $16M | 102 | 14 |
| Pest control | 56 | #127 of 345 | 23 | 1.0 | $11.9M | 116 | 17 |
| Electricians | 54 | #166 of 383 | 61 | 2.6 | $10.9M | 91 | 122 |
| Clothing, shoes and laundry | 54 | #178 of 387 | 558 | 23.8 | $859K | 98 | 168 |
| House cleaning | 46 | #231 of 375 | 42 | 1.8 | $6.5M | 102 | 108 |
| Gyms | 46 | #237 of 387 | 160 | 6.8 | $1.1M | 85 | 58 |
| Yoga, Pilates and fitness studios | 45 | #213 of 347 | 45 | 1.9 | $3.9M | 97 | 58 |
| Nail salons | 45 | #237 of 387 | 101 | 4.3 | $2.1M | 126 | 60 |
| Urgent care and walk-in clinics | 44 | #119 of 197 | 13 | 0.6 | $19.7M | 80 | 13 |
| Laundromats | 44 | #216 of 364 | 52 | 2.2 | $9.2M | 74 | 12 |
| Lawn, cleaning and pest control | 44 | #220 of 387 | 179 | 7.6 | $1.5M | 91 | 331 |
| Fast food and sandwich shops | 44 | #236 of 387 | 330 | 14.1 | $2.5M | 83 | 417 |
| Gyms, studios and classes | 42 | #272 of 387 | 336 | 14.3 | $526K | 79 | 94 |
| Grocery and convenience stores | 41 | #260 of 387 | 481 | 20.5 | $3.1M | 91 | 215 |
| Dentists and orthodontists | 41 | #261 of 387 | 267 | 11.4 | $958K | 97 | 181 |
| Barbershops | 41 | #274 of 387 | 140 | 6.0 | $1.5M | 81 | 11 |
| Landscaping and lawn care | 40 | #250 of 385 | 114 | 4.9 | $2.4M | 82 | 206 |
| Convenience stores | 40 | #257 of 387 | 221 | 9.4 | $6.7M | 85 | 110 |
| Grocery stores | 39 | #269 of 387 | 178 | 7.6 | $8.3M | 90 | 105 |
| Insurance agencies | 38 | #262 of 387 | 303 | 12.9 | $1.2M | 92 | 191 |
| Martial arts and dance studios | 38 | #307 of 387 | 131 | 5.6 | $1.3M | 67 | 36 |
| Child care and preschools | 35 | #290 of 387 | 137 | 5.8 | $816K | 81 | 180 |
| Car washes and detailing | 34 | #319 of 387 | 104 | 4.4 | $1.8M | 72 | 28 |
| Salons, barbers and spas | 34 | #340 of 387 | 1,031 | 44.0 | $206K | 97 | 309 |
| Pizza | 33 | #323 of 387 | 312 | 13.3 | $2.7M | 53 | 417 |
| Veterinarians | 31 | #321 of 384 | 69 | 2.9 | $1.9M | 71 | 55 |
| Physical therapy | 30 | #336 of 386 | 145 | 6.2 | $1.8M | 73 | 89 |
| Primary care and pediatrics | 29 | #332 of 387 | 158 | 6.7 | $1.6M | 91 | 490 |
| Bakeries and dessert shops | 29 | #351 of 387 | 299 | 12.8 | $2.8M | 67 | 136 |
| Chiropractors | 27 | #358 of 386 | 156 | 6.7 | $1.6M | 69 | 77 |
| Restaurants and cafes | 26 | #350 of 387 | 2,776 | 118.5 | $300K | 81 | 1,073 |
| Hair salons | 26 | #373 of 387 | 596 | 25.4 | $357K | 83 | 200 |
| Funeral homes | 25 | #339 of 377 | 145 | 6.2 | $259K | 38 | 62 |
| Doctors, dentists and clinics | 25 | #357 of 387 | 2,092 | 89.3 | $122K | 80 | 895 |
| Optometrists and eye care | 25 | #359 of 386 | 104 | 4.4 | $2.5M | 79 | 45 |
| Gas stations | 24 | #348 of 387 | 261 | 11.1 | $1.7M | 71 | 231 |
| Pet grooming and boarding | 24 | #361 of 386 | 120 | 5.1 | $1.1M | 44 | 42 |
| Sit-down restaurants | 23 | #369 of 387 | 1,440 | 61.5 | $578K | 87 | 528 |
| Pet businesses | 22 | #368 of 387 | 277 | 11.8 | $484K | 55 | 125 |
| Collision repair and body shops | 21 | #354 of 381 | 81 | 3.5 | $2.3M | 75 | 66 |
| Auto repair and car care | 17 | #376 of 387 | 1,015 | 43.3 | $185K | 69 | 388 |
| Auto repair shops | 16 | #377 of 387 | 644 | 27.5 | $292K | 66 | 286 |
| Tire shops | 12 | #379 of 386 | 143 | 6.1 | $1.3M | 53 | 64 |
| Pet stores | 10 | #380 of 382 | 62 | 2.6 | $2.2M | 48 | 28 |
Household spending in the Scranton–Wilkes-Barre metro 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 | $188M | $803 | 84 |
| Gasoline and other fuels | $444.4M | $1,897 | 73 |
| Food away from home | $832.8M | $3,555 | 87 |
| Groceries | $1.5B | $6,330 | 100 |
| Personal care products and services | $212.6M | $908 | 90 |
| Child care and other personal services | $111.8M | $477 | 82 |
| Memberships, classes and admissions | $176.8M | $755 | 77 |
| Medical and dental services | $255.9M | $1,092 | 85 |
| Pets | $134M | $572 | 63 |
| Clothing, shoes and related services | $479.6M | $2,047 | 100 |
| Vehicle insurance | $349.9M | $1,494 | 76 |
| Home repairs, maintenance and insurance | $667.4M | $2,849 | 94 |
| Lawn care, cleaning and other household services | $273.6M | $1,168 | 83 |
| Rent and homeowner costs | $3.9B | $16,676 | 100 |
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 Scranton–Wilkes-Barre metro area
- Population, 2025 estimate
- 574,418+1.4% since 2020
- Households
- 234,230
- Median age
- 42.6
- Homes lived in by their owners
- 67%
- Vehicles per household
- 1.7
- Land area
- 1,746 sq. mi.
- People per square mile
- 326
- Median household income
- $65,158+21.8% vs. 2015–2019, before inflation
- Average household income
- $87,979
- Median home value
- $187,200
- Jobs located here
- 252,886
- Daytime population
- 571,216Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Scranton–Wilkes-Barre metro area?
These figures cover the whole metro area. 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 Scranton–Wilkes-Barre metro 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 Scranton–Wilkes-Barre metro area 3
- Luzerne County, PA327,675 people
- Lackawanna County, PA216,146 people
- Wyoming County, PA25,967 people
Other markets based in Pennsylvania 12
- Philadelphia-Camden-Wilmington, PA-NJ-DE-MD metro area6,272,014 people
- Pittsburgh, PA metro area2,439,940 people
- Allentown-Bethlehem-Easton, PA-NJ metro area873,603 people
- Harrisburg-Carlisle, PA metro area604,155 people
- Lancaster, PA metro area557,931 people
- York-Hanover, PA metro area462,924 people
- Reading, PA metro area433,015 people
- Erie, PA metro area269,052 people
- State College, PA metro area158,576 people
- Chambersburg, PA metro area157,379 people
- Lebanon, PA metro area144,186 people
- Johnstown, PA metro area131,538 people
Questions
How fast is the Scranton–Wilkes-Barre, PA metro area growing?
Population estimates put the Scranton–Wilkes-Barre metro area at 574,418 people in 2025, up 1.4% since 2020, slower than the U.S. (+3.1%). It has 234,230 households. Median household income rose 21.8% from the 2015–2019 survey, before inflation.
How much do households in the Scranton–Wilkes-Barre, PA metro area spend?
Households in the Scranton–Wilkes-Barre metro area spend about $3.9B a year on rent and homeowner costs, $1.5B on groceries and $832.8M on food away from home. Set against the U.S., households in the Scranton–Wilkes-Barre metro area spend the most on groceries (an index of 100, where 100 is the U.S. average) and the least on pets (63).
Which business types have the highest market scores in the Scranton–Wilkes-Barre, PA metro area?
The highest Groundwork market scores in the Scranton–Wilkes-Barre metro area are for real estate businesses (77), real estate agents and brokers (77) and mortgage brokers and lenders (76). The Scranton–Wilkes-Barre metro area ranks #12 of 387 scored metro areas for real estate businesses.
How does the Scranton–Wilkes-Barre, PA metro area compare with the U.S.?
The median household income in the Scranton–Wilkes-Barre metro area is $65,158 a year, 19% below the U.S. median of $80,734. The population rose 1.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $187,200, against $332,700 for the U.S. For its number of households, the Scranton–Wilkes-Barre metro area has the most map listings, relative to the U.S., for funeral homes (3 times the U.S. rate) and the fewest for mortgage brokers and lenders (72% 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. All 56 business types have a score in the Scranton–Wilkes-Barre metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Scranton–Wilkes-Barre metro 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 Pennsylvania · Every U.S. market · How we measure
Screening a site or an acquisition in the Scranton–Wilkes-Barre metro 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 Scranton–Wilkes-Barre metro 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.