Metro area profile · Tennessee
Morristown, TN metro area market data
Population, household spending and competition for 56 business types in the Morristown metro area, each scored against other metro areas.
- Population, 2025
- 128,867
- +7.9% since 2020
- Households
- 47,963
- Median household income
- $60,553
- Median home value
- $218,100
- Jobs located here
- 47,715
- Highest market score
- 86
- Insurance agencies, #18 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Morristown metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Morristown 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
An estimated 128,867 people live in the Morristown metro area, in 47,963 households. Population estimates put the population change in the Morristown metro area from 2020 to 2025 at +7.9%, faster than the U.S. (+3.1%). The median household income in the Morristown metro area is $60,553 a year, 25% below the U.S. median of $80,734.
Set against the U.S., households in the Morristown metro area spend the most on vehicle insurance (an index of 139, where 100 is the U.S. average) and the least on memberships, classes and admissions (60).
The highest Groundwork market scores in the Morristown metro area are for insurance agencies (86), house cleaning businesses (80) and auto repair shops (73). The Morristown metro area ranks #18 of 387 scored metro areas for insurance agencies.
The Morristown metro area takes in 2 counties: Hamblen County and Jefferson County. For its number of households, the Morristown metro area has the most map listings, relative to the U.S., for pet grooming and boarding businesses (67% above the U.S. rate) and the fewest for real estate businesses (42% below the U.S. rate).
All 56 business types in the Morristown metro area
Highest Groundwork market score first. Each score compares the Morristown 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 |
|---|---|---|---|---|---|---|---|
| Insurance agencies | 86 | #18 of 387 | 66 | 13.8 | $2M | 158 | 38 |
| House cleaning | 80 | #13 of 375 | 7 | 1.5 | $9.2M | 143 | 16 |
| Auto repair shops | 73 | #45 of 387 | 92 | 19.2 | $504K | 113 | 39 |
| Real estate | 72 | #32 of 387 | 108 | 22.5 | Index only | 142 | 45 |
| Real estate agents and brokers | 70 | #40 of 387 | 89 | 18.6 | Index only | 137 | 19 |
| Lawn, cleaning and pest control | 68 | #77 of 387 | 41 | 8.5 | $1.6M | 93 | 56 |
| Property management | 67 | #50 of 374 | 10 | 2.1 | Index only | 120 | 10 |
| Landscaping and lawn care | 66 | #102 of 385 | 25 | 5.2 | $2.6M | 88 | 32 |
| Mortgage brokers and lenders | 65 | #57 of 373 | 8 | 1.7 | Index only | 213 | 7 |
| Sit-down restaurants | 65 | #82 of 387 | 212 | 44.2 | $754K | 114 | 67 |
| Coffee shops and cafes | 64 | #83 of 387 | 35 | 7.3 | $4.6M | 123 | 21 |
| Child care and preschools | 64 | #92 of 387 | 18 | 3.8 | $956K | 95 | 10 |
| Auto repair and car care | 64 | #93 of 387 | 170 | 35.4 | $273K | 101 | 64 |
| Spas and skin care | 63 | #73 of 387 | 38 | 7.9 | $1M | 116 | 5 |
| Gyms, studios and classes | 61 | #94 of 387 | 46 | 9.6 | $613K | 93 | 8 |
| Clothing, shoes and laundry | 61 | #124 of 387 | 85 | 17.7 | $952K | 108 | 25 |
| Salons, barbers and spas | 60 | #90 of 387 | 176 | 36.7 | $219K | 103 | 22 |
| Home repair trades | 60 | #118 of 387 | 58 | 12.1 | $2.1M | 88 | 49 |
| Dentists and orthodontists | 60 | #119 of 387 | 42 | 8.8 | $1.2M | 117 | 35 |
| Restaurants and cafes | 60 | #131 of 387 | 415 | 86.5 | $385K | 104 | 184 |
| Clothing and shoe stores | 60 | #131 of 387 | 60 | 12.5 | $1.3M | 106 | 25 |
| Gyms | 59 | #113 of 387 | 25 | 5.2 | $1.1M | 87 | 4 |
| Electricians | 59 | #125 of 383 | 12 | 2.5 | $10.3M | 86 | 17 |
| Roofing and gutters | 59 | #125 of 381 | 11 | 2.3 | $11.3M | 133 | 11 |
| Hair salons | 56 | #132 of 387 | 93 | 19.4 | $414K | 96 | 14 |
| Doctors, dentists and clinics | 55 | #154 of 387 | 305 | 63.6 | $159K | 104 | 141 |
| Tire shops | 55 | #179 of 386 | 18 | 3.8 | $2.6M | 103 | 9 |
| Bakeries and dessert shops | 54 | #166 of 387 | 39 | 8.1 | $4.1M | 99 | 21 |
| HVAC and plumbing | 52 | #184 of 387 | 35 | 7.3 | $3.5M | 75 | 21 |
| Grocery and convenience stores | 52 | #188 of 387 | 86 | 17.9 | $3.1M | 93 | 24 |
| Optometrists and eye care | 49 | #210 of 386 | 15 | 3.1 | $3.2M | 103 | 8 |
| Oil change and quick lube | 48 | #166 of 290 | 5 | 1.0 | $9.3M | 67 | 4 |
| Car washes and detailing | 48 | #212 of 387 | 21 | 4.4 | $2.2M | 88 | 10 |
| Convenience stores | 47 | #221 of 387 | 43 | 9.0 | $6.3M | 80 | 9 |
| Nail salons | 47 | #221 of 387 | 22 | 4.6 | $1.8M | 105 | Under 3 |
| Martial arts and dance studios | 47 | #236 of 387 | 20 | 4.2 | $1.4M | 70 | 4 |
| Gas stations | 46 | #229 of 387 | 85 | 17.7 | $1.8M | 75 | 70 |
| Chiropractors | 44 | #230 of 386 | 22 | 4.6 | $2.2M | 92 | 14 |
| Pet stores | 44 | #243 of 382 | 10 | 2.1 | $3.7M | 83 | Under 3 |
| Pest control | 43 | #225 of 345 | 9 | 1.9 | $7.1M | 70 | 8 |
| Grocery stores | 43 | #248 of 387 | 36 | 7.5 | $7.5M | 81 | 15 |
| Funeral homes | 41 | #243 of 377 | 14 | 2.9 | $513K | 76 | 10 |
| Barbershops | 41 | #271 of 387 | 23 | 4.8 | $1.7M | 89 | Under 3 |
| Pizza | 40 | #270 of 387 | 41 | 8.5 | $3.9M | 77 | 95 |
| Primary care and pediatrics | 40 | #271 of 387 | 40 | 8.3 | $1.2M | 68 | 62 |
| Physical therapy | 37 | #297 of 386 | 26 | 5.4 | $1.9M | 77 | 19 |
| Fast food and sandwich shops | 33 | #298 of 387 | 102 | 21.3 | $1.6M | 51 | 95 |
| Laundromats | 29 | #309 of 364 | 10 | 2.1 | $8.1M | 65 | Under 3 |
| Pet businesses | 28 | #350 of 387 | 70 | 14.6 | $535K | 61 | 33 |
| Veterinarians | 26 | #350 of 384 | 25 | 5.2 | $1.5M | 55 | 19 |
| Pet grooming and boarding | 26 | #354 of 386 | 29 | 6.0 | $1.3M | 51 | 14 |
| Collision repair and body shops | Not scored | Not scored | 2 | 0.4 | $23.2M | Too few | 15 |
| Dry cleaners | Not scored | Not scored | 2 | 0.4 | $40.5M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.2 | Index only | Too few | 4 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.2 | $48.4M | Too few | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.2 | $28.2M | Too few | 4 |
Household spending in the Morristown 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 | $46.3M | $966 | 101 |
| Gasoline and other fuels | $151.6M | $3,162 | 122 |
| Food away from home | $159.9M | $3,335 | 82 |
| Groceries | $269.9M | $5,627 | 89 |
| Personal care products and services | $38.5M | $803 | 80 |
| Child care and other personal services | $17.2M | $359 | 62 |
| Memberships, classes and admissions | $28.2M | $588 | 60 |
| Medical and dental services | $48.4M | $1,008 | 78 |
| Pets | $37.5M | $781 | 86 |
| Clothing, shoes and related services | $80.9M | $1,687 | 82 |
| Vehicle insurance | $130.8M | $2,726 | 139 |
| Home repairs, maintenance and insurance | $124.1M | $2,588 | 86 |
| Lawn care, cleaning and other household services | $64.1M | $1,337 | 95 |
| Rent and homeowner costs | $665.9M | $13,884 | 83 |
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 Morristown metro area
- Population, 2025 estimate
- 128,867+7.9% since 2020
- Households
- 47,963
- Median age
- 42.5
- Homes lived in by their owners
- 73%
- Vehicles per household
- 2.0
- Land area
- 436 sq. mi.
- People per square mile
- 281
- Median household income
- $60,553
- Average household income
- $82,265
- Median home value
- $218,100
- Jobs located here
- 47,715
- Daytime population
- 119,291Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Morristown 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 Morristown 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 Morristown metro area 2
- Hamblen County, TN65,669 people
- Jefferson County, TN56,864 people
Other markets based in Tennessee 12
- Nashville-Davidson–Murfreesboro–Franklin, TN metro area2,079,596 people
- Memphis, TN-MS-AR metro area1,341,924 people
- Knoxville, TN metro area932,241 people
- Chattanooga, TN-GA metro area575,812 people
- Clarksville, TN-KY metro area334,564 people
- Kingsport-Bristol, TN-VA metro area310,842 people
- Johnson City, TN metro area210,729 people
- Jackson, TN metro area181,719 people
- Cleveland, TN metro area128,963 people
- Cookeville, TN area145,812 people
- Sevierville, TN area99,652 people
- Greeneville, TN area71,628 people
Questions
How fast is the Morristown, TN metro area growing?
Population estimates put the Morristown metro area at 128,867 people in 2025, up 7.9% since 2020, faster than the U.S. (+3.1%). It has 47,963 households.
How much do households in the Morristown, TN metro area spend?
Households in the Morristown metro area spend about $665.9M a year on rent and homeowner costs, $269.9M on groceries and $159.9M on food away from home. Relative to the U.S., household spending in the Morristown metro area runs highest on vehicle insurance (an index of 139, where 100 is the U.S. average) and lowest on memberships, classes and admissions (60).
Which business types have the highest market scores in the Morristown, TN metro area?
Of the business types scored in the Morristown metro area, insurance agencies (86), house cleaning businesses (80) and auto repair shops (73) have the highest Groundwork market scores. For insurance agencies, that ranks #18 of 387 scored metro areas.
How does the Morristown, TN metro area compare with the U.S.?
Median household income in the Morristown metro area is $60,553, 25% below the U.S. median of $80,734. The population rose 7.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $218,100, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (67% above the U.S. rate) and lowest for real estate businesses (42% 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. 51 of the 56 business types have a score in the Morristown 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 Morristown 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.
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Screening a site or an acquisition in the Morristown 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 Morristown 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.