Small-town market profile · Tennessee
Winchester, TN area market data
Population, household spending and competition for 56 business types in the Winchester area, each scored against other small-town markets.
- Population, 2025
- 45,579
- +6.4% since 2020
- Households
- 17,445
- Median household income
- $63,494
- Median home value
- $236,900
- Jobs located here
- 10,501
- Highest market score
- 94
- Insurance agencies, #5 of 537 scored small-town markets
A site report maps the competitors on map listings around any address in the Winchester area by name and distance, and the households and spending within reach. Or open the report at the center of the Winchester 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 45,579 people live in the Winchester area, in 17,445 households. Between 2020 and 2025, the population of the Winchester area grew 6.4%, faster than the U.S. (+3.1%). The median household income in the Winchester area is $63,494 a year, 21% below the U.S. median of $80,734.
Set against the U.S., households in the Winchester area spend the most on vehicle insurance (an index of 142, where 100 is the U.S. average) and the least on memberships, classes and admissions (61).
The highest Groundwork market scores in the Winchester area are for insurance agencies (94), HVAC and plumbing companies (90) and pet businesses (87). The Winchester area ranks #5 of 537 scored small-town markets for insurance agencies.
The Winchester area is made up of one county, Franklin County. For its number of households, the Winchester area has the most map listings, relative to the U.S., for primary care and pediatric clinics (60% above the U.S. rate) and the fewest for clothing, shoe and laundry businesses (66% below the U.S. rate).
All 56 business types in the Winchester area
Highest Groundwork market score first. Each score compares the Winchester 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 |
|---|---|---|---|---|---|---|---|
| Insurance agencies | 94 | #5 of 537 | 17 | 9.7 | $2.9M | 228 | 9 |
| HVAC and plumbing | 90 | #4 of 476 | 5 | 2.9 | $9.2M | 194 | 8 |
| Pet businesses | 87 | #5 of 527 | 16 | 9.2 | $878K | 100 | 3 |
| Pizza | 85 | #6 of 520 | 7 | 4.0 | $8.5M | 167 | 22 |
| Auto repair shops | 85 | #9 of 538 | 27 | 15.5 | $642K | 144 | 9 |
| Veterinarians | 84 | #10 of 398 | 5 | 2.9 | $2.8M | 103 | Under 3 |
| Fast food and sandwich shops | 84 | #12 of 537 | 13 | 7.5 | $4.6M | 150 | 22 |
| Home repair trades | 83 | #5 of 526 | 15 | 8.6 | $3.1M | 127 | 17 |
| Auto repair and car care | 82 | #17 of 538 | 57 | 32.7 | $304K | 113 | 11 |
| Restaurants and cafes | 82 | #22 of 538 | 125 | 71.7 | $476K | 128 | 54 |
| Pet grooming and boarding | 81 | #13 of 387 | 5 | 2.9 | $2.8M | 110 | 3 |
| Clothing, shoes and laundry | 79 | #34 of 536 | 14 | 8.0 | $2.1M | 244 | 7 |
| Clothing and shoe stores | 77 | #39 of 536 | 10 | 5.7 | $3M | 237 | 7 |
| Roofing and gutters | 76 | #25 of 288 | 5 | 2.9 | $9.2M | 109 | Under 3 |
| Landscaping and lawn care | 76 | #35 of 399 | 7 | 4.0 | $3.4M | 116 | 14 |
| Collision repair and body shops | 74 | #44 of 387 | 5 | 2.9 | $3.5M | 112 | 4 |
| Sit-down restaurants | 74 | #51 of 538 | 74 | 42.4 | $804K | 121 | 23 |
| Salons, barbers and spas | 73 | #34 of 538 | 52 | 29.8 | $275K | 129 | 5 |
| Electricians | 72 | #21 of 295 | 5 | 2.9 | $9.2M | 77 | 9 |
| Real estate | 70 | #51 of 536 | 36 | 20.6 | Index only | 158 | 9 |
| Lawn, cleaning and pest control | 70 | #65 of 481 | 13 | 7.5 | $1.8M | 109 | 21 |
| Hair salons | 69 | #65 of 538 | 29 | 16.6 | $493K | 114 | 5 |
| Real estate agents and brokers | 68 | #63 of 533 | 30 | 17.2 | Index only | 150 | 5 |
| Gas stations | 67 | #98 of 536 | 24 | 13.8 | $2.4M | 99 | 36 |
| Bakeries and dessert shops | 66 | #83 of 507 | 11 | 6.3 | $5.4M | 131 | 8 |
| Funeral homes | 61 | #111 of 365 | 5 | 2.9 | $548K | 81 | 20 |
| Coffee shops and cafes | 61 | #154 of 529 | 15 | 8.6 | $4M | 107 | 8 |
| Convenience stores | 60 | #177 of 529 | 15 | 8.6 | $6.6M | 84 | 7 |
| Grocery and convenience stores | 60 | #178 of 538 | 34 | 19.5 | $2.9M | 86 | 14 |
| Physical therapy | 59 | #141 of 400 | 7 | 4.0 | $2.5M | 106 | 5 |
| Barbershops | 58 | #145 of 377 | 7 | 4.0 | $2M | 108 | Under 3 |
| Dentists and orthodontists | 57 | #204 of 526 | 12 | 6.9 | $1.5M | 151 | 13 |
| Spas and skin care | 56 | #189 of 504 | 13 | 7.5 | $1.1M | 125 | Under 3 |
| Car washes and detailing | 55 | #180 of 441 | 9 | 5.2 | $1.9M | 76 | Under 3 |
| Pest control | 54 | #39 of 85 | 6 | 3.4 | $4M | 39 | 3 |
| Gyms, studios and classes | 54 | #223 of 535 | 16 | 9.2 | $659K | 100 | 7 |
| Grocery stores | 52 | #254 of 506 | 16 | 9.2 | $6.2M | 67 | 7 |
| Doctors, dentists and clinics | 49 | #282 of 538 | 115 | 65.9 | $155K | 102 | 41 |
| Primary care and pediatrics | 44 | #291 of 458 | 20 | 11.5 | $892K | 50 | 17 |
| Gyms | 43 | #338 of 506 | 14 | 8.0 | $753K | 58 | 4 |
| Child care and preschools | Not scored | Not scored | 4 | 2.3 | $1.6M | 163 | 5 |
| Chiropractors | Not scored | Not scored | 4 | 2.3 | $4.5M | 186 | 3 |
| Optometrists and eye care | Not scored | Not scored | 4 | 2.3 | $4.5M | 142 | 3 |
| Pet stores | Not scored | Not scored | 4 | 2.3 | $3.5M | 78 | Under 3 |
| Nail salons | Not scored | Not scored | 3 | 1.7 | $4.8M | 285 | Under 3 |
| Property management | Not scored | Not scored | 3 | 1.7 | Index only | 147 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 1.7 | $5.8M | 231 | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 1.1 | Index only | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 2 | 1.1 | $5.3M | Too few | 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 1.1 | $8.7M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 0.6 | $30.1M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.6 | $17.8M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 4 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 4 |
Household spending in the Winchester 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 | $17.3M | $993 | 104 |
| Gasoline and other fuels | $56.7M | $3,250 | 125 |
| Food away from home | $59.5M | $3,410 | 84 |
| Groceries | $99.4M | $5,700 | 90 |
| Personal care products and services | $14.3M | $819 | 82 |
| Child care and other personal services | $6.5M | $374 | 64 |
| Memberships, classes and admissions | $10.5M | $604 | 61 |
| Medical and dental services | $17.8M | $1,022 | 79 |
| Pets | $14.1M | $806 | 89 |
| Clothing, shoes and related services | $30.1M | $1,725 | 84 |
| Vehicle insurance | $48.6M | $2,788 | 142 |
| Home repairs, maintenance and insurance | $46.2M | $2,649 | 88 |
| Lawn care, cleaning and other household services | $23.8M | $1,363 | 96 |
| Rent and homeowner costs | $245.8M | $14,090 | 85 |
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 Winchester area
- Population, 2025 estimate
- 45,579+6.4% since 2020
- Households
- 17,445
- Median age
- 42.4
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.1
- Land area
- 555 sq. mi.
- People per square mile
- 79
- Median household income
- $63,494
- Average household income
- $81,726
- Median home value
- $236,900
- Jobs located here
- 10,501
- Daytime population
- 36,269Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Winchester 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 Winchester 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 Winchester area 1
- Franklin County, TN43,990 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
- Morristown, TN metro area122,533 people
- Cookeville, TN area145,812 people
- Sevierville, TN area99,652 people
Questions
How fast is the Winchester, TN area growing?
Population estimates put the Winchester area at 45,579 people in 2025, up 6.4% since 2020, faster than the U.S. (+3.1%). It has 17,445 households.
How much do households in the Winchester, TN area spend?
Households in the Winchester area spend about $245.8M a year on rent and homeowner costs, $99.4M on groceries and $59.5M on food away from home. Relative to the U.S., household spending in the Winchester area runs highest on vehicle insurance (an index of 142, where 100 is the U.S. average) and lowest on memberships, classes and admissions (61).
Which business types have the highest market scores in the Winchester, TN area?
Of the business types scored in the Winchester area, insurance agencies (94), HVAC and plumbing companies (90) and pet businesses (87) have the highest Groundwork market scores. For insurance agencies, that ranks #5 of 537 scored small-town markets.
How does the Winchester, TN area compare with the U.S.?
Median household income in the Winchester area is $63,494, 21% below the U.S. median of $80,734. The population rose 6.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $236,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for primary care and pediatric clinics (60% above the U.S. rate) and lowest for clothing, shoe and laundry businesses (66% 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. 40 of the 56 business types have a score in the Winchester 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 Winchester 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 Tennessee · Every U.S. market · How we measure
Screening a site or an acquisition in the Winchester 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 Winchester 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.