Small-town market profile · Texas
Athens, TX area market data
How the Athens area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 88,595
- +7.5% since 2020
- Households
- 33,575
- Median household income
- $65,179
- +37.6% vs. 2015–2019, before inflation
- Median home value
- $211,300
- Jobs located here
- 19,641
- Highest market score
- 88
- Insurance agencies, #21 of 537 scored small-town markets
A site report maps the competitors on map listings around any address in the Athens area by name and distance, and the households and spending within reach. Or open the report at the center of the Athens 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 Athens area has an estimated 88,595 people and 33,575 households. Between 2020 and 2025, the population of the Athens area grew 7.5%, faster than the U.S. (+3.1%). Median household income in the Athens area is $65,179, 19% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 37.6%, before inflation.
Relative to the U.S., household spending in the Athens area runs highest on vehicle insurance (an index of 134, where 100 is the U.S. average) and lowest on memberships, classes and admissions (64).
Of the business types scored in the Athens area, insurance agencies (88), pet stores (87) and house cleaning businesses (83) have the highest Groundwork market scores. For insurance agencies, that ranks #21 of 537 scored small-town markets.
The Athens area is made up of one county, Henderson County. Against the U.S., map listings per household run highest for gas stations (2.1 times the U.S. rate) and lowest for physical therapy clinics (44% below the U.S. rate).
All 56 business types in the Athens area
Highest Groundwork market score first. Each score compares the Athens 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 | 88 | #21 of 537 | 39 | 11.6 | $2.3M | 180 | 23 |
| Pet stores | 87 | #7 of 220 | 6 | 1.8 | $4.6M | 102 | Under 3 |
| House cleaning | 83 | #7 of 142 | 8 | 2.4 | $5.8M | 90 | 3 |
| Laundromats | 81 | #8 of 150 | 5 | 1.5 | $11.8M | 94 | Under 3 |
| Funeral homes | 81 | #25 of 365 | 9 | 2.7 | $642K | 95 | 8 |
| Electricians | 78 | #7 of 295 | 6 | 1.8 | $15M | 125 | 21 |
| Pet grooming and boarding | 78 | #24 of 387 | 15 | 4.5 | $1.8M | 72 | 4 |
| Physical therapy | 77 | #29 of 400 | 10 | 3.0 | $3.5M | 145 | 6 |
| Martial arts and dance studios | 76 | #20 of 378 | 7 | 2.1 | $3M | 150 | Under 3 |
| Chiropractors | 75 | #22 of 426 | 12 | 3.6 | $2.9M | 121 | 4 |
| Child care and preschools | 71 | #71 of 454 | 16 | 4.8 | $828K | 83 | 12 |
| Veterinarians | 70 | #65 of 398 | 14 | 4.2 | $2M | 73 | 9 |
| Doctors, dentists and clinics | 70 | #90 of 538 | 173 | 51.5 | $202K | 132 | 54 |
| Grocery stores | 69 | #82 of 506 | 24 | 7.1 | $8.1M | 87 | 10 |
| Pet businesses | 68 | #74 of 527 | 43 | 12.8 | $644K | 73 | 13 |
| Primary care and pediatrics | 68 | #94 of 458 | 15 | 4.5 | $2.3M | 131 | 30 |
| Lawn, cleaning and pest control | 66 | #96 of 481 | 37 | 11.0 | $1.2M | 74 | 26 |
| Optometrists and eye care | 64 | #95 of 400 | 11 | 3.3 | $3.2M | 101 | Under 3 |
| Gyms, studios and classes | 64 | #111 of 535 | 30 | 8.9 | $704K | 106 | 10 |
| Gas stations | 64 | #126 of 536 | 75 | 22.3 | $1.4M | 58 | 36 |
| Clothing, shoes and laundry | 64 | #147 of 536 | 61 | 18.2 | $964K | 110 | 17 |
| Clothing and shoe stores | 64 | #151 of 536 | 43 | 12.8 | $1.4M | 108 | 17 |
| Landscaping and lawn care | 63 | #108 of 399 | 27 | 8.0 | $1.7M | 58 | 18 |
| Dentists and orthodontists | 63 | #144 of 526 | 29 | 8.6 | $1.2M | 122 | 14 |
| Grocery and convenience stores | 62 | #159 of 538 | 70 | 20.8 | $2.8M | 81 | 24 |
| Hair salons | 61 | #148 of 538 | 75 | 22.3 | $372K | 87 | 5 |
| Coffee shops and cafes | 61 | #155 of 529 | 32 | 9.5 | $3.7M | 99 | 15 |
| Pizza | 59 | #160 of 520 | 26 | 7.7 | $4.5M | 88 | 68 |
| Salons, barbers and spas | 58 | #173 of 538 | 141 | 42.0 | $198K | 93 | 10 |
| Convenience stores | 57 | #212 of 529 | 33 | 9.8 | $5.9M | 74 | 14 |
| Barbershops | 56 | #158 of 377 | 15 | 4.5 | $1.9M | 99 | Under 3 |
| Tire shops | 56 | #174 of 431 | 22 | 6.6 | $1.4M | 58 | 5 |
| Auto repair shops | 56 | #213 of 538 | 97 | 28.9 | $327K | 74 | 23 |
| Roofing and gutters | 52 | #131 of 288 | 15 | 4.5 | $6M | 71 | 9 |
| Real estate | 52 | #247 of 536 | 89 | 26.5 | Index only | 124 | 37 |
| Auto repair and car care | 52 | #253 of 538 | 162 | 48.3 | $196K | 73 | 42 |
| Collision repair and body shops | 51 | #183 of 387 | 16 | 4.8 | $2M | 64 | 8 |
| Nail salons | 51 | #203 of 387 | 18 | 5.4 | $1.6M | 93 | Under 3 |
| Bakeries and dessert shops | 50 | #263 of 507 | 38 | 11.3 | $3.1M | 74 | 15 |
| Gyms | 49 | #268 of 506 | 21 | 6.3 | $1M | 77 | 10 |
| Restaurants and cafes | 48 | #282 of 538 | 365 | 108.7 | $320K | 86 | 152 |
| Car washes and detailing | 47 | #246 of 441 | 20 | 6.0 | $1.6M | 63 | 6 |
| Sit-down restaurants | 47 | #306 of 538 | 201 | 59.9 | $582K | 88 | 66 |
| Real estate agents and brokers | 47 | #310 of 533 | 84 | 25.0 | Index only | 105 | 24 |
| Spas and skin care | 46 | #302 of 504 | 33 | 9.8 | $847K | 97 | Under 3 |
| Home repair trades | 46 | #320 of 526 | 58 | 17.3 | $1.5M | 64 | 60 |
| HVAC and plumbing | 45 | #291 of 476 | 37 | 11.0 | $2.4M | 51 | 30 |
| Fast food and sandwich shops | 44 | #338 of 537 | 59 | 17.6 | $2M | 65 | 68 |
| Dry cleaners | Not scored | Not scored | 6 | 1.8 | $9.8M | 63 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 5 | 1.5 | $6.3M | 46 | 8 |
| Property management | Not scored | Not scored | 3 | 0.9 | Index only | 287 | 5 |
| Home inspectors | Not scored | Not scored | 2 | 0.6 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 0.6 | $23.1M | Too few | 5 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 0.6 | $10.6M | Too few | 10 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.3 | $34.9M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Athens 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 | $31.7M | $945 | 99 |
| Gasoline and other fuels | $103.5M | $3,083 | 119 |
| Food away from home | $116.9M | $3,482 | 86 |
| Groceries | $193.2M | $5,755 | 91 |
| Personal care products and services | $27.9M | $832 | 83 |
| Child care and other personal services | $13.3M | $395 | 68 |
| Memberships, classes and admissions | $21.1M | $629 | 64 |
| Medical and dental services | $34.9M | $1,039 | 81 |
| Pets | $27.7M | $824 | 91 |
| Clothing, shoes and related services | $58.8M | $1,752 | 85 |
| Vehicle insurance | $88.4M | $2,632 | 134 |
| Home repairs, maintenance and insurance | $89.8M | $2,675 | 89 |
| Lawn care, cleaning and other household services | $46.2M | $1,377 | 97 |
| Rent and homeowner costs | $479M | $14,267 | 86 |
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 Athens area
- Population, 2025 estimate
- 88,595+7.5% since 2020
- Households
- 33,575
- Median age
- 43.9
- Homes lived in by their owners
- 78%
- Vehicles per household
- 2.0
- Land area
- 874 sq. mi.
- People per square mile
- 97
- Median household income
- $65,179+37.6% vs. 2015–2019, before inflation
- Average household income
- $86,325
- Median home value
- $211,300
- Jobs located here
- 19,641
- Daytime population
- 73,197Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Athens 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 Athens 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 Athens area 1
- Henderson County, TX84,862 people
Other markets based in Texas 12
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Questions
How fast is the Athens, TX area growing?
Population estimates put the Athens area at 88,595 people in 2025, up 7.5% since 2020, faster than the U.S. (+3.1%). It has 33,575 households. Median household income rose 37.6% from the 2015–2019 survey, before inflation.
How much do households in the Athens, TX area spend?
Households in the Athens area spend about $479M a year on rent and homeowner costs, $193.2M on groceries and $116.9M on food away from home. Set against the U.S., households in the Athens area spend the most on vehicle insurance (an index of 134, where 100 is the U.S. average) and the least on memberships, classes and admissions (64).
Which business types have the highest market scores in the Athens, TX area?
The highest Groundwork market scores in the Athens area are for insurance agencies (88), pet stores (87) and house cleaning businesses (83). The Athens area ranks #21 of 537 scored small-town markets for insurance agencies.
How does the Athens, TX area compare with the U.S.?
The median household income in the Athens area is $65,179 a year, 19% below the U.S. median of $80,734. The population rose 7.5% from 2020 to 2025, against +3.1% for the U.S. The median home value is $211,300, against $332,700 for the U.S. For its number of households, the Athens area has the most map listings, relative to the U.S., for gas stations (2.1 times the U.S. rate) and the fewest for physical therapy clinics (44% 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. 48 of the 56 business types have a score in the Athens 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 Athens 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 Texas · Every U.S. market · How we measure
Screening a site or an acquisition in the Athens 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 Athens 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.