County profile · Virginia
Franklin County, VA market data
Population, household spending and competition for 56 business types in Franklin County, each scored against other counties.
- Population, 2025
- 55,526
- +1.9% since 2020
- Households
- 22,999
- Median household income
- $68,849
- +22.4% vs. 2015–2019, before inflation
- Median home value
- $240,400
- Jobs located here
- 15,404
- Highest market score
- 78
- Coffee shops and cafes, #130 of 2,063 scored counties
A site report maps the competitors on map listings around any address in Franklin County by name and distance, and the households and spending within reach. Or open the report at the center of Franklin County. 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 55,526 people live in Franklin County, in 22,999 households. Population estimates put the population change in Franklin County from 2020 to 2025 at +1.9%, slower than the U.S. (+3.1%). The median household income in Franklin County is $68,849 a year, 15% below the U.S. median of $80,734. That rose 22.4% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Franklin County spend the most on vehicle insurance (an index of 152, where 100 is the U.S. average) and the least on memberships, classes and admissions (70).
The highest Groundwork market scores in Franklin County are for coffee shops and cafes (78), grocery stores (78) and child care centers and preschools (77). Franklin County ranks #130 of 2,063 scored counties for coffee shops and cafes.
Franklin County is part of the Roanoke metro area. For its number of households, Franklin County has the most map listings, relative to the U.S., for funeral homes (2.1 times the U.S. rate) and the fewest for clothing and shoe stores (60% below the U.S. rate).
All 56 business types in Franklin County
Highest Groundwork market score first. Each score compares Franklin County with other counties 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 counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Coffee shops and cafes | 78 | #130 of 2,063 | 11 | 4.8 | $7.6M | 204 | 5 |
| Grocery stores | 78 | #227 of 2,070 | 9 | 3.9 | $15M | 162 | 3 |
| Child care and preschools | 77 | #127 of 1,611 | 6 | 2.6 | $1.6M | 162 | 7 |
| Bakeries and dessert shops | 75 | #166 of 1,889 | 13 | 5.7 | $6.4M | 154 | 5 |
| Clothing and shoe stores | 75 | #232 of 2,087 | 15 | 6.5 | $2.8M | 219 | 5 |
| Insurance agencies | 75 | #336 of 2,272 | 31 | 13.5 | $2.2M | 176 | 18 |
| Fast food and sandwich shops | 72 | #310 of 2,222 | 22 | 9.6 | $3.8M | 124 | 28 |
| Clothing, shoes and laundry | 72 | #311 of 2,210 | 22 | 9.6 | $1.9M | 216 | 8 |
| Gas stations | 71 | #368 of 2,358 | 27 | 11.7 | $3M | 124 | 28 |
| Restaurants and cafes | 71 | #373 of 2,405 | 167 | 72.6 | $498K | 134 | 67 |
| Gyms, studios and classes | 68 | #305 of 2,088 | 17 | 7.4 | $926K | 140 | 6 |
| Dentists and orthodontists | 66 | #383 of 1,886 | 16 | 7.0 | $1.5M | 156 | 7 |
| Physical therapy | 64 | #340 of 1,422 | 8 | 3.5 | $3.1M | 128 | 4 |
| Veterinarians | 63 | #419 of 1,485 | 6 | 2.6 | $3.3M | 121 | 7 |
| Sit-down restaurants | 63 | #621 of 2,405 | 98 | 42.6 | $848K | 128 | 34 |
| Optometrists and eye care | 62 | #355 of 1,302 | 5 | 2.2 | $4.9M | 157 | Under 3 |
| Pet grooming and boarding | 62 | #419 of 1,461 | 7 | 3.0 | $2.8M | 110 | 5 |
| Tire shops | 62 | #479 of 1,530 | 11 | 4.8 | $2.3M | 90 | 3 |
| Gyms | 61 | #479 of 1,792 | 10 | 4.3 | $1.6M | 121 | 6 |
| Martial arts and dance studios | 60 | #369 of 1,334 | 6 | 2.6 | $2.6M | 130 | Under 3 |
| Pet businesses | 59 | #693 of 2,200 | 25 | 10.9 | $787K | 90 | 12 |
| Nail salons | 58 | #443 of 1,328 | 8 | 3.5 | $2.5M | 148 | Under 3 |
| Pizza | 58 | #733 of 2,090 | 21 | 9.1 | $4M | 78 | 28 |
| Primary care and pediatrics | 56 | #652 of 1,656 | 14 | 6.1 | $1.8M | 99 | 14 |
| Collision repair and body shops | 55 | #531 of 1,327 | 6 | 2.6 | $4.1M | 134 | 12 |
| Salons, barbers and spas | 55 | #896 of 2,385 | 75 | 32.6 | $264K | 124 | 13 |
| Mortgage brokers and lenders | 54 | #344 of 887 | 6 | 2.6 | Index only | 144 | Under 3 |
| Car washes and detailing | 52 | #680 of 1,451 | 10 | 4.3 | $2.5M | 99 | 5 |
| Home repair trades | 52 | #929 of 2,057 | 25 | 10.9 | $2.5M | 105 | 48 |
| Funeral homes | 51 | #688 of 1,472 | 10 | 4.3 | $390K | 58 | 5 |
| Chiropractors | 51 | #700 of 1,490 | 10 | 4.3 | $2.5M | 103 | 6 |
| Auto repair and car care | 51 | #1,167 of 2,401 | 81 | 35.2 | $307K | 114 | 53 |
| Lawn, cleaning and pest control | 50 | #847 of 1,771 | 19 | 8.3 | $1.7M | 103 | 57 |
| Hair salons | 50 | #1,179 of 2,339 | 45 | 19.6 | $441K | 102 | 10 |
| HVAC and plumbing | 49 | #887 of 1,707 | 13 | 5.7 | $4.9M | 103 | 28 |
| Spas and skin care | 49 | #914 of 1,769 | 17 | 7.4 | $1.2M | 133 | Under 3 |
| Landscaping and lawn care | 48 | #753 of 1,493 | 13 | 5.7 | $2.5M | 86 | 36 |
| Real estate agents and brokers | 48 | #1,163 of 2,176 | 46 | 20.0 | Index only | 135 | 20 |
| Real estate | 48 | #1,180 of 2,229 | 56 | 24.3 | Index only | 139 | 32 |
| Grocery and convenience stores | 48 | #1,284 of 2,402 | 46 | 20.0 | $2.9M | 87 | 20 |
| Auto repair shops | 45 | #1,429 of 2,378 | 55 | 23.9 | $451K | 102 | 40 |
| Doctors, dentists and clinics | 45 | #1,443 of 2,394 | 171 | 74.4 | $144K | 94 | 31 |
| Pet stores | 42 | #621 of 974 | 6 | 2.6 | $3.3M | 72 | Under 3 |
| Electricians | 40 | #828 of 1,160 | 8 | 3.5 | $7.9M | 66 | 17 |
| Convenience stores | 33 | #1,714 of 2,261 | 31 | 13.5 | $4.4M | 55 | 17 |
| Barbershops | Not scored | Not scored | 4 | 1.7 | $5M | 263 | Under 3 |
| Roofing and gutters | Not scored | Not scored | 4 | 1.7 | $15.9M | 188 | 3 |
| House cleaning | Not scored | Not scored | 3 | 1.3 | $10.9M | 171 | 16 |
| Pest control | Not scored | Not scored | 3 | 1.3 | $10.9M | 107 | 5 |
| Home inspectors | Not scored | Not scored | 2 | 0.9 | Index only | Too few | Under 3 |
| Property management | Not scored | Not scored | 2 | 0.9 | Index only | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.4 | $41.8M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 1 | 0.4 | $41.8M | Too few | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.4 | $24.6M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.4 | $15.7M | Too few | 6 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Franklin County
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 | $24.8M | $1,080 | 113 |
| Gasoline and other fuels | $79.8M | $3,471 | 134 |
| Food away from home | $83.1M | $3,615 | 89 |
| Groceries | $135.2M | $5,880 | 93 |
| Personal care products and services | $19.8M | $862 | 86 |
| Child care and other personal services | $9.7M | $424 | 73 |
| Memberships, classes and admissions | $15.7M | $685 | 70 |
| Medical and dental services | $24.6M | $1,068 | 83 |
| Pets | $19.7M | $856 | 94 |
| Clothing, shoes and related services | $41.8M | $1,816 | 88 |
| Vehicle insurance | $68.4M | $2,972 | 152 |
| Home repairs, maintenance and insurance | $63.6M | $2,764 | 92 |
| Lawn care, cleaning and other household services | $32.8M | $1,426 | 101 |
| Rent and homeowner costs | $337.4M | $14,668 | 88 |
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 Franklin County
- Population, 2025 estimate
- 55,526+1.9% since 2020
- Households
- 22,999
- Median age
- 47.0
- Homes lived in by their owners
- 78%
- Vehicles per household
- 2.2
- Land area
- 691 sq. mi.
- People per square mile
- 80
- Median household income
- $68,849+22.4% vs. 2015–2019, before inflation
- Average household income
- $93,658
- Median home value
- $240,400
- Jobs located here
- 15,404
- Daytime population
- 47,925Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Franklin County?
These figures cover the whole county. 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 Franklin County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Virginia 8
- Roanoke city, VA98,355 people
- Roanoke County, VA97,023 people
- Salem city, VA25,618 people
- Henry County, VA49,980 people
- Martinsville city, VA13,658 people
- Floyd County, VA15,593 people
- Bedford County, VA80,894 people
- Botetourt County, VA34,004 people
Questions
How fast is Franklin County, VA growing?
Population estimates put Franklin County at 55,526 people in 2025, up 1.9% since 2020, slower than the U.S. (+3.1%). It has 22,999 households. Against the 2015–2019 survey, median household income rose 22.4%, before inflation.
How much do households in Franklin County, VA spend?
Households in Franklin County spend about $337.4M a year on rent and homeowner costs, $135.2M on groceries and $83.1M on food away from home. Relative to the U.S., household spending in Franklin County runs highest on vehicle insurance (an index of 152, where 100 is the U.S. average) and lowest on memberships, classes and admissions (70).
Which business types have the highest market scores in Franklin County, VA?
Of the business types scored in Franklin County, coffee shops and cafes (78), grocery stores (78) and child care centers and preschools (77) have the highest Groundwork market scores. For coffee shops and cafes, that ranks #130 of 2,063 scored counties.
How does Franklin County, VA compare with the U.S.?
Median household income in Franklin County is $68,849, 15% below the U.S. median of $80,734. The population rose 1.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $240,400, against $332,700 for the U.S. Against the U.S., map listings per household run highest for funeral homes (2.1 times the U.S. rate) and lowest for clothing and shoe stores (60% 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. 45 of the 56 business types have a score in Franklin County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Franklin County. 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 Franklin County?
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 Franklin County. 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.