📊 Scranton-Wilkes-Barre, PA Market Demographics
Population
571,000
🟢 Census ACS 2023
Median Household Income
$54,500
🟢 ACS Table B19013
Median Age
44.5 yrs
🟢 ACS Table B01002
Unemployment Rate
5.8%
🟢 BLS LAUS
Homeownership Rate
67.5%
🟢 ACS Table B25003
📋 Market Analysis: Why Scranton for Franchising?
Income & purchasing power. Scranton's median household income of $54,500 is 27% below the national median of $75,149. Value-oriented franchise concepts (QSR, cleaning services, discount retail) tend to perform well in markets below the national income median, as franchisees can maintain lower operating costs while serving strong demand.
Labor market conditions. The unemployment rate in Scranton is 5.8%, 2.2pp above the national average of 3.6%. Higher unemployment can mean a larger available labor pool for franchise operators, but may also signal weaker consumer demand. Categories serving essential needs (automotive, healthcare, cleaning) tend to be more resilient.
Homeownership & service demand. At 67.5%, homeownership in Scranton is 2.3pp above the national rate of 65.2%. Homeownership near the national average supports moderate demand across both home services and consumer-facing franchise categories.
Top opportunity: Pet Services. With a Penetration Index of 45 (55% below the national average), Pet Services has the highest Opportunity Score of 75/100 in Scranton. The market has an estimated 18 existing units versus 40 expected based on population — a gap of roughly 22 units that represents white-space opportunity for new entrants.
How Scranton compares. Demographically similar metro areas include Chattanooga, Augusta, Spokane. Comparing franchise penetration across peer markets can reveal whether Scranton's opportunity gaps are local (untapped demand) or structural (category fit for the region). Explore each peer market for side-by-side franchise category analysis.
#1
🐾
Pet Services
Pet grooming, boarding, training, veterinary, and specialty pet care franchises
75
Opportunity
Score
🟡 Estimated
Penetration Index
45
55% below avg
Est. Units (Scranton)
18
vs 40 expected
Avg Investment
$120,000–$350,000
typical range
54% below peer-market average — 18 estimated units vs 40 expected for a market of 0.6M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from APPA + FDD Item 20 disclosures
Full Analysis — All 10 Categories in Scranton →
#2
👴
Senior Care
In-home care, assisted living placement, and senior enrichment franchises
75
Opportunity
Score
🟡 Estimated
Penetration Index
45
55% below avg
Est. Units (Scranton)
13
vs 29 expected
Avg Investment
$90,000–$250,000
typical range
54% below peer-market average — 13 estimated units vs 29 expected for a market of 0.6M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from CMS CASPER + FDD Item 20 data
Full Analysis — All 10 Categories in Scranton →
#3
🍔
Fast Food / QSR
Quick-service restaurants including burgers, pizza, sandwiches, and ethnic fast food
74
Opportunity
Score
🟡 Estimated
Penetration Index
46
54% below avg
Est. Units (Scranton)
105
vs 228 expected
Avg Investment
$250,000–$800,000
typical range
54% below peer-market average — 105 estimated units vs 228 expected for a market of 0.6M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from FDD Item 20 + Census business patterns
Full Analysis — All 10 Categories in Scranton →
#4
☕
Coffee & Beverages
Coffee shops, juice bars, tea houses, and specialty beverage franchises
74
Opportunity
Score
🟡 Estimated
Penetration Index
46
54% below avg
Est. Units (Scranton)
47
vs 103 expected
Avg Investment
$150,000–$500,000
typical range
54% below peer-market average — 47 estimated units vs 103 expected for a market of 0.6M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from FDD disclosures + SBA franchise data
Full Analysis — All 10 Categories in Scranton →
#5
💪
Fitness & Wellness
Gyms, boutique fitness studios, yoga, martial arts, and wellness centers
74
Opportunity
Score
🟡 Estimated
Penetration Index
46
54% below avg
Est. Units (Scranton)
32
vs 69 expected
Avg Investment
$200,000–$600,000
typical range
54% below peer-market average — 32 estimated units vs 69 expected for a market of 0.6M (Source: FDD Item 20 estimates)
📊 Source: Unit counts from IFA membership data + FDD Item 20
Full Analysis — All 10 Categories in Scranton →
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📈 Peer Market Comparison — Similar Metro Areas
| Metro Area | Population | Median HHI |
|---|
| 📍 Scranton-Wilkes-Barre, PA (this market) | 571,000 | $54,500 |
| Chattanooga, TN-GA |
583,000 |
$56,500 |
| Augusta-Richmond County, GA-SC |
620,000 |
$55,200 |
| Spokane-Spokane Valley, WA |
594,000 |
$57,700 |
❓ Frequently Asked Questions
What are the best franchise categories to open in Scranton?
Based on our data analysis, the top franchise categories in Scranton by Opportunity Score are: 1. Pet Services (Score: 75/100), 2. Senior Care (Score: 75/100), 3. Fast Food / QSR (Score: 74/100), 4. Coffee & Beverages (Score: 74/100), 5. Fitness & Wellness (Score: 74/100). These scores are based on population demographics from US Census ACS 2023 and franchise unit count estimates from FDD Item 20 disclosures.
How many people live in the Scranton-Wilkes-Barre, PA metro area?
According to the US Census American Community Survey 2023 5-year estimates, the Scranton-Wilkes-Barre, PA metropolitan statistical area has a population of 571,000.
What is the median household income in Scranton?
The median household income in the Scranton-Wilkes-Barre, PA metro area is $54,500, according to US Census ACS 2023 estimates (ACS Table B19013).
How many Pet Services franchise units are in Scranton?
Based on FDD Item 20 disclosures and Census business pattern data, Scranton has an estimated 18 Pet Services franchise units, compared to 40 expected based on the metro's population. This gives a Penetration Index of 45 — indicating a potentially underserved market.
How does the Scranton market compare to similar metro areas for franchising?
Scranton has a population of 571,000 and median household income of $54,500, which is -27% below the national median. Comparable metro areas include Chattanooga, Augusta, Spokane. We recommend comparing opportunity scores across peer metros before selecting a territory, as penetration gaps vary significantly between demographically similar markets.
What factors should I consider before opening a franchise in Scranton?
Key factors include: (1) local income levels — Scranton's $54,500 median HHI determines which franchise price points the market supports, (2) category saturation — check the Penetration Index for your target category, (3) labor availability — the 5.8% unemployment rate affects staffing costs, and (4) real estate — homeownership at 67.5% influences both commercial lease availability and home services demand. Use our Territory Opportunity Finder for a complete category-by-category analysis.
📚 Data Sources & Methodology
This analysis is based on:
- US Census American Community Survey 2023 (5-year estimates)
- Franchise Disclosure Documents (FDD Item 20) through 2024
- International Franchise Association (IFA) market data
How Opportunity Scores are calculated: Scores combine franchise category penetration (estimated from FDD Item 20 data),
local income levels, unemployment, and regional market factors. A score of 80+ indicates strong underpenetration;
50–79 indicates moderate opportunity; below 50 indicates a saturated or challenging market.
What "estimated" means: Unit counts marked 🟡 are derived from FDD disclosures for major franchisors
and Census business pattern data. They are directional estimates, not precise counts. Verify through individual FDD Item 20 research.
Disclaimer: This analysis is for informational purposes only.
It does not constitute investment advice. Past market data does not guarantee future franchise performance.
Full methodology →
Last updated: April 1, 2026 · Data: US Census ACS 2023 · FDD through 2024
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