Florence is the center of the shoals area of the Tennessee Valley and is adjacent to the more well-known and colorfully named town of Muscle Shoals. The area is business friendly, and located here are several manufacturing industries, including aluminum, rubber, and steel, but the job base has declined from its strongest years. The Cost of living Index is low and home prices are attractive. Crime rates are low for the region.

Downtown Florence is typically Southern, attractive, and full of historic interest. The entertainment scene is diverse and is bolstered by its blues roots, brought to life by the W. C. Handy Blues Festival and several recording studios in Muscle Shoals; there is considerable cultural interest here for those who like traditional Southern culture with a mildly funky flair.

The town straddles the Tennessee River in a broad river valley, with low hills to the north and south. The climate is a mix of humid subtropical and continental types, with four seasons; long, warm humid summers; and mild but variable winters.