Small-town market profile · Arizona
Payson, AZ area market data
How the Payson area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 53,801
- +0.9% since 2020
- Households
- 23,645
- Median household income
- $61,986
- +42.4% vs. 2015–2019, before inflation
- Median home value
- $269,400
- Jobs located here
- 13,608
- Highest market score
- 87
- Funeral homes, #11 of 365 scored small-town markets
A site report maps the competitors on map listings around any address in the Payson area by name and distance, and the households and spending within reach. Or open the report at the center of the Payson 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 Payson area has an estimated 53,801 people and 23,645 households. Population estimates put the population change in the Payson area from 2020 to 2025 at +0.9%, slower than the U.S. (+3.1%). Median household income in the Payson area is $61,986, 23% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 42.4%, before inflation.
Relative to the U.S., household spending in the Payson area runs highest on vehicle maintenance and repairs (an index of 106, where 100 is the U.S. average) and lowest on clothing, shoes and related services (76).
Of the business types scored in the Payson area, funeral homes (87); salons, barbers and spas (75); and auto repair and car care businesses (75) have the highest Groundwork market scores. For funeral homes, that ranks #11 of 365 scored small-town markets.
The Payson area is made up of one county, Gila County. Against the U.S., map listings per household run highest for gas stations (51% above the U.S. rate) and lowest for clothing and shoe stores (64% below the U.S. rate).
All 56 business types in the Payson area
Highest Groundwork market score first. Each score compares the Payson 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 |
|---|---|---|---|---|---|---|---|
| Funeral homes | 87 | #11 of 365 | 5 | 2.1 | $914K | 135 | Under 3 |
| Salons, barbers and spas | 75 | #24 of 538 | 59 | 25.0 | $350K | 164 | 8 |
| Auto repair and car care | 75 | #44 of 538 | 73 | 30.9 | $327K | 122 | 26 |
| Martial arts and dance studios | 73 | #34 of 378 | 7 | 3.0 | $2.8M | 137 | Under 3 |
| Hair salons | 73 | #36 of 538 | 34 | 14.4 | $607K | 141 | 6 |
| Chiropractors | 72 | #32 of 426 | 6 | 2.5 | $4.4M | 185 | 5 |
| Auto repair shops | 71 | #71 of 538 | 47 | 19.9 | $508K | 114 | 17 |
| Grocery stores | 70 | #70 of 506 | 10 | 4.2 | $13.1M | 141 | 7 |
| Clothing, shoes and laundry | 70 | #93 of 536 | 21 | 8.9 | $1.8M | 199 | 3 |
| Clothing and shoe stores | 69 | #106 of 536 | 14 | 5.9 | $2.6M | 207 | 3 |
| Pet stores | 68 | #40 of 220 | 5 | 2.1 | $3.9M | 86 | Under 3 |
| Pet businesses | 68 | #72 of 527 | 27 | 11.4 | $717K | 82 | 7 |
| Grocery and convenience stores | 68 | #101 of 538 | 41 | 17.3 | $3.2M | 94 | 8 |
| Pet grooming and boarding | 67 | #67 of 387 | 9 | 3.8 | $2.2M | 85 | Under 3 |
| Optometrists and eye care | 67 | #71 of 400 | 6 | 2.5 | $4.4M | 142 | Under 3 |
| Bakeries and dessert shops | 63 | #110 of 507 | 13 | 5.5 | $6.1M | 147 | 10 |
| Spas and skin care | 63 | #116 of 504 | 13 | 5.5 | $1.6M | 181 | Under 3 |
| Yoga, Pilates and fitness studios | 62 | #25 of 112 | 5 | 2.1 | $3.9M | 96 | Under 3 |
| Roofing and gutters | 62 | #71 of 288 | 5 | 2.1 | $11.7M | 138 | 4 |
| Barbershops | 62 | #115 of 377 | 8 | 3.4 | $2.6M | 137 | Under 3 |
| Gyms, studios and classes | 61 | #139 of 535 | 30 | 12.7 | $646K | 98 | Under 3 |
| Pizza | 61 | #142 of 520 | 16 | 6.8 | $4.9M | 97 | 38 |
| Dentists and orthodontists | 60 | #165 of 526 | 18 | 7.6 | $1.5M | 150 | 13 |
| Collision repair and body shops | 59 | #116 of 387 | 9 | 3.8 | $2.7M | 86 | 5 |
| Lawn, cleaning and pest control | 59 | #151 of 481 | 14 | 5.9 | $1.9M | 116 | 20 |
| Gyms | 58 | #174 of 506 | 18 | 7.6 | $1.1M | 83 | Under 3 |
| Doctors, dentists and clinics | 58 | #187 of 538 | 122 | 51.6 | $218K | 143 | 58 |
| Fast food and sandwich shops | 56 | #223 of 537 | 30 | 12.7 | $2.6M | 86 | 38 |
| Insurance agencies | 54 | #228 of 537 | 33 | 14.0 | $1.3M | 107 | 18 |
| Veterinarians | 52 | #197 of 398 | 11 | 4.7 | $1.8M | 65 | 7 |
| Gas stations | 51 | #268 of 536 | 39 | 16.5 | $1.6M | 67 | 23 |
| Home repair trades | 49 | #281 of 526 | 24 | 10.2 | $2.4M | 100 | 41 |
| Tire shops | 47 | #237 of 431 | 12 | 5.1 | $2M | 80 | 6 |
| Coffee shops and cafes | 45 | #317 of 529 | 26 | 11.0 | $3M | 82 | 10 |
| Convenience stores | 45 | #329 of 529 | 25 | 10.6 | $5.2M | 66 | Under 3 |
| Restaurants and cafes | 42 | #354 of 538 | 235 | 99.4 | $337K | 91 | 105 |
| Primary care and pediatrics | 41 | #305 of 458 | 16 | 6.8 | $1.7M | 93 | 40 |
| Pest control | 39 | #58 of 85 | 6 | 2.5 | $4.5M | 44 | 3 |
| HVAC and plumbing | 37 | #371 of 476 | 18 | 7.6 | $3.2M | 68 | 21 |
| Real estate | 36 | #448 of 536 | 87 | 36.8 | Index only | 101 | 44 |
| Real estate agents and brokers | 33 | #480 of 533 | 82 | 34.7 | Index only | 85 | 32 |
| Sit-down restaurants | 32 | #453 of 538 | 132 | 55.8 | $599K | 90 | 57 |
| Car washes and detailing | Not scored | Not scored | 4 | 1.7 | $6M | 237 | 3 |
| Child care and preschools | Not scored | Not scored | 4 | 1.7 | $3M | 295 | 6 |
| House cleaning | Not scored | Not scored | 4 | 1.7 | $6.8M | 106 | 6 |
| Landscaping and lawn care | Not scored | Not scored | 4 | 1.7 | $6.8M | 232 | 11 |
| Nail salons | Not scored | Not scored | 4 | 1.7 | $5.2M | 309 | Under 3 |
| Physical therapy | Not scored | Not scored | 4 | 1.7 | $6.7M | 277 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 1.3 | $12.3M | 98 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 3 | 1.3 | Index only | 324 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.3 | $8M | 58 | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.4 | $36.8M | Too few | Under 3 |
| Electricians | Not scored | Not scored | 1 | 0.4 | $58.5M | Too few | 16 |
| Home inspectors | Not scored | Not scored | 1 | 0.4 | Index only | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 0.4 | Index only | Too few | 5 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.4 | $26.6M | Too few | Under 3 |
Household spending in the Payson 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 | $23.9M | $1,011 | 106 |
| Gasoline and other fuels | $62.4M | $2,641 | 102 |
| Food away from home | $79.1M | $3,345 | 82 |
| Groceries | $130.7M | $5,529 | 88 |
| Personal care products and services | $20.6M | $872 | 87 |
| Child care and other personal services | $11.8M | $501 | 86 |
| Memberships, classes and admissions | $19.4M | $820 | 83 |
| Medical and dental services | $26.6M | $1,126 | 87 |
| Pets | $19.4M | $819 | 90 |
| Clothing, shoes and related services | $36.8M | $1,558 | 76 |
| Vehicle insurance | $44.4M | $1,878 | 96 |
| Home repairs, maintenance and insurance | $58.5M | $2,473 | 82 |
| Lawn care, cleaning and other household services | $27.2M | $1,148 | 81 |
| Rent and homeowner costs | $379.5M | $16,050 | 96 |
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 Payson area
- Population, 2025 estimate
- 53,801+0.9% since 2020
- Households
- 23,645
- Median age
- 49.8
- Homes lived in by their owners
- 78%
- Vehicles per household
- 1.9
- Land area
- 4,758 sq. mi.
- People per square mile
- 11
- Median household income
- $61,986+42.4% vs. 2015–2019, before inflation
- Average household income
- $79,972
- Median home value
- $269,400
- Jobs located here
- 13,608
- Daytime population
- 48,361Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Payson 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 Payson 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 Payson area 1
- Gila County, AZ53,795 people
Other markets based in Arizona 10
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- Yuma, AZ metro area211,741 people
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- Sierra Vista-Douglas, AZ metro area125,566 people
- Show Low, AZ area108,415 people
- Nogales, AZ area48,926 people
- Safford, AZ area39,232 people
Questions
How fast is the Payson, AZ area growing?
Population estimates put the Payson area at 53,801 people in 2025, up 0.9% since 2020, slower than the U.S. (+3.1%). It has 23,645 households. Median household income rose 42.4% from the 2015–2019 survey, before inflation.
How much do households in the Payson, AZ area spend?
Households in the Payson area spend about $379.5M a year on rent and homeowner costs, $130.7M on groceries and $79.1M on food away from home. Set against the U.S., households in the Payson area spend the most on vehicle maintenance and repairs (an index of 106, where 100 is the U.S. average) and the least on clothing, shoes and related services (76).
Which business types have the highest market scores in the Payson, AZ area?
The highest Groundwork market scores in the Payson area are for funeral homes (87); salons, barbers and spas (75); and auto repair and car care businesses (75). The Payson area ranks #11 of 365 scored small-town markets for funeral homes.
How does the Payson, AZ area compare with the U.S.?
The median household income in the Payson area is $61,986 a year, 23% below the U.S. median of $80,734. The population rose 0.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $269,400, against $332,700 for the U.S. For its number of households, the Payson area has the most map listings, relative to the U.S., for gas stations (51% above the U.S. rate) and the fewest for clothing and shoe stores (64% 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. 42 of the 56 business types have a score in the Payson 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 Payson 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.
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Screening a site or an acquisition in the Payson 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 Payson 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.