Beauty and personal care · Small-town market · New Mexico
Barbershops in the Española, NM area
How the Española, NM area compares with other small-town markets and the U.S. for barbershops: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 49 out of 100: Lower middle
Ranked #205 of 377 scored small-town markets
#3 of 8 scored small-town markets based in New Mexico
- Listings
- 6
- 0 chain locations (0%)
- Official establishments
- n/a
- Fewer than 3, or not published
- Household spending a year
- $13.5M
- On personal care products and services · $863 a household
- Spending per listing
- $2.3M
- 19% above the U.S.
- Listings per 10k households
- 3.8
- 28% below the U.S.
- Population, 2025
- 39,832
- −1.0% since 2020
See the barbershops around any address in the Española area
The site report maps the barbershops on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Española 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
Households in the Española area spend about $13.5M a year on personal care products and services, or $863 per household, 14% below the U.S. average. Spread across 6 barbershops, that is $2.3M per shop, 19% above the U.S. figure of $1.9M. The spending figure covers all personal care products and services, not only barbershops.
The Española area has 6 barbershops on map listings as of September 2026. None of them are chain locations, against 12% across the U.S. Per 10,000 households, that is 3.8, 28% below the U.S. rate of 5.3.
Official counts don’t publish a figure for barber shops in the Española area, since they leave out counts under 3. Official counts list 12 one-person businesses without payroll.
Population estimates put the population change in the Española area from 2020 to 2025 at −1.0%, against +3.1% for the U.S. For barbershops, the Española area has a Groundwork market score of 49 (lower middle): #205 of 377 scored small-town markets and #3 of 8 scored small-town markets based in New Mexico.
How the Española area compares
The same measures for New Mexico and the whole U.S. Spending per listing divides a year of household spending on all personal care products and services by the barbershops counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Española area | New Mexico | U.S. |
|---|---|---|---|
| Listings per 10k households | 3.8 | 5.1 | 5.3 |
| Spending per listing | $2.3M | $1.8M | $1.9M |
| Households per official establishment | n/a | 25,376 | 16,589 |
| Official establishment growth, 2019–2023 | n/a | n/a | +28.5% |
| Population growth, 2020–2025 | −1.0% | +0.3% | +3.1% |
| Spending per household on personal care products and services | $863 | $913 | $1,005 |
| Median household income | $57,155 | $64,059 | $80,734 |
| Groundwork market score | 49 | 36 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- n/a
- Employees, 2023
- n/a
- Annual payroll, 2023
- n/a
- One-person businesses, 2023
- 12Businesses with no payroll
- Map listings, September 2026
- 60 chain locations
- Listings at the U.S. rate for this spending
- 7The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as barber shops in the Española area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Española area
- Population, 2025 estimate
- 39,832−1.0% since 2020
- Households
- 15,647
- Median age
- 43.0
- Homes lived in by their owners
- 80%
- Vehicles per household
- 2.2
- Land area
- 5,861 sq. mi.
- People per square mile
- 7
- Median household income
- $57,155+43.1% vs. 2015–2019, before inflation
- Average household income
- $76,460
- Median home value
- $243,700
- Jobs located here
- 8,255
- Daytime population
- 39,363Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Española 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 barbershops on map listings by name and distance.
Or open the report at the center of the Española area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardBarbershops across New Mexico
Every New Mexico market ranked →The highest-scoring small-town markets in New Mexico for barbershops, numbered among those based in New Mexico, with the Española area marked.
Top small-town markets in New Mexico
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Carlsbad-Artesia, NM | 77 | 7 | 3.0 | $3.3M | +0.3% | #42 of 377 |
| 2Alamogordo, NM | 59 | 10 | 4.1 | $2.1M | +3.7% | #135 of 377 |
| 3Española, NM | 49 | 6 | 3.8 | $2.3M | −1.0% | #205 of 377 |
| 4Hobbs, NM | 40 | 17 | 6.9 | $1.4M | +0.2% | #253 of 377 |
| 5Roswell, NM | 32 | 11 | 4.6 | $1.8M | −2.7% | #299 of 377 |
| 6Silver City, NM | 23 | 6 | 5.3 | $1.5M | −3.4% | #332 of 377 |
| 7Clovis, NM | 16 | 23 | 8.8 | $936K | −3.3% | #348 of 377 |
| 8Gallup, NM | 13 | 14 | 6.6 | $1.2M | −6.1% | #353 of 377 |
Other business types in the Española area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
- Salons, barbers and spas74
- Hair salons66
- Barbershops49
- Nail salons
- Spas and skin care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many barbershops are in the Española, NM area?
Map listings as of September 2026 show 6 barbershops in the Española area. None of them are chain locations. The listings count barbershops. No official count is published for barber shops in the Española area: counts under 3 are left out. Official counts also show 12 one-person businesses without payroll.
How much do households in the Española, NM area spend on personal care products and services?
About $13.5M a year, or $863 per household. That is 14% below the U.S. average (an index of 86, where 100 is the U.S. average). Spread across the 6 barbershops on map listings, it comes to $2.3M per shop. That spending covers all personal care products and services, which barbershops share with other businesses in the trade. It is estimated from the incomes of the 15,647 households in the Española area and national spending patterns by income.
How does the Española, NM area compare with the U.S. for barbershops?
The Española area has 3.8 barbershops per 10,000 households, 28% below the U.S. rate of 5.3. Spending per shop is $2.3M, 19% above the U.S. figure of $1.9M. At the U.S. ratio of barbershops to household spending, the Española area would have about 7, against 6 on map listings.
How fast is the Española, NM area growing?
Population estimates put the Española area at 39,832 people in 2025, down 1.0% since 2020, against +3.1% for the U.S. It has 15,647 households. The median household income in the Española area is $57,155 a year, 29% below the U.S. median of $80,734. That rose 43.1% from the 2015–2019 survey, before inflation.
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. The Española area scores 49 for barbershops (lower middle), #205 of 377 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Española area. It maps the barbershops 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.
How the score works · Top markets for barbershops · All 56 business types in the Española area
Screening a site or an acquisition in the Española 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 Española 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.