Beauty and personal care · County · New Mexico
Hair salons in Otero County, NM
How Otero County, NM compares with other counties and the U.S. for hair salons: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 70 out of 100: Upper middle
Ranked #292 of 2,339 scored counties
#4 of 24 scored counties in New Mexico
- Listings
- 39
- 8 chain locations (21%)
- Official establishments
- 5
- Businesses with payroll, 2023
- Household spending a year
- $20.9M
- On personal care products and services · $853 a household
- Spending per listing
- $536K
- 24% above the U.S.
- Listings per 10k households
- 15.9
- 32% below the U.S.
- Population, 2025
- 70,368
- +3.7% since 2020
See the hair salons around any address in Otero County
The site report maps the hair salons 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 Otero 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
Households in Otero County spend about $20.9M a year on personal care products and services, or $853 per household, 15% below the U.S. average. That is about $536K of household spending for each salon on map listings, 24% above the U.S. figure of $430K. The spending figure covers all personal care products and services, not only hair salons.
Otero County has 39 hair salons on map listings as of September 2026. Of those, 8 are chain locations, or 21%, against 14% across the U.S. Per 10,000 households, that is 15.9, 32% below the U.S. rate of 23.4.
In 2023, official counts showed 5 businesses with payroll in Otero County classed as beauty salons. That is one for every 4,896 households, against one for every 1,535 across the U.S. Official counts also show 106 one-person businesses without payroll.
Between 2020 and 2025, the population of Otero County grew 3.7%, faster than the U.S. (+3.1%). Otero County scores 70 (upper middle) on the Groundwork market score for hair salons, ranking #292 of 2,339 scored counties and #4 of 24 scored counties in New Mexico. That puts it in the top quarter of counties.
How Otero County 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 hair salons 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 | Otero County | New Mexico | U.S. |
|---|---|---|---|
| Listings per 10k households | 15.9 | 17.2 | 23.4 |
| Spending per listing | $536K | $530K | $430K |
| Households per official establishment | 4,896 | 2,313 | 1,535 |
| Official establishment growth, 2019–2023 | n/a | +13.8% | +6.0% |
| Population growth, 2020–2025 | +3.7% | +0.3% | +3.1% |
| Spending per household on personal care products and services | $853 | $913 | $1,005 |
| Median household income | $55,876 | $64,059 | $80,734 |
| Groundwork market score | 70 | 59 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 4 → 5
- Employees, 2023
- 16
- Annual payroll, 2023
- $264K
- One-person businesses, 2023
- 106Businesses with no payroll
- Map listings, September 2026
- 398 chain locations
- Listings at the U.S. rate for this spending
- 49The 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 beauty salons in Otero County, 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 Otero County
- Population, 2025 estimate
- 70,368+3.7% since 2020
- Households
- 24,480
- Median age
- 38.8
- Homes lived in by their owners
- 67%
- Vehicles per household
- 1.9
- Land area
- 6,613 sq. mi.
- People per square mile
- 10
- Median household income
- $55,876+33.1% vs. 2015–2019, before inflation
- Average household income
- $74,572
- Median home value
- $162,700
- Jobs located here
- 16,220
- Daytime population
- 63,281Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Otero 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 hair salons on map listings by name and distance.
Or open the report at the center of Otero County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardHair salons across New Mexico
Every New Mexico market ranked →The highest-scoring counties in New Mexico for hair salons, numbered among those based in New Mexico, with Otero County marked.
Top counties in New Mexico
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Sandoval County, NM | 89 | 65 | 11.4 | $909K | +6.9% | #15 of 2,339 |
| 2Valencia County, NM | 74 | 42 | 15.2 | $570K | +7.2% | #185 of 2,339 |
| 3Lea County, NM | 71 | 41 | 16.6 | $561K | +0.2% | #263 of 2,339 |
| 4Otero County, NM | 70 | 39 | 15.9 | $536K | +3.7% | #292 of 2,339 |
| 5Los Alamos County, NM | 68 | 15 | 18.2 | $753K | 0.0% | #342 of 2,339 |
| 6Doña Ana County, NM | 66 | 131 | 15.4 | $550K | +4.1% | #422 of 2,339 |
| 7Taos County, NM | 64 | 25 | 16.1 | $545K | +0.3% | #492 of 2,339 |
| 8Rio Arriba County, NM | 63 | 10 | 6.4 | $1.4M | −1.0% | #514 of 2,339 |
| 9San Juan County, NM | 59 | 68 | 16.3 | $525K | −0.9% | #731 of 2,339 |
| 10Curry County, NM | 56 | 30 | 16.1 | $521K | −3.5% | #864 of 2,339 |
Other business types in Otero County
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 spas61
- Hair salons70
- Barbershops52
- Nail salons44
- Spas and skin care67
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many hair salons are in Otero County, NM?
Map listings as of September 2026 show 39 hair salons in Otero County. 8 of them (21%) are chain locations. The listings count hair and beauty salons. Official counts show 5 businesses with payroll classed as beauty salons in 2023. Another 106 one-person businesses have no payroll, by official counts.
How much do households in Otero County, NM spend on personal care products and services?
About $20.9M a year, or $853 per household. That is 15% below the U.S. average (an index of 85, where 100 is the U.S. average). Spread across the 39 hair salons on map listings, it comes to $536K per salon. That spending covers all personal care products and services, which hair salons share with other businesses in the trade. It is estimated from the incomes of the 24,480 households in Otero County and national spending patterns by income.
How does Otero County, NM compare with the U.S. for hair salons?
Otero County has 15.9 hair salons per 10,000 households, 32% below the U.S. rate of 23.4. Spending per salon is $536K, 24% above the U.S. figure of $430K. At the U.S. ratio of hair salons to household spending, Otero County would have about 49, against 39 on map listings. There is one business with payroll in the industry for every 4,896 households, against one for every 1,535 across the U.S.
How fast is Otero County, NM growing?
Population estimates put Otero County at 70,368 people in 2025, up 3.7% since 2020, faster than the U.S. (+3.1%). It has 24,480 households. Median household income in Otero County is $55,876, 31% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 33.1%, 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. 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. Otero County scores 70 for hair salons (upper middle), #292 of 2,339 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Otero County. It maps the hair salons 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 hair salons · All 56 business types in Otero County
Screening a site or an acquisition in Otero 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 Otero 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.