Beauty and personal care · County · New Mexico
Nail salons in Otero County, NM
How Otero County, NM compares with other counties and the U.S. for nail salons: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 44 out of 100: Lower middle
Ranked #864 of 1,328 scored counties
#9 of 11 scored counties in New Mexico
- Listings
- 13
- 4 chain locations (31%)
- Official establishments
- n/a
- Fewer than 3, or not published
- Household spending a year
- $20.9M
- On personal care products and services · $853 a household
- Spending per listing
- $1.6M
- 4% below the U.S.
- Listings per 10k households
- 5.3
- 12% below the U.S.
- Population, 2025
- 70,368
- +3.7% since 2020
See the nail salons around any address in Otero County
The site report maps the nail 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 works out to $1.6M per salon, 4% below the U.S. figure of $1.7M. The spending figure covers all personal care products and services, not only nail salons.
Otero County has 13 nail salons on map listings as of September 2026. 4 of them (31%) are chain locations, against 27% across the U.S. That comes to 5.3 for every 10,000 households, 12% below the U.S. rate of 6.0.
Official counts don’t publish a figure for nail salons in Otero County, since they leave out counts under 3. Official counts list 36 one-person businesses without payroll.
Population estimates show Otero County grew 3.7% from 2020 to 2025, faster than the U.S. (+3.1%). Otero County scores 44 (lower middle) on the Groundwork market score for nail salons, ranking #864 of 1,328 scored counties and #9 of 11 scored counties in New Mexico.
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 nail 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 | 5.3 | 4.4 | 6.0 |
| Spending per listing | $1.6M | $2.1M | $1.7M |
| Households per official establishment | n/a | 11,166 | 3,754 |
| Official establishment growth, 2019–2023 | n/a | +74.4% | +23.2% |
| 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 | 44 | 49 |
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
- 36Businesses with no payroll
- Map listings, September 2026
- 134 chain locations
- Listings at the U.S. rate for this spending
- 13The 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 nail 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 nail 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 cardNail salons across New Mexico
Every New Mexico market ranked →The highest-scoring counties in New Mexico for nail 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 | 85 | 20 | 3.5 | $3M | +6.9% | #21 of 1,328 |
| 2Valencia County, NM | 75 | 7 | 2.5 | $3.4M | +7.2% | #83 of 1,328 |
| 3Santa Fe County, NM | 75 | 24 | 3.4 | $3M | +1.2% | #84 of 1,328 |
| 4Doña Ana County, NM | 66 | 37 | 4.4 | $1.9M | +4.1% | #249 of 1,328 |
| 5Eddy County, NM | 54 | 14 | 5.9 | $1.7M | +0.3% | #568 of 1,328 |
| 6Bernalillo County, NM | 49 | 162 | 5.7 | $1.7M | −1.4% | #736 of 1,328 |
| 7San Juan County, NM | 47 | 16 | 3.8 | $2.2M | −0.9% | #773 of 1,328 |
| 8Chaves County, NM | 44 | 8 | 3.4 | $2.4M | −2.7% | #852 of 1,328 |
| 9Otero County, NM | 44 | 13 | 5.3 | $1.6M | +3.7% | #864 of 1,328 |
| 10Lea County, NM | 43 | 18 | 7.3 | $1.3M | +0.2% | #895 of 1,328 |
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 nail salons are in Otero County, NM?
Map listings as of September 2026 show 13 nail salons in Otero County. 4 of them (31%) are chain locations. The listings count nail salons. No official count is published for nail salons in Otero County: counts under 3 are left out. Official counts also show 36 one-person businesses without payroll.
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 13 nail salons on map listings, it comes to $1.6M per salon. That spending covers all personal care products and services, which nail 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 nail salons?
Otero County has 5.3 nail salons per 10,000 households, 12% below the U.S. rate of 6.0. Spending per salon is $1.6M, 4% below the U.S. figure of $1.7M. The count on map listings matches the U.S. ratio of nail salons to household spending.
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 44 for nail salons (lower middle), #864 of 1,328 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 nail 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 nail 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.