Beauty and personal care · County · New Mexico
Nail salons in Santa Fe County, NM
How Santa Fe 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 75 out of 100: High
Ranked #84 of 1,328 scored counties
#3 of 11 scored counties in New Mexico
- Listings
- 24
- 12 chain locations (50%)
- Official establishments
- 8
- Businesses with payroll, 2023
- Household spending a year
- $72.4M
- On personal care products and services · $1,022 a household
- Spending per listing
- $3M
- 80% above the U.S.
- Listings per 10k households
- 3.4
- 43% below the U.S.
- Population, 2025
- 156,907
- +1.2% since 2020
See the nail salons around any address in Santa Fe 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 Santa Fe 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
The Groundwork market score for nail salons in Santa Fe County is 75 (high), #84 of 1,328 scored counties and #3 of 11 scored counties in New Mexico. That puts it in the top 10% of counties for nail salons.
As of September 2026, map listings count 24 nail salons in Santa Fe County. 12 of them (50%) are chain locations, against 27% across the U.S. Per 10,000 households, that is 3.4, 43% below the U.S. rate of 6.0.
Household spending on personal care products and services in Santa Fe County comes to about $72.4M a year: $1,022 per household, 2% above the U.S. average. Spread across 24 nail salons, that is $3M per salon, 80% above the U.S. figure of $1.7M. That spending covers all personal care products and services, which nail salons share with other businesses in the trade.
Official counts show 8 businesses with payroll classed as nail salons in Santa Fe County in 2023. That is one for every 8,846 households, against one for every 3,754 across the U.S. Population estimates show Santa Fe County grew 1.2% from 2020 to 2025, slower than the U.S. (+3.1%).
How Santa Fe 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 | Santa Fe County | New Mexico | U.S. |
|---|---|---|---|
| Listings per 10k households | 3.4 | 4.4 | 6.0 |
| Spending per listing | $3M | $2.1M | $1.7M |
| Households per official establishment | 8,846 | 11,166 | 3,754 |
| Official establishment growth, 2019–2023 | n/a | +74.4% | +23.2% |
| Population growth, 2020–2025 | +1.2% | +0.3% | +3.1% |
| Spending per household on personal care products and services | $1,022 | $913 | $1,005 |
| Median household income | $79,071 | $64,059 | $80,734 |
| Groundwork market score | 75 | 49 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 5 → 8
- Employees, 2023
- 44
- Annual payroll, 2023
- $1.6M
- One-person businesses, 2023
- 33Businesses with no payroll
- Map listings, September 2026
- 2412 chain locations
- Listings at the U.S. rate for this spending
- 43The 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 Santa Fe 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 Santa Fe County
- Population, 2025 estimate
- 156,907+1.2% since 2020
- Households
- 70,767
- Median age
- 48.5
- Homes lived in by their owners
- 72%
- Vehicles per household
- 1.9
- Land area
- 1,910 sq. mi.
- People per square mile
- 82
- Median household income
- $79,071+29.2% vs. 2015–2019, before inflation
- Average household income
- $111,955
- Median home value
- $446,300
- Jobs located here
- 64,012
- Daytime population
- 157,387Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Santa Fe 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 Santa Fe 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 Santa Fe 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 Santa Fe 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 spas48
- Hair salons56
- Barbershops77
- Nail salons75
- Spas and skin care38
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many nail salons are in Santa Fe County, NM?
Santa Fe County has 24 nail salons on map listings as of September 2026. 12 of them (50%) are chain locations. The listings count nail salons. Official counts show 8 businesses with payroll classed as nail salons in 2023. Another 33 one-person businesses have no payroll, by official counts.
How much do households in Santa Fe County, NM spend on personal care products and services?
About $72.4M a year, or $1,022 per household. That is 2% above the U.S. average (an index of 102, where 100 is the U.S. average). Spread across the 24 nail salons on map listings, it comes to $3M per salon. The spending figure covers all personal care products and services, not only nail salons. It is estimated from the incomes of the 70,767 households in Santa Fe County and national spending patterns by income.
How does Santa Fe County, NM compare with the U.S. for nail salons?
Santa Fe County has 3.4 nail salons per 10,000 households, 43% below the U.S. rate of 6.0. Spending per salon is $3M, 80% above the U.S. figure of $1.7M. At the national ratio of nail salons to household spending, Santa Fe County would have about 43, against 24 on map listings. There is one business with payroll in the industry for every 8,846 households, against one for every 3,754 across the U.S.
How fast is Santa Fe County, NM growing?
Population estimates put Santa Fe County at 156,907 people in 2025, up 1.2% since 2020, slower than the U.S. (+3.1%). It has 70,767 households. The median household income in Santa Fe County is $79,071 a year, 2% below the U.S. median of $80,734. That rose 29.2% 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. 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. Santa Fe County scores 75 for nail salons (high), #84 of 1,328 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Santa Fe 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 Santa Fe County
Screening a site or an acquisition in Santa Fe 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 Santa Fe 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.