Small-town market profile · New Mexico
Clovis, NM area market data
How the Clovis area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 65,270
- −3.3% since 2020
- Households
- 26,036
- Median household income
- $55,690
- Median home value
- $162,000
- Jobs located here
- 24,031
- Highest market score
- 64
- Mortgage brokers and lenders, #35 of 177 scored small-town markets
A site report maps the competitors on map listings around any address in the Clovis area by name and distance, and the households and spending within reach. Or open the report at the center of the Clovis 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 Clovis area has an estimated 65,270 people and 26,036 households. Between 2020 and 2025, the population of the Clovis area declined 3.3%, against +3.1% for the U.S. Median household income in the Clovis area is $55,690, 31% below the U.S. median of $80,734.
Relative to the U.S., household spending in the Clovis area runs highest on vehicle maintenance and repairs (an index of 102, where 100 is the U.S. average) and lowest on clothing, shoes and related services (72).
Of the business types scored in the Clovis area, mortgage brokers and lenders (64), hair salons (61) and pet businesses (60) have the highest Groundwork market scores. For mortgage brokers and lenders, that ranks #35 of 177 scored small-town markets.
The Clovis area takes in 2 counties: Curry County and Roosevelt County. Against the U.S., map listings per household run highest for electricians (2.2 times the U.S. rate) and lowest for medical and dental practices (49% below the U.S. rate).
All 56 business types in the Clovis area
Highest Groundwork market score first. Each score compares the Clovis 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 |
|---|---|---|---|---|---|---|---|
| Mortgage brokers and lenders | 64 | #35 of 177 | 5 | 1.9 | Index only | 206 | 3 |
| Hair salons | 61 | #135 of 538 | 38 | 14.6 | $567K | 132 | 6 |
| Pet businesses | 60 | #146 of 527 | 25 | 9.6 | $806K | 92 | 8 |
| Doctors, dentists and clinics | 59 | #178 of 538 | 112 | 43.0 | $249K | 163 | 45 |
| Optometrists and eye care | 58 | #132 of 400 | 5 | 1.9 | $5.6M | 178 | Under 3 |
| Collision repair and body shops | 57 | #133 of 387 | 6 | 2.3 | $4.2M | 137 | 7 |
| Grocery stores | 54 | #229 of 506 | 14 | 5.4 | $9.9M | 107 | 5 |
| Veterinarians | 53 | #175 of 398 | 8 | 3.1 | $2.5M | 93 | 8 |
| Pet grooming and boarding | 52 | #179 of 387 | 9 | 3.5 | $2.2M | 88 | Under 3 |
| Chiropractors | 52 | #195 of 426 | 10 | 3.8 | $2.8M | 117 | 6 |
| HVAC and plumbing | 49 | #245 of 476 | 10 | 3.8 | $6.1M | 127 | 19 |
| Pizza | 48 | #271 of 520 | 15 | 5.8 | $5.5M | 109 | 46 |
| Dentists and orthodontists | 48 | #274 of 526 | 21 | 8.1 | $1.3M | 135 | 14 |
| Primary care and pediatrics | 47 | #262 of 458 | 16 | 6.1 | $1.7M | 98 | 20 |
| Child care and preschools | 46 | #264 of 454 | 12 | 4.6 | $1M | 101 | 23 |
| Insurance agencies | 46 | #293 of 537 | 32 | 12.3 | $1.5M | 118 | 22 |
| Gyms | 45 | #309 of 506 | 17 | 6.5 | $1.1M | 87 | 7 |
| Landscaping and lawn care | 43 | #246 of 399 | 10 | 3.8 | $2.8M | 97 | 16 |
| Lawn, cleaning and pest control | 42 | #298 of 481 | 14 | 5.4 | $2M | 121 | 29 |
| Salons, barbers and spas | 40 | #390 of 538 | 98 | 37.6 | $220K | 103 | 13 |
| Martial arts and dance studios | 39 | #265 of 378 | 13 | 5.0 | $1.5M | 73 | 4 |
| Gyms, studios and classes | 39 | #395 of 535 | 31 | 11.9 | $621K | 94 | 11 |
| Property management | 37 | #140 of 180 | 10 | 3.8 | Index only | 72 | 10 |
| Grocery and convenience stores | 37 | #407 of 538 | 68 | 26.1 | $2M | 60 | 8 |
| Car washes and detailing | 36 | #329 of 441 | 12 | 4.6 | $2.1M | 84 | 6 |
| Real estate agents and brokers | 36 | #447 of 533 | 64 | 24.6 | Index only | 115 | 17 |
| Convenience stores | 35 | #415 of 529 | 38 | 14.6 | $3.7M | 47 | 3 |
| Nail salons | 34 | #305 of 387 | 13 | 5.0 | $1.7M | 99 | 5 |
| Fast food and sandwich shops | 34 | #414 of 537 | 36 | 13.8 | $2.3M | 75 | 46 |
| Tire shops | 33 | #341 of 431 | 16 | 6.1 | $1.6M | 63 | 6 |
| Real estate | 33 | #474 of 536 | 79 | 30.3 | Index only | 117 | 33 |
| Auto repair and car care | 32 | #436 of 538 | 116 | 44.6 | $218K | 81 | 45 |
| Spas and skin care | 31 | #433 of 504 | 21 | 8.1 | $1M | 117 | Under 3 |
| Gas stations | 31 | #451 of 536 | 44 | 16.9 | $1.5M | 64 | 34 |
| Restaurants and cafes | 30 | #455 of 538 | 253 | 97.2 | $327K | 88 | 110 |
| Auto repair shops | 30 | #462 of 538 | 78 | 30.0 | $325K | 73 | 29 |
| Roofing and gutters | 29 | #254 of 288 | 7 | 2.7 | $8.7M | 102 | 11 |
| Sit-down restaurants | 28 | #472 of 538 | 139 | 53.4 | $595K | 90 | 47 |
| Coffee shops and cafes | 25 | #498 of 529 | 28 | 10.8 | $3M | 80 | 15 |
| Home repair trades | 24 | #506 of 526 | 31 | 11.9 | $2M | 80 | 48 |
| Bakeries and dessert shops | 19 | #498 of 507 | 30 | 11.5 | $2.8M | 67 | 15 |
| Electricians | 18 | #291 of 295 | 14 | 5.4 | $4.3M | 36 | 18 |
| Barbershops | 16 | #348 of 377 | 23 | 8.8 | $936K | 50 | Under 3 |
| Clothing and shoe stores | 16 | #518 of 536 | 48 | 18.4 | $806K | 63 | 20 |
| Laundromats | 15 | #145 of 150 | 7 | 2.7 | $5.5M | 44 | 4 |
| Clothing, shoes and laundry | 13 | #525 of 536 | 62 | 23.8 | $624K | 71 | 28 |
| Funeral homes | Not scored | Not scored | 4 | 1.5 | $759K | 112 | Under 3 |
| Pet stores | Not scored | Not scored | 4 | 1.5 | $5M | 111 | Under 3 |
| Physical therapy | Not scored | Not scored | 4 | 1.5 | $7M | 290 | 5 |
| Dry cleaners | Not scored | Not scored | 2 | 0.8 | $19.4M | Too few | 4 |
| House cleaning | Not scored | Not scored | 2 | 0.8 | $14.2M | Too few | 13 |
| Pest control | Not scored | Not scored | 2 | 0.8 | $14.2M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.4 | $25.3M | Too few | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 1 | 0.4 | $19.3M | Too few | 7 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Clovis 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 | $25.3M | $973 | 102 |
| Gasoline and other fuels | $67.3M | $2,585 | 100 |
| Food away from home | $82.7M | $3,177 | 78 |
| Groceries | $139.3M | $5,350 | 85 |
| Personal care products and services | $21.5M | $827 | 82 |
| Child care and other personal services | $12.1M | $465 | 80 |
| Memberships, classes and admissions | $19.3M | $740 | 75 |
| Medical and dental services | $27.9M | $1,072 | 83 |
| Pets | $20.2M | $774 | 85 |
| Clothing, shoes and related services | $38.7M | $1,487 | 72 |
| Vehicle insurance | $47.6M | $1,827 | 93 |
| Home repairs, maintenance and insurance | $60.6M | $2,328 | 77 |
| Lawn care, cleaning and other household services | $28.4M | $1,089 | 77 |
| Rent and homeowner costs | $401M | $15,400 | 92 |
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 Clovis area
- Population, 2025 estimate
- 65,270−3.3% since 2020
- Households
- 26,036
- Median age
- 33.8
- Homes lived in by their owners
- 62%
- Vehicles per household
- 1.9
- Land area
- 3,852 sq. mi.
- People per square mile
- 17
- Median household income
- $55,690
- Average household income
- $72,535
- Median home value
- $162,000
- Jobs located here
- 24,031
- Daytime population
- 63,938Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Clovis 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 Clovis 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 Clovis area 2
- Curry County, NM47,638 people
- Roosevelt County, NM18,928 people
Other markets based in New Mexico 12
- Albuquerque, NM metro area921,482 people
- Las Cruces, NM metro area224,266 people
- Santa Fe, NM metro area156,105 people
- Farmington, NM metro area120,942 people
- Hobbs, NM area73,733 people
- Gallup, NM area70,431 people
- Alamogordo, NM area68,816 people
- Roswell, NM area64,217 people
- Carlsbad-Artesia, NM area61,105 people
- Española, NM area40,070 people
- Taos, NM area34,543 people
- Las Vegas, NM area30,999 people
Questions
How fast is the Clovis, NM area growing?
Population estimates put the Clovis area at 65,270 people in 2025, down 3.3% since 2020, against +3.1% for the U.S. It has 26,036 households.
How much do households in the Clovis, NM area spend?
Households in the Clovis area spend about $401M a year on rent and homeowner costs, $139.3M on groceries and $82.7M on food away from home. Set against the U.S., households in the Clovis area spend the most on vehicle maintenance and repairs (an index of 102, where 100 is the U.S. average) and the least on clothing, shoes and related services (72).
Which business types have the highest market scores in the Clovis, NM area?
The highest Groundwork market scores in the Clovis area are for mortgage brokers and lenders (64), hair salons (61) and pet businesses (60). The Clovis area ranks #35 of 177 scored small-town markets for mortgage brokers and lenders.
How does the Clovis, NM area compare with the U.S.?
The median household income in the Clovis area is $55,690 a year, 31% below the U.S. median of $80,734. The population fell 3.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $162,000, against $332,700 for the U.S. For its number of households, the Clovis area has the most map listings, relative to the U.S., for electricians (2.2 times the U.S. rate) and the fewest for medical and dental practices (49% 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. 46 of the 56 business types have a score in the Clovis 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 Clovis 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 Clovis 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 Clovis 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.