Small-town market profile · New Mexico
Deming, NM area market data
How the Deming area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 25,407
- −0.2% since 2020
- Households
- 9,223
- Median household income
- $36,419
- +24.0% vs. 2015–2019, before inflation
- Median home value
- $128,000
- Jobs located here
- 7,479
- Highest market score
- 67
- Auto repair shops, #92 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Deming area by name and distance, and the households and spending within reach. Or open the report at the center of the Deming 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 Deming area has an estimated 25,407 people and 9,223 households. Population estimates show the Deming area declined 0.2% from 2020 to 2025, against +3.1% for the U.S. Median household income in the Deming area is $36,419, 55% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 24.0%, before inflation.
Relative to the U.S., household spending in the Deming area runs highest on vehicle maintenance and repairs (an index of 101, where 100 is the U.S. average) and lowest on memberships, classes and admissions (58).
Of the business types scored in the Deming area, auto repair shops (67), real estate agents and brokers (65) and real estate businesses (65) have the highest Groundwork market scores. For auto repair shops, that ranks #92 of 538 scored small-town markets.
The Deming area is made up of one county, Luna County. Against the U.S., map listings per household run highest for primary care and pediatric clinics (2.4 times the U.S. rate) and lowest for real estate businesses (66% below the U.S. rate).
All 56 business types in the Deming area
Highest Groundwork market score first. Each score compares the Deming 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 |
|---|---|---|---|---|---|---|---|
| Auto repair shops | 67 | #92 of 538 | 17 | 18.4 | $525K | 118 | 7 |
| Real estate agents and brokers | 65 | #82 of 533 | 12 | 13.0 | Index only | 195 | 3 |
| Real estate | 65 | #86 of 536 | 12 | 13.0 | Index only | 246 | 7 |
| Insurance agencies | 64 | #147 of 537 | 10 | 10.8 | $1.7M | 138 | 5 |
| Gyms, studios and classes | 56 | #191 of 535 | 6 | 6.5 | $871K | 132 | 3 |
| Auto repair and car care | 51 | #259 of 538 | 35 | 37.9 | $255K | 95 | 14 |
| Grocery stores | 49 | #273 of 506 | 5 | 5.4 | $9M | 97 | 3 |
| Pet businesses | 48 | #301 of 527 | 9 | 9.8 | $670K | 76 | 3 |
| Clothing and shoe stores | 41 | #345 of 536 | 11 | 11.9 | $1.1M | 88 | 3 |
| Clothing, shoes and laundry | 40 | #363 of 536 | 16 | 17.3 | $767K | 87 | 3 |
| Dentists and orthodontists | 39 | #372 of 526 | 8 | 8.7 | $1.1M | 110 | 5 |
| Hair salons | 39 | #389 of 538 | 15 | 16.3 | $439K | 102 | Under 3 |
| Pizza | 36 | #398 of 520 | 6 | 6.5 | $4.1M | 81 | 18 |
| Tire shops | 35 | #333 of 431 | 5 | 5.4 | $1.8M | 71 | 3 |
| Fast food and sandwich shops | 35 | #407 of 537 | 10 | 10.8 | $2.5M | 81 | 18 |
| Doctors, dentists and clinics | 35 | #417 of 538 | 72 | 78.1 | $120K | 79 | 14 |
| Bakeries and dessert shops | 32 | #431 of 507 | 6 | 6.5 | $4.1M | 100 | Under 3 |
| Primary care and pediatrics | 31 | #371 of 458 | 16 | 17.3 | $541K | 30 | 6 |
| Restaurants and cafes | 31 | #454 of 538 | 87 | 94.3 | $285K | 77 | 35 |
| Gas stations | 31 | #457 of 536 | 21 | 22.8 | $1.1M | 48 | 11 |
| Salons, barbers and spas | 31 | #474 of 538 | 30 | 32.5 | $220K | 103 | Under 3 |
| Convenience stores | 30 | #437 of 529 | 10 | 10.8 | $4.5M | 57 | 3 |
| Car washes and detailing | 28 | #392 of 441 | 6 | 6.5 | $1.5M | 59 | Under 3 |
| Spas and skin care | 26 | #467 of 504 | 7 | 7.6 | $942K | 108 | Under 3 |
| Grocery and convenience stores | 26 | #474 of 538 | 23 | 24.9 | $2M | 58 | 6 |
| Sit-down restaurants | 26 | #494 of 538 | 56 | 60.7 | $443K | 67 | 15 |
| Coffee shops and cafes | 26 | #494 of 529 | 8 | 8.7 | $3.1M | 84 | Under 3 |
| Barbershops | Not scored | Not scored | 4 | 4.3 | $1.6M | 87 | Under 3 |
| Home repair trades | Not scored | Not scored | 4 | 4.3 | $4.7M | 194 | 12 |
| Nail salons | Not scored | Not scored | 4 | 4.3 | $1.6M | 99 | Under 3 |
| Gyms | Not scored | Not scored | 3 | 3.3 | $1.7M | 134 | 3 |
| HVAC and plumbing | Not scored | Not scored | 3 | 3.3 | $6.3M | 132 | 6 |
| Laundromats | Not scored | Not scored | 3 | 3.3 | $4.1M | 33 | Under 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 3 | 3.3 | $3M | 179 | 4 |
| Veterinarians | Not scored | Not scored | 3 | 3.3 | $2M | 74 | 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 2.2 | $4.5M | Too few | Under 3 |
| Funeral homes | Not scored | Not scored | 2 | 2.2 | $897K | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 2 | 2.2 | $4.3M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 2.2 | $4.5M | Too few | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 2 | 2.2 | $3M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 2 | 2.2 | $4.3M | Too few | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 2.2 | $2.6M | Too few | 3 |
| Child care and preschools | Not scored | Not scored | 1 | 1.1 | $3.2M | Too few | 11 |
| Chiropractors | Not scored | Not scored | 1 | 1.1 | $8.7M | Too few | Under 3 |
| Electricians | Not scored | Not scored | 1 | 1.1 | $18.9M | Too few | 6 |
| Landscaping and lawn care | Not scored | Not scored | 1 | 1.1 | $9M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 1 | 1.1 | $5.2M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 1.1 | $8.9M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 1 | 1.1 | $6M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 4 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Property management | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
| Roofing and gutters | 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 Deming 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 | $8.9M | $968 | 101 |
| Gasoline and other fuels | $24.1M | $2,613 | 101 |
| Food away from home | $24.8M | $2,691 | 66 |
| Groceries | $45M | $4,879 | 77 |
| Personal care products and services | $6.6M | $715 | 71 |
| Child care and other personal services | $3.2M | $343 | 59 |
| Memberships, classes and admissions | $5.2M | $567 | 58 |
| Medical and dental services | $8.7M | $939 | 73 |
| Pets | $6M | $654 | 72 |
| Clothing, shoes and related services | $12.3M | $1,330 | 65 |
| Vehicle insurance | $17.3M | $1,877 | 96 |
| Home repairs, maintenance and insurance | $18.9M | $2,044 | 68 |
| Lawn care, cleaning and other household services | $9M | $978 | 69 |
| Rent and homeowner costs | $127.7M | $13,846 | 83 |
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 Deming area
- Population, 2025 estimate
- 25,407−0.2% since 2020
- Households
- 9,223
- Median age
- 37.5
- Homes lived in by their owners
- 71%
- Vehicles per household
- 1.9
- Land area
- 2,965 sq. mi.
- People per square mile
- 9
- Median household income
- $36,419+24.0% vs. 2015–2019, before inflation
- Average household income
- $54,300
- Median home value
- $128,000
- Jobs located here
- 7,479
- Daytime population
- 23,917Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Deming 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 Deming 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 Deming area 1
- Luna County, NM25,611 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
- Clovis, NM area66,566 people
- Roswell, NM area64,217 people
- Carlsbad-Artesia, NM area61,105 people
- Española, NM area40,070 people
- Taos, NM area34,543 people
Questions
How fast is the Deming, NM area growing?
Population estimates put the Deming area at 25,407 people in 2025, down 0.2% since 2020, against +3.1% for the U.S. It has 9,223 households. Median household income rose 24.0% from the 2015–2019 survey, before inflation.
How much do households in the Deming, NM area spend?
Households in the Deming area spend about $127.7M a year on rent and homeowner costs, $45M on groceries and $24.8M on food away from home. Set against the U.S., households in the Deming area spend the most on vehicle maintenance and repairs (an index of 101, where 100 is the U.S. average) and the least on memberships, classes and admissions (58).
Which business types have the highest market scores in the Deming, NM area?
The highest Groundwork market scores in the Deming area are for auto repair shops (67), real estate agents and brokers (65) and real estate businesses (65). The Deming area ranks #92 of 538 scored small-town markets for auto repair shops.
How does the Deming, NM area compare with the U.S.?
The median household income in the Deming area is $36,419 a year, 55% below the U.S. median of $80,734. The population fell 0.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $128,000, against $332,700 for the U.S. For its number of households, the Deming area has the most map listings, relative to the U.S., for primary care and pediatric clinics (2.4 times the U.S. rate) and the fewest for real estate businesses (66% 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. 27 of the 56 business types have a score in the Deming 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 Deming 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 Deming 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 Deming 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.