Small-town market profile · New Mexico
Española, NM area market data
Population, household spending and competition for 56 business types in the Española area, each scored against other small-town markets.
- Population, 2025
- 39,832
- −1.0% since 2020
- Households
- 15,647
- Median household income
- $57,155
- +43.1% vs. 2015–2019, before inflation
- Median home value
- $243,700
- Jobs located here
- 8,255
- Highest market score
- 83
- Auto repair and car care, #11 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Española area by name and distance, and the households and spending within reach. Or open the report at the center of the Española 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
An estimated 39,832 people live in the Española area, in 15,647 households. Population estimates show the Española area declined 1.0% from 2020 to 2025, against +3.1% for the U.S. The median household income in the Española area is $57,155 a year, 29% below the U.S. median of $80,734. That rose 43.1% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Española area spend the most on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and the least on clothing, shoes and related services (76).
The highest Groundwork market scores in the Española area are for auto repair and car care businesses (83), auto repair shops (83) and real estate agents and brokers (77). The Española area ranks #11 of 538 scored small-town markets for auto repair and car care businesses.
The Española area is made up of one county, Rio Arriba County. For its number of households, the Española area has the most map listings, relative to the U.S., for gas stations (35% above the U.S. rate) and the fewest for real estate businesses (83% below the U.S. rate).
All 56 business types in the Española area
Highest Groundwork market score first. Each score compares the Española 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 and car care | 83 | #11 of 538 | 25 | 16.0 | $737K | 274 | 8 |
| Auto repair shops | 83 | #13 of 538 | 12 | 7.7 | $1.5M | 345 | 3 |
| Real estate agents and brokers | 77 | #16 of 533 | 10 | 6.4 | Index only | 457 | 4 |
| Real estate | 76 | #22 of 536 | 10 | 6.4 | Index only | 575 | 9 |
| Salons, barbers and spas | 74 | #27 of 538 | 21 | 13.4 | $643K | 302 | 3 |
| Doctors, dentists and clinics | 74 | #54 of 538 | 42 | 26.8 | $419K | 274 | 15 |
| Pet businesses | 73 | #40 of 527 | 6 | 3.8 | $2.1M | 242 | Under 3 |
| Gyms, studios and classes | 72 | #36 of 535 | 7 | 4.5 | $1.9M | 280 | 4 |
| Restaurants and cafes | 71 | #71 of 538 | 96 | 61.4 | $542K | 146 | 40 |
| Bakeries and dessert shops | 69 | #59 of 507 | 5 | 3.2 | $10.4M | 251 | 4 |
| Fast food and sandwich shops | 69 | #91 of 537 | 12 | 7.7 | $4.3M | 142 | 20 |
| Coffee shops and cafes | 68 | #66 of 529 | 7 | 4.5 | $7.4M | 201 | 4 |
| Sit-down restaurants | 68 | #85 of 538 | 54 | 34.5 | $964K | 145 | 16 |
| Grocery and convenience stores | 67 | #105 of 538 | 18 | 11.5 | $4.8M | 140 | 6 |
| Gyms | 66 | #74 of 506 | 5 | 3.2 | $2.6M | 199 | 4 |
| Hair salons | 66 | #80 of 538 | 10 | 6.4 | $1.4M | 314 | Under 3 |
| Dentists and orthodontists | 66 | #106 of 526 | 5 | 3.2 | $3.5M | 357 | Under 3 |
| Pizza | 65 | #113 of 520 | 9 | 5.8 | $5.8M | 114 | 20 |
| Gas stations | 64 | #118 of 536 | 23 | 14.7 | $2.1M | 88 | 17 |
| Insurance agencies | 64 | #142 of 537 | 16 | 10.2 | $2.1M | 170 | 13 |
| Grocery stores | 63 | #115 of 506 | 6 | 3.8 | $14.3M | 154 | 5 |
| Convenience stores | 59 | #187 of 529 | 8 | 5.1 | $10.7M | 136 | Under 3 |
| Clothing, shoes and laundry | 58 | #199 of 536 | 17 | 10.9 | $1.4M | 164 | 4 |
| Home repair trades | 57 | #170 of 526 | 5 | 3.2 | $7.7M | 315 | 25 |
| Child care and preschools | 57 | #172 of 454 | 6 | 3.8 | $1.3M | 132 | 13 |
| Clothing and shoe stores | 51 | #258 of 536 | 10 | 6.4 | $2.4M | 193 | Under 3 |
| Barbershops | 49 | #205 of 377 | 6 | 3.8 | $2.3M | 119 | Under 3 |
| Electricians | Not scored | Not scored | 4 | 2.6 | $9.6M | 80 | 15 |
| Laundromats | Not scored | Not scored | 4 | 2.6 | $6.1M | 49 | 4 |
| Car washes and detailing | Not scored | Not scored | 3 | 1.9 | $6.1M | 244 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 1.9 | $4.3M | 94 | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 3 | 1.9 | $5.9M | 329 | 12 |
| Chiropractors | Not scored | Not scored | 2 | 1.3 | $8.8M | Too few | Under 3 |
| Funeral homes | Not scored | Not scored | 2 | 1.3 | $1.2M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 2 | 1.3 | $6.5M | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 2 | 1.3 | $6.8M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 2 | 1.3 | $8.8M | Too few | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 2 | 1.3 | $6.4M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 2 | 1.3 | $8.8M | Too few | 3 |
| Spas and skin care | Not scored | Not scored | 2 | 1.3 | $6.8M | Too few | Under 3 |
| Tire shops | Not scored | Not scored | 2 | 1.3 | $9.2M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.6 | $24.5M | Too few | Under 3 |
| Roofing and gutters | Not scored | Not scored | 1 | 0.6 | $38.3M | Too few | Under 3 |
| Collision repair and body shops | 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 | 3 |
| HVAC and plumbing | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 10 |
| Landscaping and lawn care | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | 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 | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Veterinarians | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 4 |
Household spending in the Española 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 | $18.4M | $1,177 | 123 |
| Gasoline and other fuels | $48.2M | $3,079 | 119 |
| Food away from home | $52.1M | $3,327 | 82 |
| Groceries | $85.6M | $5,471 | 87 |
| Personal care products and services | $13.5M | $863 | 86 |
| Child care and other personal services | $8M | $509 | 88 |
| Memberships, classes and admissions | $13M | $828 | 84 |
| Medical and dental services | $17.6M | $1,124 | 87 |
| Pets | $12.8M | $817 | 90 |
| Clothing, shoes and related services | $24.5M | $1,564 | 76 |
| Vehicle insurance | $34.2M | $2,187 | 112 |
| Home repairs, maintenance and insurance | $38.3M | $2,448 | 81 |
| Lawn care, cleaning and other household services | $17.9M | $1,144 | 81 |
| Rent and homeowner costs | $249.1M | $15,917 | 96 |
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 Española area
- Population, 2025 estimate
- 39,832−1.0% since 2020
- Households
- 15,647
- Median age
- 43.0
- Homes lived in by their owners
- 80%
- Vehicles per household
- 2.2
- Land area
- 5,861 sq. mi.
- People per square mile
- 7
- Median household income
- $57,155+43.1% vs. 2015–2019, before inflation
- Average household income
- $76,460
- Median home value
- $243,700
- Jobs located here
- 8,255
- Daytime population
- 39,363Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Española 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 Española 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 Española area 1
- Rio Arriba County, NM40,070 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
- Taos, NM area34,543 people
- Las Vegas, NM area30,999 people
Questions
How fast is the Española, NM area growing?
Population estimates put the Española area at 39,832 people in 2025, down 1.0% since 2020, against +3.1% for the U.S. It has 15,647 households. Against the 2015–2019 survey, median household income rose 43.1%, before inflation.
How much do households in the Española, NM area spend?
Households in the Española area spend about $249.1M a year on rent and homeowner costs, $85.6M on groceries and $52.1M on food away from home. Relative to the U.S., household spending in the Española area runs highest on vehicle maintenance and repairs (an index of 123, where 100 is the U.S. average) and lowest on clothing, shoes and related services (76).
Which business types have the highest market scores in the Española, NM area?
Of the business types scored in the Española area, auto repair and car care businesses (83), auto repair shops (83) and real estate agents and brokers (77) have the highest Groundwork market scores. For auto repair and car care businesses, that ranks #11 of 538 scored small-town markets.
How does the Española, NM area compare with the U.S.?
Median household income in the Española area is $57,155, 29% below the U.S. median of $80,734. The population fell 1.0% from 2020 to 2025, against +3.1% for the U.S. The median home value is $243,700, against $332,700 for the U.S. Against the U.S., map listings per household run highest for gas stations (35% above the U.S. rate) and lowest for real estate businesses (83% 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 Española 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 Española 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 Española 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 Española 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.