Small-town market profile · New Mexico
Gallup, NM area market data
Population, household spending and competition for 56 business types in the Gallup area, each scored against other small-town markets.
- Population, 2025
- 68,119
- −6.1% since 2020
- Households
- 21,353
- Median household income
- $47,668
- +40.9% vs. 2015–2019, before inflation
- Median home value
- $78,700
- Jobs located here
- 19,649
- Highest market score
- 73
- Real estate agents and brokers, #31 of 533 scored small-town markets
A site report maps the competitors on map listings around any address in the Gallup area by name and distance, and the households and spending within reach. Or open the report at the center of the Gallup 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 68,119 people live in the Gallup area, in 21,353 households. Population estimates put the population change in the Gallup area from 2020 to 2025 at −6.1%, against +3.1% for the U.S. The median household income in the Gallup area is $47,668 a year, 41% below the U.S. median of $80,734. That rose 40.9% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Gallup area spend the most on vehicle maintenance and repairs (an index of 98, where 100 is the U.S. average, so still below it) and the least on clothing, shoes and related services (69).
The highest Groundwork market scores in the Gallup area are for real estate agents and brokers (73), real estate businesses (70) and primary care and pediatric clinics (61). The Gallup area ranks #31 of 533 scored small-town markets for real estate agents and brokers.
The Gallup area is made up of one county, McKinley County. For its number of households, the Gallup area has the most map listings, relative to the U.S., for laundromats (3.8 times the U.S. rate) and the fewest for real estate agents and brokers (82% below the U.S. rate).
All 56 business types in the Gallup area
Highest Groundwork market score first. Each score compares the Gallup 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 |
|---|---|---|---|---|---|---|---|
| Real estate agents and brokers | 73 | #31 of 533 | 12 | 5.6 | Index only | 479 | 4 |
| Real estate | 70 | #47 of 536 | 15 | 7.0 | Index only | 482 | 12 |
| Primary care and pediatrics | 61 | #140 of 458 | 6 | 2.8 | $3.6M | 202 | 13 |
| Doctors, dentists and clinics | 59 | #176 of 538 | 71 | 33.3 | $304K | 199 | 38 |
| Physical therapy | 57 | #150 of 400 | 6 | 2.8 | $3.6M | 150 | 4 |
| Funeral homes | 55 | #144 of 365 | 5 | 2.3 | $618K | 91 | 4 |
| Gyms | 54 | #213 of 506 | 9 | 4.2 | $1.6M | 124 | Under 3 |
| Pet businesses | 54 | #216 of 527 | 6 | 2.8 | $2.6M | 292 | Under 3 |
| Salons, barbers and spas | 52 | #237 of 538 | 38 | 17.8 | $434K | 204 | Under 3 |
| Insurance agencies | 52 | #243 of 537 | 22 | 10.3 | $1.7M | 136 | 14 |
| Gyms, studios and classes | 52 | #245 of 535 | 17 | 8.0 | $854K | 129 | Under 3 |
| Hair salons | 52 | #251 of 538 | 14 | 6.6 | $1.2M | 274 | Under 3 |
| Spas and skin care | 51 | #233 of 504 | 6 | 2.8 | $2.8M | 314 | Under 3 |
| Home repair trades | 51 | #253 of 526 | 15 | 7.0 | $3.1M | 127 | 21 |
| Auto repair shops | 51 | #270 of 538 | 40 | 18.7 | $502K | 113 | 22 |
| Martial arts and dance studios | 49 | #194 of 378 | 6 | 2.8 | $2.4M | 120 | Under 3 |
| HVAC and plumbing | 49 | #246 of 476 | 9 | 4.2 | $5.1M | 108 | 11 |
| Bakeries and dessert shops | 49 | #267 of 507 | 11 | 5.2 | $5.8M | 140 | 7 |
| Dentists and orthodontists | 48 | #273 of 526 | 14 | 6.6 | $1.5M | 157 | 12 |
| Optometrists and eye care | 38 | #304 of 400 | 6 | 2.8 | $3.6M | 115 | 6 |
| Auto repair and car care | 37 | #400 of 538 | 78 | 36.5 | $257K | 96 | 39 |
| Convenience stores | 36 | #404 of 529 | 22 | 10.3 | $5M | 63 | 4 |
| Coffee shops and cafes | 28 | #486 of 529 | 24 | 11.2 | $2.6M | 72 | 7 |
| Tire shops | 27 | #368 of 431 | 12 | 5.6 | $1.7M | 67 | 6 |
| Clothing and shoe stores | 24 | #478 of 536 | 24 | 11.2 | $1.3M | 99 | 19 |
| Pizza | 24 | #488 of 520 | 15 | 7.0 | $4.2M | 83 | 52 |
| Grocery and convenience stores | 23 | #480 of 538 | 48 | 22.5 | $2.3M | 67 | 16 |
| Sit-down restaurants | 20 | #520 of 538 | 112 | 52.5 | $568K | 86 | 40 |
| Car washes and detailing | 19 | #420 of 441 | 12 | 5.6 | $1.7M | 66 | 7 |
| Restaurants and cafes | 16 | #527 of 538 | 206 | 96.5 | $309K | 83 | 101 |
| Barbershops | 13 | #353 of 377 | 14 | 6.6 | $1.2M | 63 | Under 3 |
| Grocery stores | 9 | #499 of 506 | 23 | 10.8 | $4.7M | 51 | 12 |
| Clothing, shoes and laundry | 5 | #534 of 536 | 71 | 33.3 | $427K | 48 | 27 |
| Gas stations | 5 | #535 of 536 | 78 | 36.5 | $689K | 29 | 44 |
| Fast food and sandwich shops | 5 | #535 of 537 | 44 | 20.6 | $1.4M | 47 | 52 |
| Laundromats | 0 | #150 of 150 | 13 | 6.1 | $2.3M | 19 | 8 |
| Chiropractors | Not scored | Not scored | 4 | 1.9 | $5.4M | 226 | 3 |
| Collision repair and body shops | Not scored | Not scored | 4 | 1.9 | $5M | 163 | 3 |
| Electricians | Not scored | Not scored | 4 | 1.9 | $11.5M | 96 | 10 |
| House cleaning | Not scored | Not scored | 3 | 1.4 | $7.3M | 114 | 3 |
| Lawn, cleaning and pest control | Not scored | Not scored | 3 | 1.4 | $7.3M | 435 | 6 |
| Nail salons | Not scored | Not scored | 3 | 1.4 | $5.5M | 329 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 1.4 | $5.1M | 114 | Under 3 |
| Child care and preschools | Not scored | Not scored | 2 | 0.9 | $4.9M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.9 | $10M | Too few | 3 |
| Property management | Not scored | Not scored | 2 | 0.9 | Index only | Too few | 6 |
| Roofing and gutters | Not scored | Not scored | 2 | 0.9 | $23.1M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.9 | $10.8M | Too few | Under 3 |
| Veterinarians | Not scored | Not scored | 2 | 0.9 | $7.7M | Too few | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 0.9 | $7.3M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.5 | $30.3M | Too few | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 1 | 0.5 | Index only | Too few | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 1 | 0.5 | $15.4M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Landscaping and lawn care | 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 | 3 |
Household spending in the Gallup 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 | $20.1M | $940 | 98 |
| Gasoline and other fuels | $53.7M | $2,515 | 97 |
| Food away from home | $63.6M | $2,978 | 73 |
| Groceries | $109.2M | $5,112 | 81 |
| Personal care products and services | $16.5M | $773 | 77 |
| Child care and other personal services | $9.7M | $454 | 78 |
| Memberships, classes and admissions | $14.5M | $680 | 69 |
| Medical and dental services | $21.6M | $1,011 | 79 |
| Pets | $15.4M | $722 | 79 |
| Clothing, shoes and related services | $30.3M | $1,419 | 69 |
| Vehicle insurance | $37.6M | $1,760 | 90 |
| Home repairs, maintenance and insurance | $46.1M | $2,161 | 72 |
| Lawn care, cleaning and other household services | $21.9M | $1,026 | 73 |
| Rent and homeowner costs | $313.1M | $14,661 | 88 |
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 Gallup area
- Population, 2025 estimate
- 68,119−6.1% since 2020
- Households
- 21,353
- Median age
- 35.0
- Homes lived in by their owners
- 70%
- Vehicles per household
- 1.8
- Land area
- 5,451 sq. mi.
- People per square mile
- 13
- Median household income
- $47,668+40.9% vs. 2015–2019, before inflation
- Average household income
- $62,961
- Median home value
- $78,700
- Jobs located here
- 19,649
- Daytime population
- 70,240Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Gallup 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 Gallup 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 Gallup area 1
- McKinley County, NM70,431 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
- 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
- Las Vegas, NM area30,999 people
Questions
How fast is the Gallup, NM area growing?
Population estimates put the Gallup area at 68,119 people in 2025, down 6.1% since 2020, against +3.1% for the U.S. It has 21,353 households. Against the 2015–2019 survey, median household income rose 40.9%, before inflation.
How much do households in the Gallup, NM area spend?
Households in the Gallup area spend about $313.1M a year on rent and homeowner costs, $109.2M on groceries and $63.6M on food away from home. Relative to the U.S., household spending in the Gallup area runs highest on vehicle maintenance and repairs (an index of 98, where 100 is the U.S. average, so still below it) and lowest on clothing, shoes and related services (69).
Which business types have the highest market scores in the Gallup, NM area?
Of the business types scored in the Gallup area, real estate agents and brokers (73), real estate businesses (70) and primary care and pediatric clinics (61) have the highest Groundwork market scores. For real estate agents and brokers, that ranks #31 of 533 scored small-town markets.
How does the Gallup, NM area compare with the U.S.?
Median household income in the Gallup area is $47,668, 41% below the U.S. median of $80,734. The population fell 6.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $78,700, against $332,700 for the U.S. Against the U.S., map listings per household run highest for laundromats (3.8 times the U.S. rate) and lowest for real estate agents and brokers (82% 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. 36 of the 56 business types have a score in the Gallup 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 Gallup 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 Gallup 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 Gallup 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.