County profile · New Mexico
Lincoln County, NM market data
Population, household spending and competition for 56 business types in Lincoln County, each scored against other counties.
- Population, 2025
- 19,844
- −2.3% since 2020
- Households
- 10,000
- Median household income
- $53,303
- +15.3% vs. 2015–2019, before inflation
- Median home value
- $233,200
- Jobs located here
- 6,275
- Highest market score
- 63
- Auto repair shops, #591 of 2,378 scored counties
A site report maps the competitors on map listings around any address in Lincoln County by name and distance, and the households and spending within reach. Or open the report at the center of Lincoln 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
An estimated 19,844 people live in Lincoln County, in 10,000 households. Between 2020 and 2025, the population of Lincoln County declined 2.3%, against +3.1% for the U.S. The median household income in Lincoln County is $53,303 a year, 34% below the U.S. median of $80,734. That rose 15.3% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Lincoln County spend the most on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and the least on clothing, shoes and related services (74).
The highest Groundwork market scores in Lincoln County are for auto repair shops (63), dentists and orthodontists (61) and primary care and pediatric clinics (54). Lincoln County ranks #591 of 2,378 scored counties for auto repair shops.
Lincoln County is part of the Ruidoso area. For its number of households, Lincoln County has the most map listings, relative to the U.S., for clothing and shoe stores (2.4 times the U.S. rate) and the fewest for auto repair shops (30% below the U.S. rate).
All 56 business types in Lincoln County
Highest Groundwork market score first. Each score compares Lincoln County with other counties 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 counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Auto repair shops | 63 | #591 of 2,378 | 15 | 15.0 | $726K | 163 | 10 |
| Dentists and orthodontists | 61 | #525 of 1,886 | 6 | 6.0 | $1.8M | 182 | 4 |
| Primary care and pediatrics | 54 | #707 of 1,656 | 5 | 5.0 | $2.2M | 121 | 6 |
| Gyms, studios and classes | 52 | #929 of 2,088 | 8 | 8.0 | $974K | 147 | 6 |
| Auto repair and car care | 50 | #1,214 of 2,401 | 32 | 32.0 | $340K | 127 | 20 |
| Insurance agencies | 49 | #1,127 of 2,272 | 11 | 11.0 | $1.8M | 146 | 9 |
| Doctors, dentists and clinics | 42 | #1,586 of 2,394 | 61 | 61.0 | $176K | 116 | 16 |
| Grocery stores | 41 | #1,322 of 2,070 | 7 | 7.0 | $7.7M | 82 | 3 |
| Tire shops | 38 | #1,073 of 1,530 | 5 | 5.0 | $2.2M | 87 | 3 |
| Home repair trades | 38 | #1,558 of 2,057 | 7 | 7.0 | $3.4M | 138 | 24 |
| Salons, barbers and spas | 38 | #1,821 of 2,385 | 42 | 42.0 | $198K | 93 | 4 |
| Hair salons | 37 | #1,768 of 2,339 | 18 | 18.0 | $463K | 108 | Under 3 |
| Pet businesses | 35 | #1,735 of 2,200 | 17 | 17.0 | $466K | 53 | 4 |
| Gas stations | 34 | #1,822 of 2,358 | 17 | 17.0 | $1.7M | 70 | 14 |
| Grocery and convenience stores | 32 | #1,909 of 2,402 | 34 | 34.0 | $1.6M | 47 | 3 |
| Fast food and sandwich shops | 31 | #1,798 of 2,222 | 12 | 12.0 | $2.7M | 88 | 20 |
| Lawn, cleaning and pest control | 30 | #1,564 of 1,771 | 7 | 7.0 | $1.6M | 94 | 17 |
| Pizza | 30 | #1,785 of 2,090 | 8 | 8.0 | $4M | 79 | 20 |
| Property management | 27 | #824 of 910 | 5 | 5.0 | Index only | 56 | 5 |
| Physical therapy | 20 | #1,342 of 1,422 | 6 | 6.0 | $1.8M | 75 | 6 |
| Real estate | 19 | #2,220 of 2,229 | 62 | 62.0 | Index only | 58 | 36 |
| Optometrists and eye care | 18 | #1,218 of 1,302 | 5 | 5.0 | $2.2M | 69 | Under 3 |
| Veterinarians | 18 | #1,402 of 1,485 | 7 | 7.0 | $1.1M | 42 | 4 |
| Real estate agents and brokers | 18 | #2,171 of 2,176 | 53 | 53.0 | Index only | 54 | 25 |
| Bakeries and dessert shops | 17 | #1,845 of 1,889 | 15 | 15.0 | $2.1M | 52 | 6 |
| Coffee shops and cafes | 16 | #2,022 of 2,063 | 21 | 21.0 | $1.5M | 41 | 6 |
| Convenience stores | 11 | #2,180 of 2,261 | 18 | 18.0 | $3M | 38 | Under 3 |
| Spas and skin care | 10 | #1,757 of 1,769 | 19 | 19.0 | $439K | 50 | Under 3 |
| Restaurants and cafes | 9 | #2,400 of 2,405 | 182 | 182.0 | $176K | 48 | 58 |
| Sit-down restaurants | 8 | #2,401 of 2,405 | 99 | 99.0 | $324K | 49 | 32 |
| Clothing and shoe stores | 6 | #2,080 of 2,087 | 38 | 38.0 | $400K | 31 | 14 |
| Clothing, shoes and laundry | 6 | #2,203 of 2,210 | 51 | 51.0 | $298K | 34 | 14 |
| Car washes and detailing | Not scored | Not scored | 4 | 4.0 | $2.7M | 108 | 5 |
| Chiropractors | Not scored | Not scored | 4 | 4.0 | $2.7M | 112 | Under 3 |
| Funeral homes | Not scored | Not scored | 4 | 4.0 | $409K | 60 | Under 3 |
| Gyms | Not scored | Not scored | 4 | 4.0 | $1.9M | 150 | 3 |
| HVAC and plumbing | Not scored | Not scored | 4 | 4.0 | $5.9M | 123 | 14 |
| Martial arts and dance studios | Not scored | Not scored | 4 | 4.0 | $1.9M | 97 | 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 4.0 | Index only | 99 | Under 3 |
| Nail salons | Not scored | Not scored | 4 | 4.0 | $2.1M | 125 | Under 3 |
| Electricians | Not scored | Not scored | 3 | 3.0 | $7.8M | 65 | 7 |
| House cleaning | Not scored | Not scored | 3 | 3.0 | $3.7M | 58 | 4 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 3.0 | $3.7M | 126 | 13 |
| Pet grooming and boarding | Not scored | Not scored | 3 | 3.0 | $2.6M | 104 | Under 3 |
| Pet stores | Not scored | Not scored | 3 | 3.0 | $2.6M | 58 | Under 3 |
| Child care and preschools | Not scored | Not scored | 2 | 2.0 | $2.5M | Too few | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 2.0 | $5.4M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 2 | 2.0 | $7.6M | Too few | Under 3 |
| Laundromats | Not scored | Not scored | 2 | 2.0 | $7.6M | Too few | Under 3 |
| Barbershops | Not scored | Not scored | 1 | 1.0 | $8.3M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 1 | 1.0 | $11.1M | Too few | Under 3 |
| Home inspectors | 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 |
| Roofing and gutters | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 3 |
| Urgent care and walk-in clinics | 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 | 3 |
Household spending in Lincoln County
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 | $10.9M | $1,089 | 114 |
| Gasoline and other fuels | $28.6M | $2,857 | 110 |
| Food away from home | $32.1M | $3,209 | 79 |
| Groceries | $53.6M | $5,363 | 85 |
| Personal care products and services | $8.3M | $834 | 83 |
| Child care and other personal services | $4.9M | $495 | 85 |
| Memberships, classes and admissions | $7.8M | $779 | 79 |
| Medical and dental services | $10.8M | $1,075 | 83 |
| Pets | $7.9M | $791 | 87 |
| Clothing, shoes and related services | $15.2M | $1,520 | 74 |
| Vehicle insurance | $20.1M | $2,012 | 103 |
| Home repairs, maintenance and insurance | $23.5M | $2,349 | 78 |
| Lawn care, cleaning and other household services | $11.1M | $1,105 | 78 |
| Rent and homeowner costs | $155.2M | $15,518 | 93 |
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 Lincoln County
- Population, 2025 estimate
- 19,844−2.3% since 2020
- Households
- 10,000
- Median age
- 50.9
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.0
- Land area
- 4,831 sq. mi.
- People per square mile
- 4
- Median household income
- $53,303+15.3% vs. 2015–2019, before inflation
- Average household income
- $73,624
- Median home value
- $233,200
- Jobs located here
- 6,275
- Daytime population
- 19,834Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Lincoln 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 competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of Lincoln County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in New Mexico 8
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- Chaves County, NM64,217 people
- Socorro County, NM16,200 people
- Sierra County, NM11,500 people
- Eddy County, NM61,105 people
- Doña Ana County, NM224,266 people
- Torrance County, NM15,490 people
- De Baca County, NM1,576 people
Questions
How fast is Lincoln County, NM growing?
Population estimates put Lincoln County at 19,844 people in 2025, down 2.3% since 2020, against +3.1% for the U.S. It has 10,000 households. Against the 2015–2019 survey, median household income rose 15.3%, before inflation.
How much do households in Lincoln County, NM spend?
Households in Lincoln County spend about $155.2M a year on rent and homeowner costs, $53.6M on groceries and $32.1M on food away from home. Relative to the U.S., household spending in Lincoln County runs highest on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and lowest on clothing, shoes and related services (74).
Which business types have the highest market scores in Lincoln County, NM?
Of the business types scored in Lincoln County, auto repair shops (63), dentists and orthodontists (61) and primary care and pediatric clinics (54) have the highest Groundwork market scores. For auto repair shops, that ranks #591 of 2,378 scored counties.
How does Lincoln County, NM compare with the U.S.?
Median household income in Lincoln County is $53,303, 34% below the U.S. median of $80,734. The population fell 2.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $233,200, against $332,700 for the U.S. Against the U.S., map listings per household run highest for clothing and shoe stores (2.4 times the U.S. rate) and lowest for auto repair shops (30% 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. 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. 32 of the 56 business types have a score in Lincoln County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Lincoln County. 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 Lincoln 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 Lincoln 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.