County profile · New Mexico
Luna County, NM market data
Population, household spending and competition for 56 business types in Luna County, each scored against other counties.
- 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
- 62
- Real estate agents and brokers, #474 of 2,176 scored counties
A site report maps the competitors on map listings around any address in Luna County by name and distance, and the households and spending within reach. Or open the report at the center of Luna 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 25,407 people live in Luna County, in 9,223 households. Between 2020 and 2025, the population of Luna County declined 0.2%, against +3.1% for the U.S. The median household income in Luna County is $36,419 a year, 55% below the U.S. median of $80,734. That rose 24.0% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Luna County 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).
The highest Groundwork market scores in Luna County are for real estate agents and brokers (62), real estate businesses (62) and auto repair shops (60). Luna County ranks #474 of 2,176 scored counties for real estate agents and brokers.
Luna County is part of the Deming area. For its number of households, Luna County 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).
All 56 business types in Luna County
Highest Groundwork market score first. Each score compares Luna 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 |
|---|---|---|---|---|---|---|---|
| Real estate agents and brokers | 62 | #474 of 2,176 | 12 | 13.0 | Index only | 195 | 3 |
| Real estate | 62 | #489 of 2,229 | 12 | 13.0 | Index only | 246 | 7 |
| Auto repair shops | 60 | #723 of 2,378 | 17 | 18.4 | $525K | 118 | 7 |
| Insurance agencies | 58 | #843 of 2,272 | 10 | 10.8 | $1.7M | 138 | 5 |
| Gyms, studios and classes | 56 | #757 of 2,088 | 6 | 6.5 | $871K | 132 | 3 |
| Grocery stores | 45 | #1,169 of 2,070 | 5 | 5.4 | $9M | 97 | 3 |
| Pet businesses | 45 | #1,329 of 2,200 | 9 | 9.8 | $670K | 76 | 3 |
| Auto repair and car care | 42 | #1,549 of 2,401 | 35 | 37.9 | $255K | 95 | 14 |
| Dentists and orthodontists | 39 | #1,314 of 1,886 | 8 | 8.7 | $1.1M | 110 | 5 |
| Clothing and shoe stores | 37 | #1,500 of 2,087 | 11 | 11.9 | $1.1M | 88 | 3 |
| Clothing, shoes and laundry | 35 | #1,695 of 2,210 | 16 | 17.3 | $767K | 87 | 3 |
| Pizza | 33 | #1,690 of 2,090 | 6 | 6.5 | $4.1M | 81 | 18 |
| Hair salons | 32 | #1,964 of 2,339 | 15 | 16.3 | $439K | 102 | Under 3 |
| Doctors, dentists and clinics | 31 | #2,065 of 2,394 | 72 | 78.1 | $120K | 79 | 14 |
| Tire shops | 29 | #1,257 of 1,530 | 5 | 5.4 | $1.8M | 71 | 3 |
| Primary care and pediatrics | 29 | #1,409 of 1,656 | 16 | 17.3 | $541K | 30 | 6 |
| Bakeries and dessert shops | 29 | #1,635 of 1,889 | 6 | 6.5 | $4.1M | 100 | Under 3 |
| Convenience stores | 29 | #1,824 of 2,261 | 10 | 10.8 | $4.5M | 57 | 3 |
| Fast food and sandwich shops | 29 | #1,863 of 2,222 | 10 | 10.8 | $2.5M | 81 | 18 |
| Gas stations | 27 | #2,062 of 2,358 | 21 | 22.8 | $1.1M | 48 | 11 |
| Spas and skin care | 26 | #1,611 of 1,769 | 7 | 7.6 | $942K | 108 | Under 3 |
| Grocery and convenience stores | 26 | #2,071 of 2,402 | 23 | 24.9 | $2M | 58 | 6 |
| Restaurants and cafes | 25 | #2,190 of 2,405 | 87 | 94.3 | $285K | 77 | 35 |
| Salons, barbers and spas | 25 | #2,226 of 2,385 | 30 | 32.5 | $220K | 103 | Under 3 |
| Car washes and detailing | 24 | #1,321 of 1,451 | 6 | 6.5 | $1.5M | 59 | Under 3 |
| Coffee shops and cafes | 22 | #1,938 of 2,063 | 8 | 8.7 | $3.1M | 84 | Under 3 |
| Sit-down restaurants | 22 | #2,278 of 2,405 | 56 | 60.7 | $443K | 67 | 15 |
| 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 Luna 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 | $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 Luna County
- 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 Luna 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 Luna 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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- Doña Ana County, NM224,266 people
- Hidalgo County, NM4,041 people
- Sierra County, NM11,500 people
- Otero County, NM68,816 people
- Catron County, NM3,743 people
- Socorro County, NM16,200 people
- Lincoln County, NM20,224 people
Questions
How fast is Luna County, NM growing?
Population estimates put Luna County at 25,407 people in 2025, down 0.2% since 2020, against +3.1% for the U.S. It has 9,223 households. Against the 2015–2019 survey, median household income rose 24.0%, before inflation.
How much do households in Luna County, NM spend?
Households in Luna County spend about $127.7M a year on rent and homeowner costs, $45M on groceries and $24.8M on food away from home. Relative to the U.S., household spending in Luna County 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).
Which business types have the highest market scores in Luna County, NM?
Of the business types scored in Luna County, real estate agents and brokers (62), real estate businesses (62) and auto repair shops (60) have the highest Groundwork market scores. For real estate agents and brokers, that ranks #474 of 2,176 scored counties.
How does Luna County, NM compare with the U.S.?
Median household income in Luna County is $36,419, 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. 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).
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. 27 of the 56 business types have a score in Luna 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 Luna 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 Luna 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 Luna 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.