Small-town market profile · New Mexico
Roswell, NM area market data
How the Roswell area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 63,364
- −2.7% since 2020
- Households
- 23,712
- Median household income
- $52,938
- +22.1% vs. 2015–2019, before inflation
- Median home value
- $156,400
- Jobs located here
- 22,009
- Highest market score
- 67
- Real estate agents and brokers, #66 of 533 scored small-town markets
A site report maps the competitors on map listings around any address in the Roswell area by name and distance, and the households and spending within reach. Or open the report at the center of the Roswell 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 Roswell area has an estimated 63,364 people and 23,712 households. Population estimates show the Roswell area declined 2.7% from 2020 to 2025, against +3.1% for the U.S. Median household income in the Roswell area is $52,938, 34% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.1%, before inflation.
Relative to the U.S., household spending in the Roswell area runs highest on vehicle maintenance and repairs (an index of 109, where 100 is the U.S. average) and lowest on clothing, shoes and related services (73).
Of the business types scored in the Roswell area, real estate agents and brokers (67), child care centers and preschools (62) and real estate businesses (60) have the highest Groundwork market scores. For real estate agents and brokers, that ranks #66 of 533 scored small-town markets.
The Roswell area is made up of one county, Chaves County. Against the U.S., map listings per household run highest for convenience stores (79% above the U.S. rate) and lowest for real estate agents and brokers (58% below the U.S. rate).
All 56 business types in the Roswell area
Highest Groundwork market score first. Each score compares the Roswell 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 | 67 | #66 of 533 | 30 | 12.7 | Index only | 222 | 7 |
| Child care and preschools | 62 | #125 of 454 | 8 | 3.4 | $1.4M | 140 | 13 |
| Real estate | 60 | #127 of 536 | 38 | 16.0 | Index only | 220 | 21 |
| Landscaping and lawn care | 59 | #123 of 399 | 6 | 2.5 | $4.3M | 147 | 8 |
| Pet grooming and boarding | 59 | #126 of 387 | 6 | 2.5 | $3.1M | 120 | Under 3 |
| Pet businesses | 56 | #191 of 527 | 23 | 9.7 | $799K | 91 | 9 |
| Funeral homes | 53 | #158 of 365 | 6 | 2.5 | $575K | 85 | Under 3 |
| Hair salons | 53 | #238 of 538 | 33 | 13.9 | $590K | 137 | 10 |
| Optometrists and eye care | 52 | #184 of 400 | 6 | 2.5 | $4.2M | 135 | Under 3 |
| Salons, barbers and spas | 52 | #238 of 538 | 65 | 27.4 | $299K | 141 | 13 |
| Tire shops | 50 | #214 of 431 | 10 | 4.2 | $2.5M | 99 | 5 |
| Spas and skin care | 49 | #254 of 504 | 12 | 5.1 | $1.6M | 185 | Under 3 |
| Grocery stores | 48 | #279 of 506 | 11 | 4.6 | $11.5M | 123 | 9 |
| Dentists and orthodontists | 47 | #281 of 526 | 20 | 8.4 | $1.3M | 129 | 12 |
| Auto repair shops | 46 | #324 of 538 | 62 | 26.1 | $399K | 90 | 23 |
| Nail salons | 45 | #229 of 387 | 8 | 3.4 | $2.4M | 146 | Under 3 |
| Auto repair and car care | 41 | #363 of 538 | 99 | 41.8 | $250K | 93 | 43 |
| Electricians | 38 | #217 of 295 | 7 | 3.0 | $7.8M | 65 | 12 |
| Gyms | 38 | #382 of 506 | 19 | 8.0 | $929K | 71 | 6 |
| Roofing and gutters | 36 | #221 of 288 | 6 | 2.5 | $9.1M | 107 | Under 3 |
| Collision repair and body shops | 36 | #294 of 387 | 10 | 4.2 | $2.5M | 80 | 9 |
| Martial arts and dance studios | 36 | #295 of 378 | 15 | 6.3 | $1.2M | 58 | 3 |
| Pizza | 36 | #397 of 520 | 18 | 7.6 | $4.2M | 82 | 45 |
| Grocery and convenience stores | 36 | #412 of 538 | 57 | 24.0 | $2.2M | 65 | 11 |
| Gas stations | 36 | #412 of 536 | 46 | 19.4 | $1.4M | 60 | 27 |
| Veterinarians | 35 | #306 of 398 | 10 | 4.2 | $1.8M | 68 | 9 |
| Pest control | 34 | #66 of 85 | 5 | 2.1 | $5.2M | 50 | 3 |
| Lawn, cleaning and pest control | 34 | #394 of 481 | 18 | 7.6 | $1.4M | 85 | 22 |
| Barbershops | 32 | #299 of 377 | 11 | 4.6 | $1.8M | 94 | Under 3 |
| Gyms, studios and classes | 32 | #454 of 535 | 37 | 15.6 | $477K | 72 | 9 |
| Car washes and detailing | 31 | #365 of 441 | 12 | 5.1 | $2.1M | 82 | 9 |
| Home repair trades | 30 | #469 of 526 | 26 | 11.0 | $2.1M | 86 | 38 |
| Restaurants and cafes | 29 | #464 of 538 | 231 | 97.4 | $325K | 88 | 101 |
| Coffee shops and cafes | 29 | #471 of 529 | 23 | 9.7 | $3.3M | 88 | 13 |
| Primary care and pediatrics | 28 | #389 of 458 | 20 | 8.4 | $1.3M | 71 | 33 |
| HVAC and plumbing | 28 | #437 of 476 | 13 | 5.5 | $4.2M | 88 | 26 |
| Fast food and sandwich shops | 28 | #461 of 537 | 34 | 14.3 | $2.2M | 72 | 45 |
| Sit-down restaurants | 28 | #475 of 538 | 129 | 54.4 | $581K | 88 | 41 |
| Insurance agencies | 27 | #453 of 537 | 48 | 20.2 | $964K | 77 | 27 |
| Chiropractors | 26 | #397 of 426 | 16 | 6.7 | $1.6M | 66 | 8 |
| Clothing and shoe stores | 26 | #469 of 536 | 41 | 17.3 | $863K | 68 | 11 |
| Doctors, dentists and clinics | 26 | #475 of 538 | 186 | 78.4 | $136K | 89 | 67 |
| Clothing, shoes and laundry | 24 | #479 of 536 | 61 | 25.7 | $580K | 66 | 11 |
| Bakeries and dessert shops | 23 | #487 of 507 | 24 | 10.1 | $3.1M | 75 | 13 |
| House cleaning | 22 | #138 of 142 | 7 | 3.0 | $3.7M | 58 | 11 |
| Physical therapy | 18 | #385 of 400 | 16 | 6.7 | $1.6M | 66 | 14 |
| Convenience stores | 14 | #508 of 529 | 34 | 14.3 | $3.7M | 47 | Under 3 |
| Dry cleaners | Not scored | Not scored | 5 | 2.1 | $7.1M | 45 | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 4 | 1.7 | Index only | 232 | 3 |
| Pet stores | Not scored | Not scored | 4 | 1.7 | $4.6M | 102 | Under 3 |
| Laundromats | Not scored | Not scored | 3 | 1.3 | $11.8M | 94 | Under 3 |
| Property management | Not scored | Not scored | 3 | 1.3 | Index only | 217 | 7 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 1.3 | $5.9M | 145 | 6 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.8 | $12.7M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.4 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.4 | $24.8M | Too few | 4 |
Household spending in the Roswell 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 | $24.8M | $1,045 | 109 |
| Gasoline and other fuels | $65.5M | $2,761 | 106 |
| Food away from home | $75M | $3,163 | 78 |
| Groceries | $126M | $5,316 | 84 |
| Personal care products and services | $19.5M | $821 | 82 |
| Child care and other personal services | $11.2M | $472 | 81 |
| Memberships, classes and admissions | $17.6M | $744 | 76 |
| Medical and dental services | $25.4M | $1,070 | 83 |
| Pets | $18.4M | $775 | 85 |
| Clothing, shoes and related services | $35.4M | $1,492 | 73 |
| Vehicle insurance | $46.2M | $1,950 | 100 |
| Home repairs, maintenance and insurance | $54.3M | $2,291 | 76 |
| Lawn care, cleaning and other household services | $25.8M | $1,087 | 77 |
| Rent and homeowner costs | $362.4M | $15,282 | 92 |
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 Roswell area
- Population, 2025 estimate
- 63,364−2.7% since 2020
- Households
- 23,712
- Median age
- 37.5
- Homes lived in by their owners
- 71%
- Vehicles per household
- 2.0
- Land area
- 6,067 sq. mi.
- People per square mile
- 11
- Median household income
- $52,938+22.1% vs. 2015–2019, before inflation
- Average household income
- $74,868
- Median home value
- $156,400
- Jobs located here
- 22,009
- Daytime population
- 60,817Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Roswell 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 Roswell 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 Roswell area 1
- Chaves County, NM64,217 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
- 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 Roswell, NM area growing?
Population estimates put the Roswell area at 63,364 people in 2025, down 2.7% since 2020, against +3.1% for the U.S. It has 23,712 households. Median household income rose 22.1% from the 2015–2019 survey, before inflation.
How much do households in the Roswell, NM area spend?
Households in the Roswell area spend about $362.4M a year on rent and homeowner costs, $126M on groceries and $75M on food away from home. Set against the U.S., households in the Roswell area spend the most on vehicle maintenance and repairs (an index of 109, where 100 is the U.S. average) and the least on clothing, shoes and related services (73).
Which business types have the highest market scores in the Roswell, NM area?
The highest Groundwork market scores in the Roswell area are for real estate agents and brokers (67), child care centers and preschools (62) and real estate businesses (60). The Roswell area ranks #66 of 533 scored small-town markets for real estate agents and brokers.
How does the Roswell, NM area compare with the U.S.?
The median household income in the Roswell area is $52,938 a year, 34% below the U.S. median of $80,734. The population fell 2.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $156,400, against $332,700 for the U.S. For its number of households, the Roswell area has the most map listings, relative to the U.S., for convenience stores (79% above the U.S. rate) and the fewest for real estate agents and brokers (58% 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. 47 of the 56 business types have a score in the Roswell 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 Roswell 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.
All markets in New Mexico · Every U.S. market · How we measure
Screening a site or an acquisition in the Roswell 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 Roswell 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.