County profile · New Mexico
Santa Fe County, NM market data
Population, household spending and competition for 56 business types in Santa Fe County, each scored against other counties.
- Population, 2025
- 156,907
- +1.2% since 2020
- Households
- 70,767
- Median household income
- $79,071
- +29.2% vs. 2015–2019, before inflation
- Median home value
- $446,300
- Jobs located here
- 64,012
- Highest market score
- 85
- Child care and preschools, #37 of 1,611 scored counties
A site report maps the competitors on map listings around any address in Santa Fe County by name and distance, and the households and spending within reach. Or open the report at the center of Santa Fe 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 156,907 people live in Santa Fe County, in 70,767 households. Between 2020 and 2025, the population of Santa Fe County grew 1.2%, slower than the U.S. (+3.1%). The median household income in Santa Fe County is $79,071 a year, 2% below the U.S. median of $80,734. That rose 29.2% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Santa Fe County spend the most on child care and other personal services (an index of 121, where 100 is the U.S. average) and the least on clothing, shoes and related services (90).
The highest Groundwork market scores in Santa Fe County are for child care centers and preschools (85), funeral homes (81) and optometrists and eye clinics (78). Santa Fe County ranks #37 of 1,611 scored counties for child care centers and preschools.
Santa Fe County is part of the Santa Fe metro area. For its number of households, Santa Fe County has the most map listings, relative to the U.S., for yoga, Pilates and fitness studios (2.2 times the U.S. rate) and the fewest for optometrists and eye clinics (51% below the U.S. rate).
All 56 business types in Santa Fe County
Highest Groundwork market score first. Each score compares Santa Fe 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 |
|---|---|---|---|---|---|---|---|
| Child care and preschools | 85 | #37 of 1,611 | 30 | 4.2 | $1.7M | 165 | 15 |
| Funeral homes | 81 | #60 of 1,472 | 11 | 1.6 | $1.1M | 161 | 4 |
| Optometrists and eye care | 78 | #72 of 1,302 | 14 | 2.0 | $6.6M | 212 | 8 |
| Barbershops | 77 | #101 of 1,356 | 20 | 2.8 | $3.6M | 192 | 3 |
| Convenience stores | 76 | #271 of 2,261 | 33 | 4.7 | $13.1M | 166 | Under 3 |
| Nail salons | 75 | #84 of 1,328 | 24 | 3.4 | $3M | 180 | 8 |
| Grocery and convenience stores | 74 | #324 of 2,402 | 114 | 16.1 | $3.8M | 112 | 26 |
| Pizza | 70 | #296 of 2,090 | 34 | 4.8 | $8.3M | 164 | 133 |
| Gas stations | 70 | #395 of 2,358 | 49 | 6.9 | $3.8M | 161 | 34 |
| Gyms | 69 | #241 of 1,792 | 47 | 6.6 | $1.7M | 133 | 21 |
| Car washes and detailing | 69 | #248 of 1,451 | 20 | 2.8 | $3.7M | 148 | 11 |
| Grocery stores | 69 | #433 of 2,070 | 37 | 5.2 | $11.6M | 125 | 24 |
| Pest control | 67 | #122 of 699 | 7 | 1.0 | $13.5M | 132 | 4 |
| Tire shops | 67 | #342 of 1,530 | 18 | 2.5 | $4.1M | 166 | 12 |
| Fast food and sandwich shops | 67 | #462 of 2,222 | 67 | 9.5 | $4.2M | 139 | 133 |
| Mortgage brokers and lenders | 62 | #219 of 887 | 25 | 3.5 | Index only | 132 | 9 |
| Auto repair and car care | 62 | #652 of 2,401 | 213 | 30.1 | $351K | 131 | 107 |
| House cleaning | 59 | #244 of 847 | 10 | 1.4 | $9.4M | 148 | 40 |
| Electricians | 59 | #375 of 1,160 | 14 | 2.0 | $14.5M | 121 | 52 |
| Laundromats | 57 | #302 of 785 | 9 | 1.3 | $14.5M | 116 | 4 |
| Auto repair shops | 57 | #853 of 2,378 | 146 | 20.6 | $512K | 115 | 77 |
| Hair salons | 56 | #871 of 2,339 | 144 | 20.3 | $502K | 117 | 46 |
| Primary care and pediatrics | 55 | #676 of 1,656 | 42 | 5.9 | $2.2M | 124 | 109 |
| Pet stores | 54 | #406 of 974 | 15 | 2.1 | $4.7M | 104 | 8 |
| Collision repair and body shops | 54 | #566 of 1,327 | 22 | 3.1 | $3.4M | 110 | 22 |
| Pet grooming and boarding | 53 | #648 of 1,461 | 31 | 4.4 | $2.3M | 90 | 22 |
| Gyms, studios and classes | 51 | #1,009 of 2,088 | 128 | 18.1 | $634K | 96 | 44 |
| Pet businesses | 51 | #1,046 of 2,200 | 96 | 13.6 | $737K | 84 | 54 |
| Insurance agencies | 51 | #1,085 of 2,272 | 95 | 13.4 | $1.4M | 111 | 51 |
| Martial arts and dance studios | 50 | #668 of 1,334 | 44 | 6.2 | $1.8M | 91 | 23 |
| Chiropractors | 50 | #729 of 1,490 | 40 | 5.7 | $2.3M | 97 | 25 |
| Veterinarians | 50 | #749 of 1,485 | 35 | 4.9 | $2M | 74 | 24 |
| Lawn, cleaning and pest control | 50 | #848 of 1,771 | 55 | 7.8 | $1.7M | 102 | 122 |
| Landscaping and lawn care | 48 | #754 of 1,493 | 38 | 5.4 | $2.5M | 85 | 78 |
| Salons, barbers and spas | 48 | #1,277 of 2,385 | 302 | 42.7 | $240K | 113 | 79 |
| Oil change and quick lube | 44 | #308 of 479 | 7 | 1.0 | $10.7M | 78 | 7 |
| Physical therapy | 44 | #872 of 1,422 | 44 | 6.2 | $2.1M | 88 | 32 |
| Yoga, Pilates and fitness studios | 42 | #538 of 777 | 37 | 5.2 | $2.2M | 54 | 21 |
| Bakeries and dessert shops | 41 | #1,265 of 1,889 | 82 | 11.6 | $3.5M | 83 | 51 |
| Home repair trades | 41 | #1,436 of 2,057 | 101 | 14.3 | $2M | 83 | 158 |
| Property management | 40 | #620 of 910 | 27 | 3.8 | Index only | 86 | 61 |
| HVAC and plumbing | 40 | #1,208 of 1,707 | 57 | 8.1 | $3.6M | 75 | 80 |
| Restaurants and cafes | 39 | #1,661 of 2,405 | 859 | 121.4 | $330K | 89 | 361 |
| Roofing and gutters | 38 | #853 of 1,177 | 30 | 4.2 | $6.8M | 80 | 26 |
| Spas and skin care | 38 | #1,334 of 1,769 | 106 | 15.0 | $683K | 78 | 19 |
| Dentists and orthodontists | 37 | #1,414 of 1,886 | 96 | 13.6 | $968K | 98 | 72 |
| Coffee shops and cafes | 37 | #1,528 of 2,063 | 108 | 15.3 | $2.6M | 71 | 51 |
| Sit-down restaurants | 36 | #1,808 of 2,405 | 492 | 69.5 | $577K | 87 | 174 |
| Real estate agents and brokers | 36 | #1,812 of 2,176 | 261 | 36.9 | Index only | 90 | 110 |
| Real estate | 36 | #1,847 of 2,229 | 317 | 44.8 | Index only | 94 | 207 |
| Doctors, dentists and clinics | 35 | #1,894 of 2,394 | 680 | 96.1 | $137K | 90 | 254 |
| Dry cleaners | 33 | #411 of 507 | 10 | 1.4 | $13M | 83 | 9 |
| Clothing and shoe stores | 24 | #1,872 of 2,087 | 192 | 27.1 | $679K | 53 | 95 |
| Clothing, shoes and laundry | 23 | #2,025 of 2,210 | 322 | 45.5 | $405K | 46 | 108 |
| Home inspectors | Not scored | Not scored | 4 | 0.6 | Index only | 122 | 8 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.3 | $46.5M | Too few | 8 |
Household spending in Santa Fe 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 | $74.7M | $1,056 | 110 |
| Gasoline and other fuels | $187.9M | $2,655 | 102 |
| Food away from home | $283.7M | $4,008 | 98 |
| Groceries | $430.8M | $6,088 | 96 |
| Personal care products and services | $72.4M | $1,022 | 102 |
| Child care and other personal services | $49.7M | $703 | 121 |
| Memberships, classes and admissions | $81.2M | $1,147 | 117 |
| Medical and dental services | $92.9M | $1,313 | 102 |
| Pets | $70.7M | $1,000 | 110 |
| Clothing, shoes and related services | $130.4M | $1,842 | 90 |
| Vehicle insurance | $132.6M | $1,874 | 96 |
| Home repairs, maintenance and insurance | $203.6M | $2,877 | 95 |
| Lawn care, cleaning and other household services | $94.5M | $1,335 | 94 |
| Rent and homeowner costs | $1.3B | $18,154 | 109 |
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 Santa Fe County
- Population, 2025 estimate
- 156,907+1.2% since 2020
- Households
- 70,767
- Median age
- 48.5
- Homes lived in by their owners
- 72%
- Vehicles per household
- 1.9
- Land area
- 1,910 sq. mi.
- People per square mile
- 82
- Median household income
- $79,071+29.2% vs. 2015–2019, before inflation
- Average household income
- $111,955
- Median home value
- $446,300
- Jobs located here
- 64,012
- Daytime population
- 157,387Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Santa Fe 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 Santa Fe County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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- Taos County, NM34,543 people
Questions
How fast is Santa Fe County, NM growing?
Population estimates put Santa Fe County at 156,907 people in 2025, up 1.2% since 2020, slower than the U.S. (+3.1%). It has 70,767 households. Against the 2015–2019 survey, median household income rose 29.2%, before inflation.
How much do households in Santa Fe County, NM spend?
Households in Santa Fe County spend about $1.3B a year on rent and homeowner costs, $430.8M on groceries and $283.7M on food away from home. Relative to the U.S., household spending in Santa Fe County runs highest on child care and other personal services (an index of 121, where 100 is the U.S. average) and lowest on clothing, shoes and related services (90).
Which business types have the highest market scores in Santa Fe County, NM?
Of the business types scored in Santa Fe County, child care centers and preschools (85), funeral homes (81) and optometrists and eye clinics (78) have the highest Groundwork market scores. For child care centers and preschools, that ranks #37 of 1,611 scored counties.
How does Santa Fe County, NM compare with the U.S.?
Median household income in Santa Fe County is $79,071, 2% below the U.S. median of $80,734. The population rose 1.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $446,300, against $332,700 for the U.S. Against the U.S., map listings per household run highest for yoga, Pilates and fitness studios (2.2 times the U.S. rate) and lowest for optometrists and eye clinics (51% 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. 54 of the 56 business types have a score in Santa Fe 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 Santa Fe 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 Santa Fe 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 Santa Fe 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.