Metro area profile · New Mexico
Santa Fe, NM metro area market data
How the Santa Fe metro area compares with other metro areas for 56 business types: competitors, household spending, official counts and growth.
- 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
- 83
- Child care and preschools, #14 of 387 scored metro areas
A site report maps the competitors on map listings around any address in the Santa Fe metro area by name and distance, and the households and spending within reach. Or open the report at the center of the Santa Fe metro 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 Santa Fe metro area has an estimated 156,907 people and 70,767 households. Population estimates put the population change in the Santa Fe metro area from 2020 to 2025 at +1.2%, slower than the U.S. (+3.1%). Median household income in the Santa Fe metro area is $79,071, 2% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.2%, before inflation.
Relative to the U.S., household spending in the Santa Fe metro area 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).
Of the business types scored in the Santa Fe metro area, child care centers and preschools (83), funeral homes (78) and optometrists and eye clinics (77) have the highest Groundwork market scores. For child care centers and preschools, that ranks #14 of 387 scored metro areas.
The Santa Fe metro area is made up of one county, Santa Fe County. 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).
All 56 business types in the Santa Fe metro area
Highest Groundwork market score first. Each score compares the Santa Fe metro area with other metro areas 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 metro areas | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Child care and preschools | 83 | #14 of 387 | 30 | 4.2 | $1.7M | 165 | 15 |
| Funeral homes | 78 | #35 of 377 | 11 | 1.6 | $1.1M | 161 | 4 |
| Optometrists and eye care | 77 | #17 of 386 | 14 | 2.0 | $6.6M | 212 | 8 |
| Nail salons | 74 | #22 of 387 | 24 | 3.4 | $3M | 180 | 8 |
| Barbershops | 74 | #27 of 387 | 20 | 2.8 | $3.6M | 192 | 3 |
| Pizza | 73 | #40 of 387 | 34 | 4.8 | $8.3M | 164 | 133 |
| Fast food and sandwich shops | 72 | #58 of 387 | 67 | 9.5 | $4.2M | 139 | 133 |
| Convenience stores | 71 | #55 of 387 | 33 | 4.7 | $13.1M | 166 | Under 3 |
| Gas stations | 70 | #64 of 387 | 49 | 6.9 | $3.8M | 161 | 34 |
| Gyms | 69 | #40 of 387 | 47 | 6.6 | $1.7M | 133 | 21 |
| Pest control | 69 | #49 of 345 | 7 | 1.0 | $13.5M | 132 | 4 |
| Car washes and detailing | 67 | #65 of 387 | 20 | 2.8 | $3.7M | 148 | 11 |
| Grocery and convenience stores | 67 | #76 of 387 | 114 | 16.1 | $3.8M | 112 | 26 |
| Auto repair and car care | 64 | #87 of 387 | 213 | 30.1 | $351K | 131 | 107 |
| Tire shops | 64 | #103 of 386 | 18 | 2.5 | $4.1M | 166 | 12 |
| Grocery stores | 63 | #94 of 387 | 37 | 5.2 | $11.6M | 125 | 24 |
| Mortgage brokers and lenders | 61 | #91 of 373 | 25 | 3.5 | Index only | 132 | 9 |
| House cleaning | 60 | #94 of 375 | 10 | 1.4 | $9.4M | 148 | 40 |
| Hair salons | 59 | #110 of 387 | 144 | 20.3 | $502K | 117 | 46 |
| Electricians | 57 | #134 of 383 | 14 | 2.0 | $14.5M | 121 | 52 |
| Auto repair shops | 57 | #138 of 387 | 146 | 20.6 | $512K | 115 | 77 |
| Primary care and pediatrics | 56 | #143 of 387 | 42 | 5.9 | $2.2M | 124 | 109 |
| Insurance agencies | 56 | #155 of 387 | 95 | 13.4 | $1.4M | 111 | 51 |
| Salons, barbers and spas | 55 | #140 of 387 | 302 | 42.7 | $240K | 113 | 79 |
| Laundromats | 53 | #163 of 364 | 9 | 1.3 | $14.5M | 116 | 4 |
| Lawn, cleaning and pest control | 52 | #169 of 387 | 55 | 7.8 | $1.7M | 102 | 122 |
| Gyms, studios and classes | 51 | #181 of 387 | 128 | 18.1 | $634K | 96 | 44 |
| Pet stores | 49 | #195 of 382 | 15 | 2.1 | $4.7M | 104 | 8 |
| Martial arts and dance studios | 46 | #239 of 387 | 44 | 6.2 | $1.8M | 91 | 23 |
| Collision repair and body shops | 45 | #232 of 381 | 22 | 3.1 | $3.4M | 110 | 22 |
| Pet grooming and boarding | 44 | #244 of 386 | 31 | 4.4 | $2.3M | 90 | 22 |
| Oil change and quick lube | 43 | #185 of 290 | 7 | 1.0 | $10.7M | 78 | 7 |
| Chiropractors | 43 | #236 of 386 | 40 | 5.7 | $2.3M | 97 | 25 |
| Landscaping and lawn care | 42 | #233 of 385 | 38 | 5.4 | $2.5M | 85 | 78 |
| Doctors, dentists and clinics | 41 | #268 of 387 | 680 | 96.1 | $137K | 90 | 254 |
| Dentists and orthodontists | 40 | #269 of 387 | 96 | 13.6 | $968K | 98 | 72 |
| Physical therapy | 39 | #272 of 386 | 44 | 6.2 | $2.1M | 88 | 32 |
| Pet businesses | 39 | #283 of 387 | 96 | 13.6 | $737K | 84 | 54 |
| Real estate | 39 | #289 of 387 | 317 | 44.8 | Index only | 94 | 207 |
| Yoga, Pilates and fitness studios | 38 | #284 of 347 | 37 | 5.2 | $2.2M | 54 | 21 |
| Property management | 38 | #285 of 374 | 27 | 3.8 | Index only | 86 | 61 |
| Bakeries and dessert shops | 38 | #294 of 387 | 82 | 11.6 | $3.5M | 83 | 51 |
| Real estate agents and brokers | 38 | #304 of 387 | 261 | 36.9 | Index only | 90 | 110 |
| Veterinarians | 37 | #284 of 384 | 35 | 4.9 | $2M | 74 | 24 |
| Home repair trades | 36 | #309 of 387 | 101 | 14.3 | $2M | 83 | 158 |
| Roofing and gutters | 34 | #312 of 381 | 30 | 4.2 | $6.8M | 80 | 26 |
| Spas and skin care | 34 | #344 of 387 | 106 | 15.0 | $683K | 78 | 19 |
| Restaurants and cafes | 33 | #311 of 387 | 859 | 121.4 | $330K | 89 | 361 |
| Coffee shops and cafes | 32 | #332 of 387 | 108 | 15.3 | $2.6M | 71 | 51 |
| HVAC and plumbing | 31 | #341 of 387 | 57 | 8.1 | $3.6M | 75 | 80 |
| Sit-down restaurants | 30 | #344 of 387 | 492 | 69.5 | $577K | 87 | 174 |
| Dry cleaners | 27 | #243 of 272 | 10 | 1.4 | $13M | 83 | 9 |
| Clothing and shoe stores | 18 | #366 of 387 | 192 | 27.1 | $679K | 53 | 95 |
| Clothing, shoes and laundry | 17 | #369 of 387 | 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 the Santa Fe metro 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 | $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 the Santa Fe metro area
- 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 the Santa Fe metro area?
These figures cover the whole metro area. 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 Santa Fe metro 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 Santa Fe metro area 1
- Santa Fe County, NM156,105 people
Other markets based in New Mexico 12
- Albuquerque, NM metro area921,482 people
- Las Cruces, NM metro area224,266 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
- 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 Santa Fe, NM metro area growing?
Population estimates put the Santa Fe metro area at 156,907 people in 2025, up 1.2% since 2020, slower than the U.S. (+3.1%). It has 70,767 households. Median household income rose 29.2% from the 2015–2019 survey, before inflation.
How much do households in the Santa Fe, NM metro area spend?
Households in the Santa Fe metro area spend about $1.3B a year on rent and homeowner costs, $430.8M on groceries and $283.7M on food away from home. Set against the U.S., households in the Santa Fe metro area 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).
Which business types have the highest market scores in the Santa Fe, NM metro area?
The highest Groundwork market scores in the Santa Fe metro area are for child care centers and preschools (83), funeral homes (78) and optometrists and eye clinics (77). The Santa Fe metro area ranks #14 of 387 scored metro areas for child care centers and preschools.
How does the Santa Fe, NM metro area compare with the U.S.?
The median household income in the Santa Fe metro area is $79,071 a year, 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. For its number of households, the Santa Fe metro area 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).
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 the Santa Fe metro area, each ranked against other metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Santa Fe metro 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 Santa Fe metro 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 Santa Fe metro 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.