Beauty and personal care · Small-town market · New Mexico
Salons, barbers and spas in the Española, NM area
Competitor counts, household spending and official business counts for salons, barbers and spas in the Española, NM area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 74 out of 100: Upper middle
Ranked #27 of 538 scored small-town markets
#1 of 13 scored small-town markets based in New Mexico
- Listings
- 21
- 5 chain locations (24%)
- Official establishments
- 3
- Businesses with payroll, 2023
- Household spending a year
- $13.5M
- On personal care products and services · $863 a household
- Spending per listing
- $643K
- 3 times the U.S.
- Listings per 10k households
- 13.4
- 72% below the U.S.
- Population, 2025
- 39,832
- −1.0% since 2020
See the salons, barbers and spas around any address in the Española area
The site report maps the salons, barbers and spas on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Española 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 Española area scores 74 (upper middle) on the Groundwork market score for salons, barbers and spas, ranking #27 of 538 scored small-town markets and #1 of 13 scored small-town markets based in New Mexico. That puts it in the top 10% of small-town markets for salons, barbers and spas.
At $863 per household (14% below the U.S. average), households in the Española area spend about $13.5M a year on personal care products and services. That is about $643K of household spending for each business on map listings, 3 times the U.S. figure of $213K.
There are 21 salons, barbers and spas on map listings in the Española area as of September 2026. 5 of them (24%) are chain locations, against 15% across the U.S. That comes to 13.4 for every 10,000 households, 72% below the U.S. rate of 47.2.
The official count of businesses with payroll classed as personal care services in the Española area was 3 in 2023. That is one for every 5,216 households, against one for every 804 across the U.S. Between 2020 and 2025, the population of the Española area declined 1.0%, against +3.1% for the U.S.
How the Española area compares
The same measures for New Mexico and the whole U.S. Spending per listing divides a year of household spending on all personal care products and services by the salons, barbers and spas counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Española area | New Mexico | U.S. |
|---|---|---|---|
| Listings per 10k households | 13.4 | 36.9 | 47.2 |
| Spending per listing | $643K | $248K | $213K |
| Households per official establishment | 5,216 | 1,391 | 804 |
| Official establishment growth, 2019–2023 | n/a | +24.4% | +14.1% |
| Population growth, 2020–2025 | −1.0% | +0.3% | +3.1% |
| Spending per household on personal care products and services | $863 | $913 | $1,005 |
| Median household income | $57,155 | $64,059 | $80,734 |
| Groundwork market score | 74 | 56 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 3
- Employees, 2023
- 11
- Annual payroll, 2023
- $286K
- One-person businesses, 2023
- 69Businesses with no payroll
- Map listings, September 2026
- 215 chain locations
- Listings at the U.S. rate for this spending
- 64The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as personal care services in the Española area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Española area
- Population, 2025 estimate
- 39,832−1.0% since 2020
- Households
- 15,647
- Median age
- 43.0
- Homes lived in by their owners
- 80%
- Vehicles per household
- 2.2
- Land area
- 5,861 sq. mi.
- People per square mile
- 7
- Median household income
- $57,155+43.1% vs. 2015–2019, before inflation
- Average household income
- $76,460
- Median home value
- $243,700
- Jobs located here
- 8,255
- Daytime population
- 39,363Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Española 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 salons, barbers and spas on map listings by name and distance.
Or open the report at the center of the Española area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSalons, barbers and spas across New Mexico
Every New Mexico market ranked →The highest-scoring small-town markets in New Mexico for salons, barbers and spas, numbered among those based in New Mexico, with the Española area marked.
Top small-town markets in New Mexico
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Española, NM | 74 | 21 | 13.4 | $643K | −1.0% | #27 of 538 |
| 2Alamogordo, NM | 66 | 77 | 31.5 | $271K | +3.7% | #82 of 538 |
| 3Los Alamos, NM | 64 | 27 | 32.7 | $418K | 0.0% | #90 of 538 |
| 4Taos, NM | 63 | 49 | 31.5 | $278K | +0.3% | #110 of 538 |
| 5Hobbs, NM | 61 | 99 | 40.1 | $232K | +0.2% | #141 of 538 |
| 6Carlsbad-Artesia, NM | 57 | 112 | 47.4 | $207K | +0.3% | #193 of 538 |
| 7Las Vegas, NM | 55 | 27 | 19.4 | $407K | −3.2% | #207 of 538 |
| 8Gallup, NM | 52 | 38 | 17.8 | $434K | −6.1% | #237 of 538 |
| 9Roswell, NM | 52 | 65 | 27.4 | $299K | −2.7% | #238 of 538 |
| 10Silver City, NM | 47 | 31 | 27.4 | $291K | −3.4% | #305 of 538 |
Other business types in the Española area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
- Salons, barbers and spas74
- Hair salons66
- Barbershops49
- Nail salons
- Spas and skin care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many salons, barbers and spas are in the Española, NM area?
As of September 2026, map listings count 21 salons, barbers and spas in the Española area. 5 of them (24%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 3 businesses with payroll classed as personal care services in 2023. Official counts list 69 one-person businesses without payroll.
How much do households in the Española, NM area spend on personal care products and services?
About $13.5M a year, or $863 per household. That is 14% below the U.S. average (an index of 86, where 100 is the U.S. average). Spread across the 21 salons, barbers and spas on map listings, it comes to $643K per business. It is estimated from the incomes of the 15,647 households in the Española area and national spending patterns by income.
How does the Española, NM area compare with the U.S. for salons, barbers and spas?
The Española area has 13.4 salons, barbers and spas per 10,000 households, 72% below the U.S. rate of 47.2. Spending per business is $643K, 3 times the U.S. figure of $213K. At the U.S. ratio of salons, barbers and spas to household spending, the Española area would have about 64, against 21 on map listings. There is one business with payroll in the industry for every 5,216 households, against one for every 804 across the U.S.
How fast is the Española, NM area growing?
Population estimates put the Española area at 39,832 people in 2025, down 1.0% since 2020, against +3.1% for the U.S. It has 15,647 households. The median household income in the Española area is $57,155 a year, 29% below the U.S. median of $80,734. That rose 43.1% from the 2015–2019 survey, before inflation.
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. The Española area scores 74 for salons, barbers and spas (upper middle), #27 of 538 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Española area. It maps the salons, barbers and spas 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.
How the score works · Top markets for salons, barbers and spas · All 56 business types in the Española area
Screening a site or an acquisition in the Española 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 Española 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.