Beauty and personal care · County · New Mexico
Salons, barbers and spas in Otero County, NM
The salons, barbers and spas in Otero County, NM, the household spending behind them and how the market ranks against other counties.
Groundwork market score · out of 100
Score 61 out of 100: Upper middle
Ranked #618 of 2,385 scored counties
#5 of 24 scored counties in New Mexico
- Listings
- 77
- 14 chain locations (18%)
- Official establishments
- 12
- Businesses with payroll, 2023
- Household spending a year
- $20.9M
- On personal care products and services · $853 a household
- Spending per listing
- $271K
- 28% above the U.S.
- Listings per 10k households
- 31.5
- 33% below the U.S.
- Population, 2025
- 70,368
- +3.7% since 2020
See the salons, barbers and spas around any address in Otero County
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 Otero 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
Map listings as of September 2026 show 77 salons, barbers and spas in Otero County. Of those, 14 are chain locations, or 18%, against 15% across the U.S. That is 31.5 per 10,000 households, 33% below the U.S. rate of 47.2.
Household spending on personal care products and services in Otero County comes to about $20.9M a year: $853 per household, 15% below the U.S. average. Spread across 77 salons, barbers and spas, that is $271K per business, 28% above the U.S. figure of $213K.
The official count of businesses with payroll classed as personal care services in Otero County was 12 in 2023. That is one for every 2,040 households, against one for every 804 across the U.S. Official counts also show 182 one-person businesses without payroll.
Between 2020 and 2025, the population of Otero County grew 3.7%, faster than the U.S. (+3.1%). The Groundwork market score for salons, barbers and spas in Otero County is 61 (upper middle), #618 of 2,385 scored counties and #5 of 24 scored counties in New Mexico.
How Otero County 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 | Otero County | New Mexico | U.S. |
|---|---|---|---|
| Listings per 10k households | 31.5 | 36.9 | 47.2 |
| Spending per listing | $271K | $248K | $213K |
| Households per official establishment | 2,040 | 1,391 | 804 |
| Official establishment growth, 2019–2023 | n/a | +24.4% | +14.1% |
| Population growth, 2020–2025 | +3.7% | +0.3% | +3.1% |
| Spending per household on personal care products and services | $853 | $913 | $1,005 |
| Median household income | $55,876 | $64,059 | $80,734 |
| Groundwork market score | 61 | 56 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 6 → 12
- Employees, 2023
- 40
- Annual payroll, 2023
- $1M
- One-person businesses, 2023
- 182Businesses with no payroll
- Map listings, September 2026
- 7714 chain locations
- Listings at the U.S. rate for this spending
- 98The 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 Otero County, 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 Otero County
- Population, 2025 estimate
- 70,368+3.7% since 2020
- Households
- 24,480
- Median age
- 38.8
- Homes lived in by their owners
- 67%
- Vehicles per household
- 1.9
- Land area
- 6,613 sq. mi.
- People per square mile
- 10
- Median household income
- $55,876+33.1% vs. 2015–2019, before inflation
- Average household income
- $74,572
- Median home value
- $162,700
- Jobs located here
- 16,220
- Daytime population
- 63,281Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Otero 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 salons, barbers and spas on map listings by name and distance.
Or open the report at the center of Otero County. 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 counties in New Mexico for salons, barbers and spas, numbered among those based in New Mexico, with Otero County marked.
Top counties in New Mexico
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Sandoval County, NM | 82 | 136 | 23.9 | $434K | +6.9% | #53 of 2,385 |
| 2Rio Arriba County, NM | 72 | 21 | 13.4 | $643K | −1.0% | #220 of 2,385 |
| 3Valencia County, NM | 71 | 83 | 30.1 | $289K | +7.2% | #271 of 2,385 |
| 4Los Alamos County, NM | 63 | 27 | 32.7 | $418K | 0.0% | #518 of 2,385 |
| 5Otero County, NM | 61 | 77 | 31.5 | $271K | +3.7% | #618 of 2,385 |
| 6Taos County, NM | 58 | 49 | 31.5 | $278K | +0.3% | #749 of 2,385 |
| 7San Juan County, NM | 56 | 131 | 31.4 | $272K | −0.9% | #844 of 2,385 |
| 8Doña Ana County, NM | 56 | 295 | 34.8 | $244K | +4.1% | #856 of 2,385 |
| 9Lea County, NM | 55 | 99 | 40.1 | $232K | +0.2% | #910 of 2,385 |
| 10Cibola County, NM | 52 | 19 | 22.3 | $356K | −0.6% | #1,029 of 2,385 |
Other business types in Otero County
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 spas61
- Hair salons70
- Barbershops52
- Nail salons44
- Spas and skin care67
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 Otero County, NM?
There are 77 salons, barbers and spas on map listings in Otero County as of September 2026. 14 of them (18%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 12 businesses with payroll classed as personal care services in 2023. Another 182 one-person businesses have no payroll, by official counts.
How much do households in Otero County, NM spend on personal care products and services?
About $20.9M a year, or $853 per household. That is 15% below the U.S. average (an index of 85, where 100 is the U.S. average). Spread across the 77 salons, barbers and spas on map listings, it comes to $271K per business. It is estimated from the incomes of the 24,480 households in Otero County and national spending patterns by income.
How does Otero County, NM compare with the U.S. for salons, barbers and spas?
Otero County has 31.5 salons, barbers and spas per 10,000 households, 33% below the U.S. rate of 47.2. Spending per business is $271K, 28% above the U.S. figure of $213K. At the national ratio of salons, barbers and spas to household spending, Otero County would have about 98, against 77 on map listings. There is one business with payroll in the industry for every 2,040 households, against one for every 804 across the U.S.
How fast is Otero County, NM growing?
Population estimates put Otero County at 70,368 people in 2025, up 3.7% since 2020, faster than the U.S. (+3.1%). It has 24,480 households. Median household income in Otero County is $55,876, 31% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 33.1%, 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. 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. Otero County scores 61 for salons, barbers and spas (upper middle), #618 of 2,385 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Otero County. 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 Otero County
Screening a site or an acquisition in Otero 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 Otero 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.