CallataGuidesBusiness phone system for gift, novelty and souvenir stores in New Mexico
153 gift, novelty and souvenir stores operated in New Mexico in 2023. Where they are, how big their teams are, and what phone service costs them.
- Establishments
- 153CBP 2023
- Employees
- 802mid-March 2023
- Per 100k residents
- 7.2U.S. 5.6
- State rank
- 36th of 51by count
How many gift, novelty and souvenir stores operate in New Mexico
New Mexico had 153 gift, novelty and souvenir stores in 2023, according to Census County Business Patterns (NAICS 453220, Gift, Novelty, and Souvenir Stores). They employed 802 people in mid-March and reported $24.7 million in annual payroll. That is the 36th highest count among the 51 states and DC with published figures. Gift, novelty and souvenir stores make up 0.34% of the 44,861 business establishments in the state.
Per 100,000 residents (2024 estimate) New Mexico has 7.2 gift, novelty and souvenir stores, 29.3% above the national rate of 5.6. The average establishment has 5.2 employees against 6.8 nationally. Payroll per employee is $30,796, 20.6% above the U.S. figure of $25,533.
| Measure | New Mexico | United States |
|---|---|---|
| Establishments | 153 | 18,896 |
| Mid-March employees | 802 | 127,699 |
| Annual payroll | $24,698,000 | $3,260,545,000 |
| Employees per establishment | 5.2 | 6.8 |
| Payroll per employee | $30,796 | $25,533 |
| Establishments per 100,000 residents | 7.2 | 5.6 |
Census County Business Patterns 2023 (mid-March employment; annual payroll). Employees and payroll flagged high-noise are shown but not used in the text. Residents: Census Vintage 2024 estimates.
Gift, novelty and souvenir stores by metro area in New Mexico
Census published gift shop counts for 9 metro or micropolitan areas that include part of New Mexico. The largest is Albuquerque, NM, with 43 establishments. Single-state metro and micropolitan areas account for 90% of the statewide total; the rest are outside any published area or in areas Census suppressed.
| Area | Establishments | Employees | Per 100k residents |
|---|---|---|---|
| Albuquerque, NM | 43 | 306 | 4.6 |
| Santa Fe, NM | 41 | 188 | 26.0 |
| Taos, NM | 16 | 76 | 46.4 |
| Las Cruces, NM | 13 | 71 | 5.7 |
| Alamogordo, NM | 7 | — | 10.0 |
| Ruidoso, NM | 6 | 15 | 30.0 |
| Hobbs, NM | 4 | 13 | 5.3 |
| Roswell, NM | 4 | 9 | 6.3 |
| Española, NM | 3 | — | 7.5 |
Source: Census County Business Patterns 2023; population from Census Vintage 2024 estimates.
Team sizes at gift, novelty and souvenir stores in New Mexico
54.9% of New Mexico's gift, novelty and souvenir stores with employees had fewer than five people in March 2023, compared with 55.8% nationally. 87.6% had fewer than ten. At that size the phone is shared, so routing (who rings, when, and what happens after hours) matters more than the number of desk phones.
| Employment size | Establishments | Share | U.S. share |
|---|---|---|---|
| 1–4 employees | 84 | 54.9% | 55.8% |
| 5–9 employees | 50 | 32.7% | 21.9% |
| 10–19 employees | 16 | 10.5% | 17.4% |
| 20–49 employees | 3 | 2.0% | 4.2% |
| 50 or more employees | 0 | 0.0% | 0.7% |
Employment-size classes count establishments by mid-March 2023 employment. Establishments with no March employees are excluded from the size classes, so shares are of establishments with employees. Source: Census County Business Patterns 2023.
Calls a gift shop in New Mexico has to catch
Gift shops take calls about stock, holds and gift wrapping, with seasonal peaks. Quick answers help capture holiday sales.
A few of the calls that come in to gift, novelty and souvenir stores in New Mexico:
- A customer calls to ask about a specific item.
- The store calls a customer about an order.
- A customer calls about holiday hours.
Business texting for gift, novelty and souvenir stores
Shops text hold and order-ready notices.
Texting from a local number in New Mexico requires carrier registration (10DLC), a one-time $49 fee on Callata.
Callata vs. per-seat pricing for gift, novelty and souvenir stores in New Mexico
Gift, novelty and souvenir stores in New Mexico average 5.2 employees, so the comparison uses a 5-person team. Priced per seat, 5 users would run $150.00 a month on RingCentral RingEX Core and $124.75 on Ooma Office Pro (month-to-month list prices, checked September 28, 2026). Callata comes to $99.00 a month for 5 users ($99 a month with 5 users included, then $20 per additional user), below both.
Over a year, that is $612 less than RingCentral for a gift shop in New Mexico of that size. Annual contracts lower some competitors' prices, so compare the plan you would actually sign.
| Provider (plan) | Pricing basis | Per month | Per year |
|---|---|---|---|
| Callata (Callata Office) | $99 incl. 5 users, $20 per extra user | $99.00 | $1,188.00 |
| Quo (Starter) | $19.00 per user | $95.00 | $1,140.00 |
| Nextiva (Core) | $23.00 per user | $115.00 | $1,380.00 |
| Ooma (Office Pro) | $24.95 per user | $124.75 | $1,497.00 |
| Dialpad (Standard) | $27.00 per user | $135.00 | $1,620.00 |
| RingCentral (RingEX Core) | $30.00 per user | $150.00 | $1,800.00 |
Competitor prices are each vendor's published month-to-month list price per user for its lowest plan that includes business calling and texting, checked September 28, 2026: Quo Starter $19, Nextiva Core $23, Ooma Office Pro $24.95 (Essentials excludes texting; one-time $29.95 activation not included), Dialpad Standard $27, RingCentral RingEX Core $30 ($20 billed annually). Prices exclude taxes and fees and may change; annual contracts lower some competitors' prices.
Area codes in New Mexico
New Mexico has 2 geographic area codes in service according to NANPA. Callata includes up to 3 local numbers, so a gift shop can hold a number in more than one of them.
| Area code | Exchanges | Time zone | In service since | Overlay with |
|---|---|---|---|---|
| 505 | 684 | Mountain | 1947 | none |
| 575 | 521 | Mountain | 2007 | none |
Exchanges are NANPA-assigned central office codes (NPA-NXX) in the rate centers matched to the area's named places. Source: NANPA utilized code and NPA reports.
How Callata works for gift, novelty and souvenir stores in New Mexico
For $99 a month, Callata puts a team of up to 5 on one plan ($20 for each person after that): up to 3 local numbers, unlimited inbound calls, a pooled allowance of 1,500 outbound US and Canada minutes per user, browser and cell calling, voicemail transcription with urgency triage, recorded calls with AI summaries and business-hours routing, with E911 on every number.
Porting a number you already use in New Mexico is free, and business texting is available once the carrier registration (10DLC) is approved; the registration carries a one-time $49 fee. Which specific numbers are open in a given area code depends on carrier inventory at the time you sign up.
AI agents are optional: an AI receptionist or scheduler can pick up when the team is busy or closed, take a message, send a text or email, or transfer the call. They draw on prepaid AI minutes ($0.25/minute), disclose that they are AI, and outbound AI calls require prior consent and are limited to 8am–9pm.
Frequently asked questions
How many gift, novelty and souvenir stores are in New Mexico?
153 in 2023, according to Census County Business Patterns. They employed 802 people in mid-March.
Which New Mexico metro area has the most gift, novelty and souvenir stores?
Albuquerque, NM, with 43 establishments in 2023.
What does a phone system cost a 5-person gift shop?
$150.00 a month on RingCentral RingEX Core or $124.75 on Ooma Office Pro at month-to-month list prices (checked September 28, 2026); $99.00 on Callata ($99 a month with 5 users included, then $20 per additional user).
Do I need to register to text customers from a New Mexico number?
Yes. US carriers require business texting from local numbers to be registered (10DLC). On Callata the registration is a one-time $49 fee, and texting turns on once it is approved.