NAICS 44-45

Retail Trade in Appleton, WI

Metro Market Score 39.0 (Moderate), ranked #46 of 378 metros. 740 establishments, 14,428 jobs.

Metro Market Assessment

Metro Market Score 39.0
Favorable 0-35
Moderate 35-48
Challenging 48-60
Difficult 60+
Moderate

ⓘ Lower is better. Relative to national retail trade average.

📈Rapid Growth

Employment in Appleton's retail trade sector grew faster than most metros last year, pushing its growth trend index to 84.7. Combined with a 39.0 market score, this metro sits in the top quartile for overall conditions.

Industry Concentration
52.9
LQ: 1.16
Rank #200 of 378 metros
Wage Competitiveness
30.2
$35,730 avg wage
Growth Trend
↑ 84.7
Employment growth index
Rank #59 of 378 metros
Wage Pressure
68.4
YoY wage change index

740 Retail Trade Firms in Appleton

740
Establishments
+2.8% YoY
14,428
Total Employment
+1.8% YoY
$35,730
Average Annual Wage
+1.3% YoY
1.16
Location Quotient
Above national avg

Appleton vs Wisconsin Statewide

How this metro's retail trade market compares to Wisconsin overall. The state ranks #1/51 for entry risk.

Measure Appleton WI Statewide
Overall Score 39.0 Moderate 33.3 Moderate
Score Type Metro Market Score Entry Risk Score
Rank #46 of 378 metros #1 of 51 states

Metro and state scores use different methodologies (metro has 4 QCEW-based metrics; state adds BDS survival and momentum data). Direct score comparisons are approximate.

Other Industries in Appleton

Real Estate and Rental and Leasing 27.7 Accommodation and Food Services 32.0 Finance and Insurance 65.1 Administrative and Support Services 68.5 Construction 69.6

Retail Trade in Other Wisconsin Metros

Racine-Mount Pleasant 31.0 #9/378 Wausau 34.6 #21/378 La Crosse-Onalaska 34.8 #24/378 Sheboygan 38.0 #36/378 Milwaukee-Waukesha 39.2 #47/378 Eau Claire 45.5 #87/378 Madison 45.9 #90/378 Oshkosh-Neenah 47.9 #107/378 Kenosha 49.2 #125/378 Green Bay 53.7 #183/378

+ 2 more metros. View all in Wisconsin →

About Metro Market Score: A weighted composite of industry concentration (25%), wage competitiveness (25%), wage pressure (20%), and employment growth trend (30%). Lower scores indicate more favorable conditions. For Appleton's retail trade sector, the wage pressure component (68.4) has the strongest pull on the composite. Metro scores use QCEW data only (no BDS survival data at metro level). Read full methodology →

Data Sources

Data period: 2024. Last updated: April 2026.