NAICS 44-45

Retail Trade in Green Bay, WI

Metro Market Score 53.7 (Challenging), ranked #183 of 378 metros. 927 establishments, 16,788 jobs.

Metro Market Assessment

Metro Market Score 53.7
Favorable 0-35
Moderate 35-48
Challenging 48-60
Difficult 60+
Challenging

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

⚡Rising Wages

Green Bay's retail trade sector saw employment decline over the past year (growth trend: 11.9). That contraction, combined with a 53.7 market score, puts this metro in the upper half for market conditions. Understand why the local market is shrinking before committing.

Industry Concentration
17.2
LQ: 0.97
Rank #65 of 378 metros
Wage Competitiveness
28.0
$35,558 avg wage
Growth Trend
↓ 11.9
Employment growth index
Rank #334 of 378 metros
Wage Pressure
79.8
YoY wage change index

927 Retail Trade Firms in Green Bay

927
Establishments
+2.8% YoY
16,788
Total Employment
-2.9% YoY
$35,558
Average Annual Wage
+3.5% YoY
0.97
Location Quotient
Below national avg

Green Bay vs Wisconsin Statewide

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

Measure Green Bay WI Statewide
Overall Score 53.7 Challenging 33.3 Moderate
Score Type Metro Market Score Entry Risk Score
Rank #183 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 Green Bay

Real Estate and Rental and Leasing 17.2 Construction 47.3 Finance and Insurance 70.5

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 Appleton 39.0 #46/378 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

+ 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 Green Bay's retail trade sector, the employment growth component (88.1) 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.