NAICS 44-45

Retail Trade in Milwaukee-Waukesha, WI

Metro Market Score 39.2 (Moderate), ranked #47 of 378 metros. 4,282 establishments, 75,060 jobs.

Metro Market Assessment

Metro Market Score 39.2
Favorable 0-35
Moderate 35-48
Challenging 48-60
Difficult 60+
Moderate

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

⚡Rising Wages🌱Emerging Market

Milwaukee-Waukesha has a relatively low concentration of retail trade firms (index: 9.5) paired with positive employment growth. This suggests an underpenetrated market where demand may outpace current supply.

Industry Concentration
9.5
LQ: 0.92
Rank #36 of 378 metros
Wage Competitiveness
43.1
$36,854 avg wage
Growth Trend
↑ 63.2
Employment growth index
Rank #140 of 378 metros
Wage Pressure
75.1
YoY wage change index

4,282 Retail Trade Firms in Milwaukee-Waukesha

4,282
Establishments
+4.6% YoY
75,060
Total Employment
+0.1% YoY
$36,854
Average Annual Wage
+2.6% YoY
0.92
Location Quotient
Below national avg

Milwaukee-Waukesha vs Wisconsin Statewide

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

Measure Milwaukee-Waukesha WI Statewide
Overall Score 39.2 Moderate 33.3 Moderate
Score Type Metro Market Score Entry Risk Score
Rank #47 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 Milwaukee-Waukesha

Accommodation and Food Services 37.3 Construction 49.1 Other Services 51.0 Real Estate and Rental and Leasing 53.9 Administrative and Support Services 54.5 Healthcare and Social Assistance 58.5 Information 67.4 Professional, Scientific, and Technical Services 67.5 Finance and Insurance 74.4

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 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 Milwaukee-Waukesha's retail trade sector, the wage pressure component (75.1) 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.