NAICS 44-45

Retail Trade in Oshkosh-Neenah, WI

Metro Market Score 47.9 (Moderate), ranked #107 of 378 metros. 448 establishments, 8,336 jobs.

Metro Market Assessment

Metro Market Score 47.9
Favorable 0-35
Moderate 35-48
Challenging 48-60
Difficult 60+
Moderate

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

⚡Rising Wages

Oshkosh-Neenah's retail trade sector saw employment decline over the past year (growth trend: 16.1). That contraction, combined with a 47.9 market score, puts this metro in the upper half for market conditions. Understand why the local market is shrinking before committing.

Industry Concentration
6.3
LQ: 0.89
Rank #24 of 378 metros
Wage Competitiveness
10.1
$33,654 avg wage
Growth Trend
↓ 16.1
Employment growth index
Rank #318 of 378 metros
Wage Pressure
93.3
YoY wage change index

448 Retail Trade Firms in Oshkosh-Neenah

448
Establishments
+3.7% YoY
8,336
Total Employment
-2.4% YoY
$33,654
Average Annual Wage
+6.1% YoY
0.89
Location Quotient
Below national avg

Oshkosh-Neenah vs Wisconsin Statewide

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

Measure Oshkosh-Neenah WI Statewide
Overall Score 47.9 Moderate 33.3 Moderate
Score Type Metro Market Score Entry Risk Score
Rank #107 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 Oshkosh-Neenah

Accommodation and Food Services 22.7 Healthcare and Social Assistance 23.7 Real Estate and Rental and Leasing 29.7 Professional, Scientific, and Technical Services 36.1 Other Services 38.3 Administrative and Support Services 43.1 Finance and Insurance 53.0 Information 56.6 Construction 73.3

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 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 Oshkosh-Neenah's retail trade sector, the employment growth component (83.9) 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.