NAICS 44-45

Retail Trade in Wausau, WI

Metro Market Score 34.6 (Favorable), ranked #21 of 378 metros. 400 establishments, 7,398 jobs.

Metro Market Assessment

Metro Market Score 34.6
Favorable 0-35
Moderate 35-48
Challenging 48-60
Difficult 60+
Favorable

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

Wausau ranks in the top 10% for retail trade market conditions, driven by above-average employment growth. With a market score of 34.6, conditions are relatively favorable compared to most metros.

Industry Concentration
30.4
LQ: 1.05
Rank #115 of 378 metros
Wage Competitiveness
17.5
$34,526 avg wage
Growth Trend
↑ 67.5
Employment growth index
Rank #124 of 378 metros
Wage Pressure
64.3
YoY wage change index

400 Retail Trade Firms in Wausau

400
Establishments
+2.8% YoY
7,398
Total Employment
+0.3% YoY
$34,526
Average Annual Wage
+0.5% YoY
1.05
Location Quotient
Above national avg

Wausau vs Wisconsin Statewide

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

Measure Wausau WI Statewide
Overall Score 34.6 Favorable 33.3 Moderate
Score Type Metro Market Score Entry Risk Score
Rank #21 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 Wausau

Accommodation and Food Services 16.5 Information 19.9 Administrative and Support Services 29.2 Construction 30.7 Real Estate and Rental and Leasing 32.9 Other Services 38.6 Professional, Scientific, and Technical Services 40.1 Healthcare and Social Assistance 56.3 Finance and Insurance 60.6

Retail Trade in Other Wisconsin Metros

Racine-Mount Pleasant 31.0 #9/378 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 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 Wausau's retail trade sector, the wage pressure component (64.3) 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.