Clothing and laundry · Small-town market · Wisconsin
Clothing and shoe stores in the Rice Lake, WI area
How the Rice Lake, WI area compares with other small-town markets and the U.S. for clothing and shoe stores: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 52 out of 100: Upper middle
Ranked #251 of 536 scored small-town markets
#11 of 13 scored small-town markets based in Wisconsin
- Listings
- 28
- 14 chain locations (50%)
- Official establishments
- 11
- Businesses with payroll, 2023
- Household spending a year
- $36.5M
- On clothing, shoes and related services · $1,828 a household
- Spending per listing
- $1.3M
- 3% above the U.S.
- Listings per 10k households
- 14.0
- 14% below the U.S.
- Population, 2025
- 46,484
- −0.5% since 2020
See the clothing and shoe stores around any address in the Rice Lake area
The site report maps the clothing and shoe stores on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Rice Lake area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
Household spending on clothing, shoes and related services in the Rice Lake area comes to about $36.5M a year: $1,828 per household, 11% below the U.S. average. That works out to $1.3M per store, 3% above the U.S. figure of $1.3M. The spending figure covers all clothing, shoes and related services, not only clothing and shoe stores.
The Rice Lake area has 28 clothing and shoe stores on map listings as of September 2026. 14 of them (50%) are chain locations, against 44% across the U.S. Per 10,000 households, that is 14.0, 14% below the U.S. rate of 16.2.
The official count of businesses with payroll classed as clothing and shoe stores in the Rice Lake area was 11 in 2023. That is one for every 1,814 households, against one for every 1,273 across the U.S. Official counts also show 20 one-person businesses without payroll.
Population estimates put the population change in the Rice Lake area from 2020 to 2025 at −0.5%, against +3.1% for the U.S. The Rice Lake area scores 52 (upper middle) on the Groundwork market score for clothing and shoe stores, ranking #251 of 536 scored small-town markets and #11 of 13 scored small-town markets based in Wisconsin.
How the Rice Lake area compares
The same measures for Wisconsin and the whole U.S. Spending per listing divides a year of household spending on all clothing, shoes and related services by the clothing and shoe stores counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Rice Lake area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 14.0 | 12.7 | 16.2 |
| Spending per listing | $1.3M | $1.6M | $1.3M |
| Households per official establishment | 1,814 | 1,839 | 1,273 |
| Official establishment growth, 2019–2023 | n/a | −16.1% | −12.2% |
| Population growth, 2020–2025 | −0.5% | +1.3% | +3.1% |
| Spending per household on clothing, shoes and related services | $1,828 | $2,003 | $2,055 |
| Median household income | $65,933 | $77,485 | $80,734 |
| Groundwork market score | 52 | 72 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 11
- Employees, 2023
- 70
- Annual payroll, 2023
- $918K
- One-person businesses, 2023
- 20Businesses with no payroll
- Map listings, September 2026
- 2814 chain locations
- Listings at the U.S. rate for this spending
- 29The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as clothing and shoe stores in the Rice Lake area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Rice Lake area
- Population, 2025 estimate
- 46,484−0.5% since 2020
- Households
- 19,955
- Median age
- 45.8
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.0
- Land area
- 863 sq. mi.
- People per square mile
- 54
- Median household income
- $65,933
- Average household income
- $87,099
- Median home value
- $216,600
- Jobs located here
- 20,886
- Daytime population
- 44,130Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rice Lake area?
These figures cover the whole small-town market. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the clothing and shoe stores on map listings by name and distance.
Or open the report at the center of the Rice Lake area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardClothing and shoe stores across Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for clothing and shoe stores, numbered among those based in Wisconsin, with the Rice Lake area marked.
Top small-town markets in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Stevens Point-Plover, WI | 83 | 29 | 9.8 | $2M | +2.2% | #17 of 536 |
| 2Manitowoc, WI | 82 | 21 | 6.0 | $3.1M | +0.4% | #19 of 536 |
| 3Platteville, WI | 81 | 13 | 6.5 | $2.8M | +0.9% | #24 of 536 |
| 4Beaver Dam, WI | 80 | 26 | 7.2 | $2.6M | −0.3% | #27 of 536 |
| 5Menomonie, WI | 77 | 14 | 8.0 | $2.4M | +1.7% | #41 of 536 |
| 6Sparta, WI | 77 | 15 | 8.2 | $2.3M | +0.6% | #42 of 536 |
| 7Wisconsin Rapids-Marshfield, WI | 75 | 27 | 8.4 | $2.2M | −0.2% | #61 of 536 |
| 8Shawano, WI | 73 | 14 | 7.5 | $2.4M | +1.4% | #70 of 536 |
| 9Marinette, WI-MI | 70 | 22 | 7.5 | $2.3M | +0.3% | #97 of 536 |
| 10Whitewater-Elkhorn, WI | 63 | 59 | 13.7 | $1.5M | +0.8% | #158 of 536 |
| 11Rice Lake, WI | 52 | 28 | 14.0 | $1.3M | −0.5% | #251 of 536 |
Other business types in the Rice Lake area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
- Clothing, shoes and laundry47
- Clothing and shoe stores52
- Laundromats28
- Dry cleaners
Home services
Real estate
Funeral services
Questions
How many clothing and shoe stores are in the Rice Lake, WI area?
Map listings as of September 2026 show 28 clothing and shoe stores in the Rice Lake area. 14 of them (50%) are chain locations. The listings count clothing, shoe and accessory stores and boutiques. Official counts show 11 businesses with payroll classed as clothing and shoe stores in 2023. Another 20 one-person businesses have no payroll, by official counts.
How much do households in the Rice Lake, WI area spend on clothing, shoes and related services?
About $36.5M a year, or $1,828 per household. That is 11% below the U.S. average (an index of 89, where 100 is the U.S. average). Spread across the 28 clothing and shoe stores on map listings, it comes to $1.3M per store. That spending covers all clothing, shoes and related services, which clothing and shoe stores share with other businesses in the trade. It is estimated from the incomes of the 19,955 households in the Rice Lake area and national spending patterns by income.
How does the Rice Lake, WI area compare with the U.S. for clothing and shoe stores?
The Rice Lake area has 14.0 clothing and shoe stores per 10,000 households, 14% below the U.S. rate of 16.2. Spending per store is $1.3M, 3% above the U.S. figure of $1.3M. At the U.S. ratio of clothing and shoe stores to household spending, the Rice Lake area would have about 29, against 28 on map listings. There is one business with payroll in the industry for every 1,814 households, against one for every 1,273 across the U.S.
How fast is the Rice Lake, WI area growing?
Population estimates put the Rice Lake area at 46,484 people in 2025, down 0.5% since 2020, against +3.1% for the U.S. It has 19,955 households. Median household income in the Rice Lake area is $65,933, 18% below the U.S. median of $80,734.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. The Rice Lake area scores 52 for clothing and shoe stores (upper middle), #251 of 536 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Rice Lake area. It maps the clothing and shoe stores on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
How the score works · Top markets for clothing and shoe stores · All 56 business types in the Rice Lake area
Screening a site or an acquisition in the Rice Lake area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Rice Lake area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.