Clothing and laundry · Small-town market · Wisconsin
Clothing and shoe stores in the Whitewater-Elkhorn, WI area
The clothing and shoe stores in the Whitewater-Elkhorn, WI area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 63 out of 100: Upper middle
Ranked #158 of 536 scored small-town markets
#10 of 13 scored small-town markets based in Wisconsin
- Listings
- 59
- 13 chain locations (22%)
- Official establishments
- 27
- −10.0% since 2019
- Household spending a year
- $89.4M
- On clothing, shoes and related services · $2,074 a household
- Spending per listing
- $1.5M
- 19% above the U.S.
- Listings per 10k households
- 13.7
- 15% below the U.S.
- Population, 2025
- 106,127
- +0.8% since 2020
See the clothing and shoe stores around any address in the Whitewater-Elkhorn 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 Whitewater-Elkhorn 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 Whitewater-Elkhorn area comes to about $89.4M a year: $2,074 per household, in line with the U.S. average. That is about $1.5M of household spending for each store on map listings, 19% above the U.S. figure of $1.3M. The spending figure covers all clothing, shoes and related services, not only clothing and shoe stores.
There are 59 clothing and shoe stores on map listings in the Whitewater-Elkhorn area as of September 2026. 13 of them (22%) are chain locations, against 44% across the U.S. That is 13.7 per 10,000 households, 15% below the U.S. rate of 16.2.
The official count of businesses with payroll classed as clothing and shoe stores in the Whitewater-Elkhorn area was 27 in 2023, down 10.0% from 2019. That is one for every 1,596 households, against one for every 1,273 across the U.S. Official counts list 59 one-person businesses without payroll.
Population estimates put the population change in the Whitewater-Elkhorn area from 2020 to 2025 at +0.8%, slower than the U.S. (+3.1%). The Whitewater-Elkhorn area scores 63 (upper middle) on the Groundwork market score for clothing and shoe stores, ranking #158 of 536 scored small-town markets and #10 of 13 scored small-town markets based in Wisconsin.
How the Whitewater-Elkhorn 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 | Whitewater-Elkhorn area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 13.7 | 12.7 | 16.2 |
| Spending per listing | $1.5M | $1.6M | $1.3M |
| Households per official establishment | 1,596 | 1,839 | 1,273 |
| Official establishment growth, 2019–2023 | −10.0% | −16.1% | −12.2% |
| Population growth, 2020–2025 | +0.8% | +1.3% | +3.1% |
| Spending per household on clothing, shoes and related services | $2,074 | $2,003 | $2,055 |
| Median household income | $80,520 | $77,485 | $80,734 |
| Groundwork market score | 63 | 72 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 27−10.0% over the period
- Employees, 2023
- 200
- Annual payroll, 2023
- $4.3M
- One-person businesses, 2023
- 59Businesses with no payroll
- Map listings, September 2026
- 5913 chain locations
- Listings at the U.S. rate for this spending
- 70The 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 Whitewater-Elkhorn 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 Whitewater-Elkhorn area
- Population, 2025 estimate
- 106,127+0.8% since 2020
- Households
- 43,087
- Median age
- 42.4
- Homes lived in by their owners
- 71%
- Vehicles per household
- 2.0
- Land area
- 555 sq. mi.
- People per square mile
- 190
- Median household income
- $80,520+26.3% vs. 2015–2019, before inflation
- Average household income
- $109,464
- Median home value
- $302,700
- Jobs located here
- 43,660
- Daytime population
- 95,627Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Whitewater-Elkhorn 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 Whitewater-Elkhorn 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 Whitewater-Elkhorn 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 |
Other business types in the Whitewater-Elkhorn 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 laundry54
- Clothing and shoe stores63
- Laundromats49
- Dry cleaners
Home services
Real estate
Funeral services
Questions
How many clothing and shoe stores are in the Whitewater-Elkhorn, WI area?
As of September 2026, map listings count 59 clothing and shoe stores in the Whitewater-Elkhorn area. 13 of them (22%) are chain locations. The listings count clothing, shoe and accessory stores and boutiques. Official counts show 27 businesses with payroll classed as clothing and shoe stores in 2023, down 10.0% from 2019. Official counts also show 59 one-person businesses without payroll.
How much do households in the Whitewater-Elkhorn, WI area spend on clothing, shoes and related services?
About $89.4M a year, or $2,074 per household. That is in line with the U.S. average (an index of 101, where 100 is the U.S. average). Spread across the 59 clothing and shoe stores on map listings, it comes to $1.5M 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 43,087 households in the Whitewater-Elkhorn area and national spending patterns by income.
How does the Whitewater-Elkhorn, WI area compare with the U.S. for clothing and shoe stores?
The Whitewater-Elkhorn area has 13.7 clothing and shoe stores per 10,000 households, 15% below the U.S. rate of 16.2. Spending per store is $1.5M, 19% above the U.S. figure of $1.3M. At the U.S. ratio of clothing and shoe stores to household spending, the Whitewater-Elkhorn area would have about 70, against 59 on map listings. There is one business with payroll in the industry for every 1,596 households, against one for every 1,273 across the U.S. The official count fell 10.0% from 2019 to 2023, against −12.2% for the U.S.
How fast is the Whitewater-Elkhorn, WI area growing?
Population estimates put the Whitewater-Elkhorn area at 106,127 people in 2025, up 0.8% since 2020, slower than the U.S. (+3.1%). It has 43,087 households. Median household income in the Whitewater-Elkhorn area is $80,520, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 26.3%, before inflation.
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 Whitewater-Elkhorn area scores 63 for clothing and shoe stores (upper middle), #158 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 Whitewater-Elkhorn 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 Whitewater-Elkhorn area
Screening a site or an acquisition in the Whitewater-Elkhorn 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 Whitewater-Elkhorn 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.