Small-town market profile · Wisconsin
Baraboo, WI area market data
How the Baraboo area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 66,652
- +1.3% since 2020
- Households
- 27,987
- Median household income
- $79,541
- +32.7% vs. 2015–2019, before inflation
- Median home value
- $258,600
- Jobs located here
- 36,015
- Highest market score
- 87
- Physical therapy, #4 of 400 scored small-town markets
A site report maps the competitors on map listings around any address in the Baraboo area by name and distance, and the households and spending within reach. Or open the report at the center of the Baraboo 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
The Baraboo area has an estimated 66,652 people and 27,987 households. Between 2020 and 2025, the population of the Baraboo area grew 1.3%, slower than the U.S. (+3.1%). Median household income in the Baraboo area is $79,541, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 32.7%, before inflation.
Relative to the U.S., household spending in the Baraboo area runs highest on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and lowest on child care and other personal services (69).
Of the business types scored in the Baraboo area, physical therapy clinics (87), primary care and pediatric clinics (85) and tire shops (83) have the highest Groundwork market scores. For physical therapy clinics, that ranks #4 of 400 scored small-town markets.
The Baraboo area is made up of one county, Sauk County. Against the U.S., map listings per household run highest for pet stores (2.2 times the U.S. rate) and lowest for dentists and orthodontists (56% below the U.S. rate).
All 56 business types in the Baraboo area
Highest Groundwork market score first. Each score compares the Baraboo area with other small-town markets for that business type, from 0 to 100. Spending per listing divides a whole spending line (all vehicle repairs, all eating out) by one type’s listings: the demand for each competitor, not a business’s revenue. Compare it across markets with its index, where 100 is the U.S. figure for the same type; the real estate types, whose line is all housing costs, show the index only. How the score works.
| Business type | Score | Rank among small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Physical therapy | 87 | #4 of 400 | 6 | 2.1 | $6.6M | 276 | Under 3 |
| Primary care and pediatrics | 85 | #13 of 458 | 9 | 3.2 | $4.4M | 248 | 20 |
| Tire shops | 83 | #11 of 431 | 5 | 1.8 | $6.3M | 253 | Under 3 |
| Car washes and detailing | 80 | #17 of 441 | 9 | 3.2 | $3.5M | 140 | Under 3 |
| Doctors, dentists and clinics | 79 | #31 of 538 | 149 | 53.2 | $267K | 175 | 57 |
| Optometrists and eye care | 76 | #28 of 400 | 11 | 3.9 | $3.6M | 115 | Under 3 |
| Dentists and orthodontists | 76 | #43 of 526 | 16 | 5.7 | $2.5M | 253 | 20 |
| Child care and preschools | 75 | #40 of 454 | 7 | 2.5 | $1.6M | 159 | 12 |
| Barbershops | 70 | #70 of 377 | 9 | 3.2 | $3.1M | 165 | 3 |
| Laundromats | 69 | #32 of 150 | 6 | 2.1 | $9.2M | 73 | Under 3 |
| Auto repair and car care | 69 | #91 of 538 | 116 | 41.4 | $273K | 102 | 40 |
| Nail salons | 67 | #82 of 387 | 13 | 4.6 | $2.2M | 129 | Under 3 |
| Yoga, Pilates and fitness studios | 66 | #13 of 112 | 5 | 1.8 | $4.9M | 121 | 9 |
| Auto repair shops | 62 | #147 of 538 | 65 | 23.2 | $488K | 110 | 37 |
| Property management | 60 | #50 of 180 | 6 | 2.1 | Index only | 118 | 8 |
| Pizza | 60 | #152 of 520 | 24 | 8.6 | $4.6M | 90 | 56 |
| Pet grooming and boarding | 59 | #128 of 387 | 11 | 3.9 | $2.2M | 85 | 8 |
| Mortgage brokers and lenders | 58 | #59 of 177 | 7 | 2.5 | Index only | 144 | Under 3 |
| Collision repair and body shops | 58 | #128 of 387 | 11 | 3.9 | $2.9M | 94 | 10 |
| Funeral homes | 57 | #132 of 365 | 9 | 3.2 | $467K | 69 | 7 |
| Roofing and gutters | 56 | #109 of 288 | 8 | 2.9 | $9.5M | 112 | 11 |
| Grocery stores | 56 | #204 of 506 | 19 | 6.8 | $9M | 97 | 16 |
| Spas and skin care | 55 | #200 of 504 | 39 | 13.9 | $717K | 82 | 3 |
| Grocery and convenience stores | 54 | #252 of 538 | 79 | 28.2 | $2.2M | 64 | 17 |
| Coffee shops and cafes | 52 | #249 of 529 | 32 | 11.4 | $3.4M | 93 | 18 |
| Fast food and sandwich shops | 52 | #265 of 537 | 47 | 16.8 | $2.3M | 77 | 56 |
| Convenience stores | 52 | #269 of 529 | 39 | 13.9 | $4.4M | 56 | Under 3 |
| Martial arts and dance studios | 51 | #186 of 378 | 17 | 6.1 | $1.4M | 72 | 5 |
| Gyms | 50 | #254 of 506 | 25 | 8.9 | $985K | 76 | 9 |
| Electricians | 47 | #172 of 295 | 11 | 3.9 | $6.9M | 58 | 27 |
| Veterinarians | 46 | #234 of 398 | 13 | 4.6 | $1.8M | 67 | 16 |
| Bakeries and dessert shops | 46 | #296 of 507 | 32 | 11.4 | $3.4M | 83 | 18 |
| Gas stations | 46 | #316 of 536 | 48 | 17.2 | $1.7M | 70 | 43 |
| Landscaping and lawn care | 45 | #233 of 399 | 15 | 5.4 | $2.3M | 79 | 31 |
| Pet stores | 44 | #140 of 220 | 12 | 4.3 | $2M | 44 | Under 3 |
| Gyms, studios and classes | 44 | #351 of 535 | 47 | 16.8 | $524K | 79 | 14 |
| Insurance agencies | 41 | #346 of 537 | 43 | 15.4 | $1.1M | 91 | 27 |
| Pet businesses | 41 | #375 of 527 | 43 | 15.4 | $554K | 63 | 24 |
| Chiropractors | 38 | #310 of 426 | 29 | 10.4 | $1.4M | 57 | 17 |
| Clothing, shoes and laundry | 38 | #382 of 536 | 92 | 32.9 | $598K | 68 | 36 |
| Home repair trades | 38 | #404 of 526 | 45 | 16.1 | $1.7M | 70 | 75 |
| Salons, barbers and spas | 38 | #409 of 538 | 168 | 60.0 | $166K | 78 | 25 |
| Clothing and shoe stores | 37 | #387 of 536 | 69 | 24.7 | $797K | 63 | 36 |
| Sit-down restaurants | 37 | #410 of 538 | 212 | 75.7 | $517K | 78 | 76 |
| HVAC and plumbing | 35 | #386 of 476 | 26 | 9.3 | $2.9M | 62 | 37 |
| Lawn, cleaning and pest control | 35 | #388 of 481 | 29 | 10.4 | $1.2M | 71 | 47 |
| Restaurants and cafes | 35 | #420 of 538 | 424 | 151.5 | $259K | 70 | 153 |
| Hair salons | 35 | #440 of 538 | 106 | 37.9 | $264K | 61 | 18 |
| House cleaning | 32 | #119 of 142 | 12 | 4.3 | $2.9M | 45 | 16 |
| Real estate | 30 | #505 of 536 | 96 | 34.3 | Index only | 95 | 85 |
| Real estate agents and brokers | 29 | #507 of 533 | 81 | 28.9 | Index only | 89 | 70 |
| Oil change and quick lube | Not scored | Not scored | 3 | 1.1 | $10.6M | 77 | 3 |
| Dry cleaners | Not scored | Not scored | 2 | 0.7 | $27.5M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.7 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 0.7 | $17.2M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 1 | 0.4 | $39.8M | Too few | Under 3 |
Household spending in the Baraboo area
What households here spend in a year on each line, in total and per household, with the index against the U.S. average (100).
| Spending line | A year, all households | Per household | Index vs. U.S. (100) |
|---|---|---|---|
| Vehicle maintenance and repairs | $31.7M | $1,134 | 118 |
| Gasoline and other fuels | $80.6M | $2,881 | 111 |
| Food away from home | $109.7M | $3,920 | 96 |
| Groceries | $170.6M | $6,097 | 96 |
| Personal care products and services | $28M | $999 | 99 |
| Child care and other personal services | $11.2M | $399 | 69 |
| Memberships, classes and admissions | $24.6M | $880 | 89 |
| Medical and dental services | $39.8M | $1,421 | 110 |
| Pets | $23.8M | $851 | 94 |
| Clothing, shoes and related services | $55M | $1,965 | 96 |
| Vehicle insurance | $48.9M | $1,746 | 89 |
| Home repairs, maintenance and insurance | $76.1M | $2,719 | 90 |
| Lawn care, cleaning and other household services | $34.5M | $1,233 | 87 |
| Rent and homeowner costs | $394.3M | $14,089 | 85 |
Household spending is estimated from the incomes of the households in each neighborhood, using what households at each income spent nationally in 2024, adjusted for the region. It counts what residents spend, wherever they spend it.
Population and households in the Baraboo area
- Population, 2025 estimate
- 66,652+1.3% since 2020
- Households
- 27,987
- Median age
- 42.3
- Homes lived in by their owners
- 72%
- Vehicles per household
- 2.0
- Land area
- 832 sq. mi.
- People per square mile
- 79
- Median household income
- $79,541+32.7% vs. 2015–2019, before inflation
- Average household income
- $98,005
- Median home value
- $258,600
- Jobs located here
- 36,015
- Daytime population
- 65,185Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Baraboo 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 competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of the Baraboo area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Counties in the Baraboo area 1
- Sauk County, WI66,009 people
Other markets based in Wisconsin 12
- Milwaukee-Waukesha, WI metro area1,568,938 people
- Madison, WI metro area691,830 people
- Green Bay, WI metro area331,145 people
- Appleton, WI metro area245,768 people
- Racine-Mount Pleasant, WI metro area197,532 people
- Eau Claire, WI metro area173,915 people
- Oshkosh-Neenah, WI metro area171,769 people
- La Crosse-Onalaska, WI-MN metro area170,190 people
- Kenosha, WI metro area168,438 people
- Janesville-Beloit, WI metro area164,350 people
- Wausau, WI metro area138,403 people
- Sheboygan, WI metro area117,991 people
Questions
How fast is the Baraboo, WI area growing?
Population estimates put the Baraboo area at 66,652 people in 2025, up 1.3% since 2020, slower than the U.S. (+3.1%). It has 27,987 households. Median household income rose 32.7% from the 2015–2019 survey, before inflation.
How much do households in the Baraboo, WI area spend?
Households in the Baraboo area spend about $394.3M a year on rent and homeowner costs, $170.6M on groceries and $109.7M on food away from home. Set against the U.S., households in the Baraboo area spend the most on vehicle maintenance and repairs (an index of 118, where 100 is the U.S. average) and the least on child care and other personal services (69).
Which business types have the highest market scores in the Baraboo, WI area?
The highest Groundwork market scores in the Baraboo area are for physical therapy clinics (87), primary care and pediatric clinics (85) and tire shops (83). The Baraboo area ranks #4 of 400 scored small-town markets for physical therapy clinics.
How does the Baraboo, WI area compare with the U.S.?
The median household income in the Baraboo area is $79,541 a year, in line with the U.S. median of $80,734. The population rose 1.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $258,600, against $332,700 for the U.S. For its number of households, the Baraboo area has the most map listings, relative to the U.S., for pet stores (2.2 times the U.S. rate) and the fewest for dentists and orthodontists (56% below the U.S. rate).
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. 51 of the 56 business types have a score in the Baraboo area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Baraboo area. It maps the competitors 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.
All markets in Wisconsin · Every U.S. market · How we measure
Screening a site or an acquisition in the Baraboo 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 Baraboo 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.