County profile · Wisconsin
Jefferson County, WI market data
How Jefferson County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 86,505
- +0.3% since 2020
- Households
- 34,873
- Median household income
- $83,750
- +26.3% vs. 2015–2019, before inflation
- Median home value
- $274,100
- Jobs located here
- 34,853
- Highest market score
- 81
- Primary care and pediatrics, #74 of 1,656 scored counties
A site report maps the competitors on map listings around any address in Jefferson County by name and distance, and the households and spending within reach. Or open the report at the center of Jefferson County. 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
Jefferson County has an estimated 86,505 people and 34,873 households. Population estimates put the population change in Jefferson County from 2020 to 2025 at +0.3%, slower than the U.S. (+3.1%). Median household income in Jefferson County is $83,750, 4% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 26.3%, before inflation.
Relative to the U.S., household spending in Jefferson County 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 (71).
Of the business types scored in Jefferson County, primary care and pediatric clinics (81), physical therapy clinics (78) and barbershops (75) have the highest Groundwork market scores. For primary care and pediatric clinics, that ranks #74 of 1,656 scored counties.
Jefferson County is part of the Watertown-Fort Atkinson area. Against the U.S., map listings per household run highest for pet grooming and boarding businesses (twice the U.S. rate) and lowest for bakeries and dessert shops (45% below the U.S. rate).
All 56 business types in Jefferson County
Highest Groundwork market score first. Each score compares Jefferson County with other counties 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 counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Primary care and pediatrics | 81 | #74 of 1,656 | 8 | 2.3 | $6.3M | 352 | 21 |
| Physical therapy | 78 | #91 of 1,422 | 14 | 4.0 | $3.6M | 149 | 5 |
| Barbershops | 75 | #130 of 1,356 | 7 | 2.0 | $5M | 268 | Under 3 |
| Car washes and detailing | 73 | #162 of 1,451 | 12 | 3.4 | $3.3M | 130 | 4 |
| Martial arts and dance studios | 70 | #163 of 1,334 | 12 | 3.4 | $2.6M | 130 | 5 |
| Bakeries and dessert shops | 70 | #255 of 1,889 | 19 | 5.4 | $7.3M | 177 | 16 |
| Tire shops | 70 | #269 of 1,530 | 11 | 3.2 | $3.6M | 143 | Under 3 |
| Grocery and convenience stores | 69 | #475 of 2,402 | 66 | 18.9 | $3.3M | 96 | 13 |
| Spas and skin care | 68 | #276 of 1,769 | 26 | 7.5 | $1.4M | 155 | 5 |
| Nail salons | 66 | #245 of 1,328 | 15 | 4.3 | $2.4M | 141 | 5 |
| Pizza | 66 | #451 of 2,090 | 25 | 7.2 | $5.6M | 109 | 55 |
| Dentists and orthodontists | 64 | #432 of 1,886 | 30 | 8.6 | $1.7M | 170 | 27 |
| Doctors, dentists and clinics | 64 | #586 of 2,394 | 200 | 57.4 | $250K | 164 | 70 |
| Convenience stores | 64 | #623 of 2,261 | 28 | 8.0 | $7.7M | 97 | Under 3 |
| Fast food and sandwich shops | 63 | #617 of 2,222 | 43 | 12.3 | $3.2M | 106 | 55 |
| Coffee shops and cafes | 62 | #536 of 2,063 | 30 | 8.6 | $4.6M | 125 | 16 |
| Grocery stores | 62 | #622 of 2,070 | 21 | 6.0 | $10.2M | 110 | 13 |
| Auto repair and car care | 59 | #803 of 2,401 | 142 | 40.7 | $277K | 103 | 46 |
| Collision repair and body shops | 58 | #489 of 1,327 | 12 | 3.4 | $3.3M | 106 | 9 |
| Sit-down restaurants | 58 | #808 of 2,405 | 162 | 46.5 | $858K | 129 | 65 |
| Property management | 56 | #340 of 910 | 7 | 2.0 | Index only | 128 | 8 |
| Restaurants and cafes | 56 | #922 of 2,405 | 336 | 96.3 | $414K | 112 | 141 |
| Gas stations | 54 | #991 of 2,358 | 46 | 13.2 | $2.2M | 91 | 35 |
| Optometrists and eye care | 53 | #616 of 1,302 | 18 | 5.2 | $2.8M | 89 | 6 |
| Auto repair shops | 53 | #1,058 of 2,378 | 84 | 24.1 | $468K | 105 | 41 |
| Yoga, Pilates and fitness studios | 52 | #344 of 777 | 6 | 1.7 | $5.2M | 129 | 12 |
| Chiropractors | 51 | #712 of 1,490 | 24 | 6.9 | $2.1M | 87 | 11 |
| Mortgage brokers and lenders | 50 | #435 of 887 | 8 | 2.3 | Index only | 159 | Under 3 |
| Gyms, studios and classes | 50 | #1,052 of 2,088 | 49 | 14.1 | $640K | 97 | 17 |
| Salons, barbers and spas | 47 | #1,341 of 2,385 | 148 | 42.4 | $239K | 112 | 35 |
| Real estate agents and brokers | 45 | #1,320 of 2,176 | 66 | 18.9 | Index only | 138 | 28 |
| Pet grooming and boarding | 44 | #877 of 1,461 | 25 | 7.2 | $1.2M | 47 | 5 |
| Child care and preschools | 44 | #987 of 1,611 | 22 | 6.3 | $652K | 65 | 16 |
| Real estate | 44 | #1,395 of 2,229 | 83 | 23.8 | Index only | 138 | 45 |
| Electricians | 43 | #752 of 1,160 | 11 | 3.2 | $8.7M | 72 | 21 |
| Gyms | 43 | #1,162 of 1,792 | 31 | 8.9 | $1M | 78 | 12 |
| Laundromats | 41 | #497 of 785 | 7 | 2.0 | $9.9M | 79 | Under 3 |
| House cleaning | 41 | #580 of 847 | 8 | 2.3 | $5.4M | 85 | 16 |
| Funeral homes | 41 | #936 of 1,472 | 9 | 2.6 | $526K | 77 | 8 |
| Oil change and quick lube | 39 | #346 of 479 | 5 | 1.4 | $7.9M | 57 | Under 3 |
| Pet stores | 39 | #659 of 974 | 9 | 2.6 | $3.3M | 74 | Under 3 |
| HVAC and plumbing | 39 | #1,243 of 1,707 | 27 | 7.7 | $3.5M | 74 | 34 |
| Lawn, cleaning and pest control | 38 | #1,318 of 1,771 | 29 | 8.3 | $1.5M | 89 | 59 |
| Pet businesses | 38 | #1,615 of 2,200 | 57 | 16.3 | $528K | 60 | 21 |
| Hair salons | 38 | #1,739 of 2,339 | 98 | 28.1 | $360K | 84 | 25 |
| Landscaping and lawn care | 37 | #1,088 of 1,493 | 19 | 5.4 | $2.3M | 78 | 43 |
| Veterinarians | 36 | #1,066 of 1,485 | 16 | 4.6 | $1.9M | 69 | 16 |
| Clothing and shoe stores | 35 | #1,570 of 2,087 | 67 | 19.2 | $1M | 81 | 38 |
| Insurance agencies | 35 | #1,656 of 2,272 | 57 | 16.3 | $1.1M | 84 | 29 |
| Clothing, shoes and laundry | 35 | #1,694 of 2,210 | 90 | 25.8 | $769K | 87 | 41 |
| Home repair trades | 33 | #1,770 of 2,057 | 60 | 17.2 | $1.6M | 65 | 65 |
| Roofing and gutters | 25 | #1,070 of 1,177 | 22 | 6.3 | $4.3M | 51 | 10 |
| Dry cleaners | Not scored | Not scored | 3 | 0.9 | $23.1M | 147 | 3 |
| Home inspectors | Not scored | Not scored | 2 | 0.6 | Index only | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 0.6 | $21.7M | Too few | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Jefferson County
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 | $39.3M | $1,126 | 118 |
| Gasoline and other fuels | $99.7M | $2,859 | 110 |
| Food away from home | $139M | $3,986 | 98 |
| Groceries | $214.8M | $6,159 | 97 |
| Personal care products and services | $35.3M | $1,013 | 101 |
| Child care and other personal services | $14.3M | $411 | 71 |
| Memberships, classes and admissions | $31.4M | $899 | 91 |
| Medical and dental services | $50.1M | $1,436 | 111 |
| Pets | $30.1M | $862 | 95 |
| Clothing, shoes and related services | $69.2M | $1,985 | 97 |
| Vehicle insurance | $60.3M | $1,730 | 88 |
| Home repairs, maintenance and insurance | $95.4M | $2,736 | 91 |
| Lawn care, cleaning and other household services | $43.4M | $1,243 | 88 |
| Rent and homeowner costs | $496.1M | $14,225 | 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 Jefferson County
- Population, 2025 estimate
- 86,505+0.3% since 2020
- Households
- 34,873
- Median age
- 42.2
- Homes lived in by their owners
- 73%
- Vehicles per household
- 2.0
- Land area
- 557 sq. mi.
- People per square mile
- 155
- Median household income
- $83,750+26.3% vs. 2015–2019, before inflation
- Average household income
- $100,082
- Median home value
- $274,100
- Jobs located here
- 34,853
- Daytime population
- 76,557Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Jefferson County?
These figures cover the whole county. 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 Jefferson County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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- Dodge County, WI88,742 people
- Walworth County, WI105,657 people
- Rock County, WI164,350 people
- Dane County, WI572,674 people
- Washington County, WI137,879 people
- Columbia County, WI58,272 people
- Milwaukee County, WI926,331 people
Questions
How fast is Jefferson County, WI growing?
Population estimates put Jefferson County at 86,505 people in 2025, up 0.3% since 2020, slower than the U.S. (+3.1%). It has 34,873 households. Median household income rose 26.3% from the 2015–2019 survey, before inflation.
How much do households in Jefferson County, WI spend?
Households in Jefferson County spend about $496.1M a year on rent and homeowner costs, $214.8M on groceries and $139M on food away from home. Set against the U.S., households in Jefferson County 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 (71).
Which business types have the highest market scores in Jefferson County, WI?
The highest Groundwork market scores in Jefferson County are for primary care and pediatric clinics (81), physical therapy clinics (78) and barbershops (75). Jefferson County ranks #74 of 1,656 scored counties for primary care and pediatric clinics.
How does Jefferson County, WI compare with the U.S.?
The median household income in Jefferson County is $83,750 a year, 4% above the U.S. median of $80,734. The population rose 0.3% from 2020 to 2025, against +3.1% for the U.S. The median home value is $274,100, against $332,700 for the U.S. For its number of households, Jefferson County has the most map listings, relative to the U.S., for pet grooming and boarding businesses (twice the U.S. rate) and the fewest for bakeries and dessert shops (45% 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. 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. 52 of the 56 business types have a score in Jefferson County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Jefferson County. 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.
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Screening a site or an acquisition in Jefferson County?
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 Jefferson County. 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.