County profile · Wisconsin
Lincoln County, WI market data
Population, household spending and competition for 56 business types in Lincoln County, each scored against other counties.
- Population, 2025
- 28,403
- −0.1% since 2020
- Households
- 12,772
- Median household income
- $68,164
- +16.4% vs. 2015–2019, before inflation
- Median home value
- $192,700
- Jobs located here
- 10,506
- Highest market score
- 71
- Pizza, #261 of 2,090 scored counties
A site report maps the competitors on map listings around any address in Lincoln County by name and distance, and the households and spending within reach. Or open the report at the center of Lincoln 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
An estimated 28,403 people live in Lincoln County, in 12,772 households. Between 2020 and 2025, the population of Lincoln County declined 0.1%, against +3.1% for the U.S. The median household income in Lincoln County is $68,164 a year, 16% below the U.S. median of $80,734. That rose 16.4% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Lincoln County spend the most on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and the least on child care and other personal services (62).
The highest Groundwork market scores in Lincoln County are for pizza places (71); salons, barbers and spas (69); and clothing and shoe stores (67). Lincoln County ranks #261 of 2,090 scored counties for pizza places.
For its number of households, Lincoln County has the most map listings, relative to the U.S., for convenience stores (86% above the U.S. rate) and the fewest for medical and dental practices (49% below the U.S. rate).
All 56 business types in Lincoln County
Highest Groundwork market score first. Each score compares Lincoln 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 |
|---|---|---|---|---|---|---|---|
| Pizza | 71 | #261 of 2,090 | 6 | 4.7 | $7.8M | 153 | 17 |
| Salons, barbers and spas | 69 | #317 of 2,385 | 36 | 28.2 | $331K | 155 | 4 |
| Clothing and shoe stores | 67 | #463 of 2,087 | 11 | 8.6 | $2.1M | 169 | 3 |
| Clothing, shoes and laundry | 64 | #567 of 2,210 | 18 | 14.1 | $1.3M | 149 | 3 |
| Fast food and sandwich shops | 64 | #576 of 2,222 | 13 | 10.2 | $3.6M | 117 | 17 |
| Dentists and orthodontists | 62 | #509 of 1,886 | 12 | 9.4 | $1.4M | 144 | 7 |
| Pet businesses | 62 | #578 of 2,200 | 12 | 9.4 | $837K | 95 | 4 |
| Hair salons | 59 | #723 of 2,339 | 22 | 17.2 | $541K | 126 | Under 3 |
| Doctors, dentists and clinics | 56 | #901 of 2,394 | 55 | 43.1 | $310K | 203 | 41 |
| Auto repair and car care | 55 | #961 of 2,401 | 45 | 35.2 | $309K | 115 | 21 |
| Spas and skin care | 51 | #839 of 1,769 | 10 | 7.8 | $1.2M | 136 | Under 3 |
| Coffee shops and cafes | 51 | #957 of 2,063 | 8 | 6.3 | $5.8M | 157 | 10 |
| Optometrists and eye care | 50 | #673 of 1,302 | 5 | 3.9 | $3.4M | 109 | 3 |
| Lawn, cleaning and pest control | 50 | #835 of 1,771 | 6 | 4.7 | $2.5M | 147 | 20 |
| Auto repair shops | 50 | #1,174 of 2,378 | 28 | 21.9 | $497K | 112 | 17 |
| Grocery stores | 49 | #1,051 of 2,070 | 9 | 7.0 | $8.3M | 89 | 5 |
| Real estate | 47 | #1,222 of 2,229 | 27 | 21.1 | Index only | 146 | 9 |
| Gyms, studios and classes | 45 | #1,298 of 2,088 | 16 | 12.5 | $625K | 94 | Under 3 |
| Grocery and convenience stores | 44 | #1,459 of 2,402 | 39 | 30.5 | $1.9M | 56 | 6 |
| Funeral homes | 43 | #895 of 1,472 | 5 | 3.9 | $422K | 62 | 4 |
| Real estate agents and brokers | 43 | #1,415 of 2,176 | 25 | 19.6 | Index only | 125 | 6 |
| Chiropractors | 42 | #947 of 1,490 | 7 | 5.5 | $2.4M | 102 | 8 |
| Sit-down restaurants | 41 | #1,575 of 2,405 | 61 | 47.8 | $763K | 115 | 33 |
| Gyms | 40 | #1,238 of 1,792 | 10 | 7.8 | $1M | 77 | Under 3 |
| Bakeries and dessert shops | 39 | #1,316 of 1,889 | 11 | 8.6 | $4.2M | 102 | 10 |
| Martial arts and dance studios | 37 | #997 of 1,334 | 6 | 4.7 | $1.7M | 83 | Under 3 |
| Landscaping and lawn care | 35 | #1,139 of 1,493 | 6 | 4.7 | $2.5M | 84 | 15 |
| Child care and preschools | 35 | #1,223 of 1,611 | 8 | 6.3 | $579K | 58 | 6 |
| Convenience stores | 34 | #1,684 of 2,261 | 19 | 14.9 | $3.9M | 50 | Under 3 |
| Roofing and gutters | 33 | #939 of 1,177 | 5 | 3.9 | $6.5M | 77 | 3 |
| Veterinarians | 33 | #1,141 of 1,485 | 6 | 4.7 | $1.7M | 62 | 4 |
| Restaurants and cafes | 32 | #1,950 of 2,405 | 146 | 114.3 | $319K | 86 | 60 |
| Gas stations | 31 | #1,921 of 2,358 | 23 | 18.0 | $1.6M | 65 | 21 |
| HVAC and plumbing | 30 | #1,494 of 1,707 | 12 | 9.4 | $2.7M | 57 | 10 |
| Insurance agencies | 29 | #1,853 of 2,272 | 28 | 21.9 | $771K | 61 | 10 |
| Home repair trades | 28 | #1,883 of 2,057 | 20 | 15.7 | $1.6M | 67 | 22 |
| Laundromats | Not scored | Not scored | 4 | 3.1 | $5.9M | 47 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 4 | 3.1 | $2.5M | 99 | Under 3 |
| Physical therapy | Not scored | Not scored | 4 | 3.1 | $4.3M | 177 | 4 |
| Barbershops | Not scored | Not scored | 3 | 2.3 | $4M | 210 | Under 3 |
| Car washes and detailing | Not scored | Not scored | 3 | 2.3 | $4.6M | 184 | Under 3 |
| Electricians | Not scored | Not scored | 3 | 2.3 | $10.8M | 90 | 9 |
| Tire shops | Not scored | Not scored | 3 | 2.3 | $4.6M | 185 | Under 3 |
| Collision repair and body shops | Not scored | Not scored | 2 | 1.6 | $7M | Too few | 3 |
| Primary care and pediatrics | Not scored | Not scored | 2 | 1.6 | $8.5M | Too few | 19 |
| Property management | Not scored | Not scored | 2 | 1.6 | Index only | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 1 | 0.8 | $11.9M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.8 | $13.9M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Home inspectors | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 5 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pet stores | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Lincoln 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 | $13.9M | $1,089 | 114 |
| Gasoline and other fuels | $35.7M | $2,794 | 108 |
| Food away from home | $46.5M | $3,643 | 89 |
| Groceries | $74.4M | $5,825 | 92 |
| Personal care products and services | $11.9M | $932 | 93 |
| Child care and other personal services | $4.6M | $363 | 62 |
| Memberships, classes and admissions | $10M | $783 | 80 |
| Medical and dental services | $17M | $1,335 | 104 |
| Pets | $10M | $786 | 86 |
| Clothing, shoes and related services | $23.6M | $1,849 | 90 |
| Vehicle insurance | $21.6M | $1,691 | 86 |
| Home repairs, maintenance and insurance | $32.4M | $2,534 | 84 |
| Lawn care, cleaning and other household services | $14.8M | $1,158 | 82 |
| Rent and homeowner costs | $170.6M | $13,354 | 80 |
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 Lincoln County
- Population, 2025 estimate
- 28,403−0.1% since 2020
- Households
- 12,772
- Median age
- 48.8
- Homes lived in by their owners
- 80%
- Vehicles per household
- 1.9
- Land area
- 879 sq. mi.
- People per square mile
- 32
- Median household income
- $68,164+16.4% vs. 2015–2019, before inflation
- Average household income
- $85,455
- Median home value
- $192,700
- Jobs located here
- 10,506
- Daytime population
- 24,114Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Lincoln 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 Lincoln County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Wisconsin 8
- Marathon County, WI138,403 people
- Langlade County, WI19,490 people
- Oneida County, WI38,167 people
- Taylor County, WI20,024 people
- Price County, WI14,092 people
- Forest County, WI9,369 people
- Vilas County, WI23,647 people
- Clark County, WI34,739 people
Questions
How fast is Lincoln County, WI growing?
Population estimates put Lincoln County at 28,403 people in 2025, down 0.1% since 2020, against +3.1% for the U.S. It has 12,772 households. Against the 2015–2019 survey, median household income rose 16.4%, before inflation.
How much do households in Lincoln County, WI spend?
Households in Lincoln County spend about $170.6M a year on rent and homeowner costs, $74.4M on groceries and $46.5M on food away from home. Relative to the U.S., household spending in Lincoln County runs highest on vehicle maintenance and repairs (an index of 114, where 100 is the U.S. average) and lowest on child care and other personal services (62).
Which business types have the highest market scores in Lincoln County, WI?
Of the business types scored in Lincoln County, pizza places (71); salons, barbers and spas (69); and clothing and shoe stores (67) have the highest Groundwork market scores. For pizza places, that ranks #261 of 2,090 scored counties.
How does Lincoln County, WI compare with the U.S.?
Median household income in Lincoln County is $68,164, 16% below the U.S. median of $80,734. The population fell 0.1% from 2020 to 2025, against +3.1% for the U.S. The median home value is $192,700, against $332,700 for the U.S. Against the U.S., map listings per household run highest for convenience stores (86% above the U.S. rate) and lowest for medical and dental practices (49% 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. 36 of the 56 business types have a score in Lincoln 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 Lincoln 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 Lincoln 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 Lincoln 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.