County profile · Wisconsin
Rusk County, WI market data
How Rusk County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 14,146
- −0.2% since 2020
- Households
- 6,355
- Median household income
- $59,944
- +26.1% vs. 2015–2019, before inflation
- Median home value
- $163,400
- Jobs located here
- 4,892
- Highest market score
- 70
- Doctors, dentists and clinics, #339 of 2,394 scored counties
A site report maps the competitors on map listings around any address in Rusk County by name and distance, and the households and spending within reach. Or open the report at the center of Rusk 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
Rusk County has an estimated 14,146 people and 6,355 households. Population estimates show Rusk County declined 0.2% from 2020 to 2025, against +3.1% for the U.S. Median household income in Rusk County is $59,944, 26% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 26.1%, before inflation.
Relative to the U.S., household spending in Rusk 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 (52).
Of the business types scored in Rusk County, medical and dental practices (70); clothing, shoe and laundry businesses (61); and salons, barbers and spas (55) have the highest Groundwork market scores. For medical and dental practices, that ranks #339 of 2,394 scored counties.
Against the U.S., map listings per household run highest for convenience stores (2.2 times the U.S. rate) and lowest for medical and dental practices (59% below the U.S. rate).
All 56 business types in Rusk County
Highest Groundwork market score first. Each score compares Rusk 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 |
|---|---|---|---|---|---|---|---|
| Doctors, dentists and clinics | 70 | #339 of 2,394 | 22 | 34.6 | $361K | 237 | 7 |
| Clothing, shoes and laundry | 61 | #652 of 2,210 | 5 | 7.9 | $2.2M | 248 | Under 3 |
| Salons, barbers and spas | 55 | #872 of 2,385 | 14 | 22.0 | $394K | 185 | 6 |
| Real estate agents and brokers | 53 | #859 of 2,176 | 5 | 7.9 | Index only | 295 | Under 3 |
| Auto repair and car care | 53 | #1,093 of 2,401 | 26 | 40.9 | $267K | 99 | 9 |
| Real estate | 52 | #952 of 2,229 | 6 | 9.4 | Index only | 309 | Under 3 |
| Hair salons | 49 | #1,216 of 2,339 | 9 | 14.2 | $613K | 142 | 5 |
| Home repair trades | 48 | #1,131 of 2,057 | 7 | 11.0 | $2.2M | 89 | 4 |
| Lawn, cleaning and pest control | 42 | #1,173 of 1,771 | 5 | 7.9 | $1.4M | 83 | 4 |
| Restaurants and cafes | 42 | #1,542 of 2,405 | 61 | 96.0 | $348K | 94 | 22 |
| Auto repair shops | 40 | #1,666 of 2,378 | 18 | 28.3 | $385K | 87 | 8 |
| Sit-down restaurants | 37 | #1,750 of 2,405 | 29 | 45.6 | $733K | 110 | 13 |
| Grocery and convenience stores | 36 | #1,752 of 2,402 | 17 | 26.8 | $2.1M | 62 | 4 |
| Pet businesses | 35 | #1,711 of 2,200 | 7 | 11.0 | $652K | 74 | Under 3 |
| Gas stations | 26 | #2,076 of 2,358 | 12 | 18.9 | $1.5M | 63 | 14 |
| Convenience stores | 23 | #1,978 of 2,261 | 11 | 17.3 | $3.2M | 41 | Under 3 |
| Collision repair and body shops | 22 | #1,232 of 1,327 | 5 | 7.9 | $1.4M | 45 | 4 |
| Clothing and shoe stores | Not scored | Not scored | 4 | 6.3 | $2.7M | 215 | Under 3 |
| Coffee shops and cafes | Not scored | Not scored | 4 | 6.3 | $5.3M | 143 | 3 |
| Dentists and orthodontists | Not scored | Not scored | 4 | 6.3 | $2M | 202 | Under 3 |
| Fast food and sandwich shops | Not scored | Not scored | 4 | 6.3 | $5.3M | 174 | 6 |
| Grocery stores | Not scored | Not scored | 4 | 6.3 | $8.9M | 95 | 3 |
| Child care and preschools | Not scored | Not scored | 3 | 4.7 | $637K | 64 | 3 |
| Chiropractors | Not scored | Not scored | 3 | 4.7 | $2.6M | 111 | Under 3 |
| Funeral homes | Not scored | Not scored | 3 | 4.7 | $361K | 53 | Under 3 |
| Gyms, studios and classes | Not scored | Not scored | 3 | 4.7 | $1.4M | 213 | Under 3 |
| Landscaping and lawn care | Not scored | Not scored | 3 | 4.7 | $2.3M | 79 | 4 |
| Nail salons | Not scored | Not scored | 3 | 4.7 | $1.8M | 110 | Under 3 |
| Pizza | Not scored | Not scored | 3 | 4.7 | $7.1M | 139 | 6 |
| Roofing and gutters | Not scored | Not scored | 3 | 4.7 | $5.1M | 60 | Under 3 |
| Electricians | Not scored | Not scored | 2 | 3.1 | $7.6M | Too few | Under 3 |
| Gyms | Not scored | Not scored | 2 | 3.1 | $2.1M | Too few | Under 3 |
| House cleaning | Not scored | Not scored | 2 | 3.1 | $3.5M | Too few | Under 3 |
| HVAC and plumbing | Not scored | Not scored | 2 | 3.1 | $7.6M | Too few | 4 |
| Pet stores | Not scored | Not scored | 2 | 3.1 | $2.3M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 2 | 3.1 | $4M | Too few | Under 3 |
| Tire shops | Not scored | Not scored | 2 | 3.1 | $3.5M | Too few | Under 3 |
| Veterinarians | Not scored | Not scored | 2 | 3.1 | $2.3M | Too few | Under 3 |
| Bakeries and dessert shops | Not scored | Not scored | 1 | 1.6 | $21.3M | Too few | 3 |
| Barbershops | Not scored | Not scored | 1 | 1.6 | $5.5M | Too few | Under 3 |
| Insurance agencies | Not scored | Not scored | 1 | 1.6 | $11M | Too few | 6 |
| Laundromats | Not scored | Not scored | 1 | 1.6 | $10.9M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 1 | 1.6 | $4.2M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 1.6 | $6.9M | Too few | Under 3 |
| Optometrists and eye care | Not scored | Not scored | 1 | 1.6 | $7.9M | Too few | Under 3 |
| Property management | Not scored | Not scored | 1 | 1.6 | Index only | Too few | Under 3 |
| Spas and skin care | Not scored | Not scored | 1 | 1.6 | $5.5M | Too few | Under 3 |
| Car washes and detailing | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 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 |
| 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 grooming and boarding | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Primary care and pediatrics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 7 |
| 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 Rusk 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 | $6.9M | $1,092 | 114 |
| Gasoline and other fuels | $18.1M | $2,841 | 109 |
| Food away from home | $21.3M | $3,345 | 82 |
| Groceries | $35.5M | $5,580 | 88 |
| Personal care products and services | $5.5M | $868 | 86 |
| Child care and other personal services | $1.9M | $301 | 52 |
| Memberships, classes and admissions | $4.2M | $666 | 68 |
| Medical and dental services | $7.9M | $1,249 | 97 |
| Pets | $4.6M | $718 | 79 |
| Clothing, shoes and related services | $10.9M | $1,720 | 84 |
| Vehicle insurance | $11M | $1,735 | 89 |
| Home repairs, maintenance and insurance | $15.2M | $2,387 | 79 |
| Lawn care, cleaning and other household services | $6.9M | $1,090 | 77 |
| Rent and homeowner costs | $80.4M | $12,654 | 76 |
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 Rusk County
- Population, 2025 estimate
- 14,146−0.2% since 2020
- Households
- 6,355
- Median age
- 47.7
- Homes lived in by their owners
- 78%
- Vehicles per household
- 2.0
- Land area
- 914 sq. mi.
- People per square mile
- 16
- Median household income
- $59,944+26.1% vs. 2015–2019, before inflation
- Average household income
- $73,376
- Median home value
- $163,400
- Jobs located here
- 4,892
- Daytime population
- 12,818Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Rusk 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 Rusk 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
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- Chippewa County, WI66,799 people
- Sawyer County, WI18,476 people
- Taylor County, WI20,024 people
- Price County, WI14,092 people
- Washburn County, WI16,854 people
- Eau Claire County, WI107,116 people
- Dunn County, WI45,527 people
Questions
How fast is Rusk County, WI growing?
Population estimates put Rusk County at 14,146 people in 2025, down 0.2% since 2020, against +3.1% for the U.S. It has 6,355 households. Median household income rose 26.1% from the 2015–2019 survey, before inflation.
How much do households in Rusk County, WI spend?
Households in Rusk County spend about $80.4M a year on rent and homeowner costs, $35.5M on groceries and $21.3M on food away from home. Set against the U.S., households in Rusk 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 (52).
Which business types have the highest market scores in Rusk County, WI?
The highest Groundwork market scores in Rusk County are for medical and dental practices (70); clothing, shoe and laundry businesses (61); and salons, barbers and spas (55). Rusk County ranks #339 of 2,394 scored counties for medical and dental practices.
How does Rusk County, WI compare with the U.S.?
The median household income in Rusk County is $59,944 a year, 26% below the U.S. median of $80,734. The population fell 0.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $163,400, against $332,700 for the U.S. For its number of households, Rusk County has the most map listings, relative to the U.S., for convenience stores (2.2 times the U.S. rate) and the fewest for medical and dental practices (59% 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. 17 of the 56 business types have a score in Rusk 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 Rusk 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 Rusk 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 Rusk 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.