Small-town market profile · Wisconsin
Watertown-Fort Atkinson, WI area market data
Population, household spending and competition for 56 business types in the Watertown-Fort Atkinson area, each scored against other small-town markets.
- 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
- 86
- Primary care and pediatrics, #7 of 458 scored small-town markets
A site report maps the competitors on map listings around any address in the Watertown-Fort Atkinson area by name and distance, and the households and spending within reach. Or open the report at the center of the Watertown-Fort Atkinson 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
An estimated 86,505 people live in the Watertown-Fort Atkinson area, in 34,873 households. Between 2020 and 2025, the population of the Watertown-Fort Atkinson area grew 0.3%, slower than the U.S. (+3.1%). The median household income in the Watertown-Fort Atkinson area is $83,750 a year, 4% above the U.S. median of $80,734. That rose 26.3% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Watertown-Fort Atkinson 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 (71).
The highest Groundwork market scores in the Watertown-Fort Atkinson area are for primary care and pediatric clinics (86), barbershops (83) and physical therapy clinics (81). The Watertown-Fort Atkinson area ranks #7 of 458 scored small-town markets for primary care and pediatric clinics.
The Watertown-Fort Atkinson area is made up of one county, Jefferson County. For its number of households, the Watertown-Fort Atkinson area 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).
All 56 business types in the Watertown-Fort Atkinson area
Highest Groundwork market score first. Each score compares the Watertown-Fort Atkinson 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 |
|---|---|---|---|---|---|---|---|
| Primary care and pediatrics | 86 | #7 of 458 | 8 | 2.3 | $6.3M | 352 | 21 |
| Barbershops | 83 | #20 of 377 | 7 | 2.0 | $5M | 268 | Under 3 |
| Physical therapy | 81 | #16 of 400 | 14 | 4.0 | $3.6M | 149 | 5 |
| Grocery and convenience stores | 78 | #26 of 538 | 66 | 18.9 | $3.3M | 96 | 13 |
| Car washes and detailing | 76 | #36 of 441 | 12 | 3.4 | $3.3M | 130 | 4 |
| Doctors, dentists and clinics | 76 | #46 of 538 | 200 | 57.4 | $250K | 164 | 70 |
| Tire shops | 75 | #52 of 431 | 11 | 3.2 | $3.6M | 143 | Under 3 |
| Bakeries and dessert shops | 74 | #32 of 507 | 19 | 5.4 | $7.3M | 177 | 16 |
| Pizza | 74 | #47 of 520 | 25 | 7.2 | $5.6M | 109 | 55 |
| Martial arts and dance studios | 73 | #35 of 378 | 12 | 3.4 | $2.6M | 130 | 5 |
| Convenience stores | 73 | #63 of 529 | 28 | 8.0 | $7.7M | 97 | Under 3 |
| Fast food and sandwich shops | 73 | #69 of 537 | 43 | 12.3 | $3.2M | 106 | 55 |
| Laundromats | 72 | #24 of 150 | 7 | 2.0 | $9.9M | 79 | Under 3 |
| Spas and skin care | 69 | #70 of 504 | 26 | 7.5 | $1.4M | 155 | 5 |
| Auto repair and car care | 69 | #90 of 538 | 142 | 40.7 | $277K | 103 | 46 |
| Nail salons | 68 | #77 of 387 | 15 | 4.3 | $2.4M | 141 | 5 |
| Grocery stores | 68 | #87 of 506 | 21 | 6.0 | $10.2M | 110 | 13 |
| Restaurants and cafes | 68 | #93 of 538 | 336 | 96.3 | $414K | 112 | 141 |
| Coffee shops and cafes | 66 | #94 of 529 | 30 | 8.6 | $4.6M | 125 | 16 |
| Sit-down restaurants | 66 | #102 of 538 | 162 | 46.5 | $858K | 129 | 65 |
| Collision repair and body shops | 65 | #89 of 387 | 12 | 3.4 | $3.3M | 106 | 9 |
| Gas stations | 65 | #112 of 536 | 46 | 13.2 | $2.2M | 91 | 35 |
| Yoga, Pilates and fitness studios | 64 | #19 of 112 | 6 | 1.7 | $5.2M | 129 | 12 |
| Pet stores | 64 | #52 of 220 | 9 | 2.6 | $3.3M | 74 | Under 3 |
| Dentists and orthodontists | 64 | #131 of 526 | 30 | 8.6 | $1.7M | 170 | 27 |
| Property management | 63 | #42 of 180 | 7 | 2.0 | Index only | 128 | 8 |
| Optometrists and eye care | 63 | #105 of 400 | 18 | 5.2 | $2.8M | 89 | 6 |
| Electricians | 61 | #81 of 295 | 11 | 3.2 | $8.7M | 72 | 21 |
| Auto repair shops | 60 | #168 of 538 | 84 | 24.1 | $468K | 105 | 41 |
| Mortgage brokers and lenders | 59 | #52 of 177 | 8 | 2.3 | Index only | 159 | Under 3 |
| Funeral homes | 55 | #145 of 365 | 9 | 2.6 | $526K | 77 | 8 |
| Chiropractors | 55 | #171 of 426 | 24 | 6.9 | $2.1M | 87 | 11 |
| Pet grooming and boarding | 52 | #183 of 387 | 25 | 7.2 | $1.2M | 47 | 5 |
| Child care and preschools | 52 | #218 of 454 | 22 | 6.3 | $652K | 65 | 16 |
| Gyms, studios and classes | 52 | #249 of 535 | 49 | 14.1 | $640K | 97 | 17 |
| House cleaning | 50 | #65 of 142 | 8 | 2.3 | $5.4M | 85 | 16 |
| Salons, barbers and spas | 50 | #272 of 538 | 148 | 42.4 | $239K | 112 | 35 |
| Gyms | 48 | #278 of 506 | 31 | 8.9 | $1M | 78 | 12 |
| Veterinarians | 47 | #225 of 398 | 16 | 4.6 | $1.9M | 69 | 16 |
| HVAC and plumbing | 45 | #288 of 476 | 27 | 7.7 | $3.5M | 74 | 34 |
| Real estate agents and brokers | 44 | #339 of 533 | 66 | 18.9 | Index only | 138 | 28 |
| Clothing, shoes and laundry | 43 | #330 of 536 | 90 | 25.8 | $769K | 87 | 41 |
| Clothing and shoe stores | 43 | #332 of 536 | 67 | 19.2 | $1M | 81 | 38 |
| Real estate | 43 | #350 of 536 | 83 | 23.8 | Index only | 138 | 45 |
| Pet businesses | 42 | #366 of 527 | 57 | 16.3 | $528K | 60 | 21 |
| Landscaping and lawn care | 41 | #262 of 399 | 19 | 5.4 | $2.3M | 78 | 43 |
| Lawn, cleaning and pest control | 41 | #310 of 481 | 29 | 8.3 | $1.5M | 89 | 59 |
| Hair salons | 41 | #372 of 538 | 98 | 28.1 | $360K | 84 | 25 |
| Insurance agencies | 40 | #355 of 537 | 57 | 16.3 | $1.1M | 84 | 29 |
| Home repair trades | 39 | #394 of 526 | 60 | 17.2 | $1.6M | 65 | 65 |
| Roofing and gutters | 34 | #232 of 288 | 22 | 6.3 | $4.3M | 51 | 10 |
| Oil change and quick lube | Not scored | Not scored | 5 | 1.4 | $7.9M | 57 | Under 3 |
| 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 the Watertown-Fort Atkinson 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 | $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 the Watertown-Fort Atkinson area
- 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 the Watertown-Fort Atkinson 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 Watertown-Fort Atkinson 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 Watertown-Fort Atkinson area 1
- Jefferson County, WI86,003 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 Watertown-Fort Atkinson, WI area growing?
Population estimates put the Watertown-Fort Atkinson area at 86,505 people in 2025, up 0.3% since 2020, slower than the U.S. (+3.1%). It has 34,873 households. Against the 2015–2019 survey, median household income rose 26.3%, before inflation.
How much do households in the Watertown-Fort Atkinson, WI area spend?
Households in the Watertown-Fort Atkinson area spend about $496.1M a year on rent and homeowner costs, $214.8M on groceries and $139M on food away from home. Relative to the U.S., household spending in the Watertown-Fort Atkinson 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 (71).
Which business types have the highest market scores in the Watertown-Fort Atkinson, WI area?
Of the business types scored in the Watertown-Fort Atkinson area, primary care and pediatric clinics (86), barbershops (83) and physical therapy clinics (81) have the highest Groundwork market scores. For primary care and pediatric clinics, that ranks #7 of 458 scored small-town markets.
How does the Watertown-Fort Atkinson, WI area compare with the U.S.?
Median household income in the Watertown-Fort Atkinson area is $83,750, 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. 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).
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 Watertown-Fort Atkinson 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 Watertown-Fort Atkinson 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.
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Screening a site or an acquisition in the Watertown-Fort Atkinson area?
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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.