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A Trade Area Analysis of Wisconsin Retail and Service Markets: Updated for 2022

Using 2022 county sales tax data, we examine the strength and weaknesses of Wisconsin retail and service markets through the application of the tools of Trade Area Analysis. Only those counties that have elected to collect the optional county sales tax are included in the analysis. Because sales tax data are used one must keep in mind that the analysis focuses only on taxable sales and may not reflect the total level of activity in the county. Using Pull Factors and measures of Surplus and Leakage the relative strengths, and weaknesses, of local retail and service markets are identified. We also offer a method for using the results of the Trade Area Analysis over the2019 to 2022 to gain further insights into the strengths, weaknesses, opportunities and threats to local retail and service markets.

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