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University of Minnesota Extension

2017 retail trade analysis of Winona and Winona County

Key findings

Aerial view of Winona, Minnesota
  • Winona’s taxable retail and service sales declined by 2.3 percent between 2014 and 2017, to an estimated total of $278 million.
  • Restaurants and bars were the largest contributors of taxable sales in Winona's retail economy, accounting for more than 26 percent of the total.
  • Sales in several individual categories increased. The largest increase in sales dollars between 2014 and 2017 was in the merchandise category that includes restaurants and bars. Sales in this category increased by more than $5 million, reaching a total of $73.4 million in 2017.
  • In 2017, sales per capita in the community were estimated to be $10,189, slightly higher than the state average of $9,306.

About this report

University of Minnesota Extension developed its retail trade analysis program to assist with the economic development of Minnesota communities. Reports are available for all Minnesota counties, for most cities with a population of more than 5,000, and for a few cities with a population fewer than 5,000. This report is also useful for identifying opportunities to provide new or expanded goods and services.

Winona and Winona County's retail sector can be evaluated by comparing its trends to those of similar jurisdictions. When compared with other Minnesota communities in its size class, Winona performs well, bringing in 18.5 percent more sales than expected. However, total taxable sales have decreased during the last few years.

While some business categories - such as electronics, general merchandise, and eating and drinking establishments - bring customers into the community, opportunities exist to capture more spending in Winona. Data indicates local consumers are shopping outside the community for some goods and services (e.g., clothing and furniture).

More about this report

Read full report (PDF)


Ryan Pesch, Extension educator

Reviewed in 2019

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