For updated Trade Area Analysis (TAA) of Wisconsin counties we use the sales tax data as reported by the Wisconsin Department of Revenue for 2010. 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. Changes in Pull Factors from 2005 to 2010 are provided to gain insights into growing and declining sectors. Finally, an update of simple Wisconsin retail market thresholds estimates (i.e., number of customers required to support an establishment) is also provided.