Town · Wisconsin
Town of River Falls, Wisconsin
River Falls (town), town, in Pierce County, Wisconsin. River Falls (town) had 2,278 residents on July 1, 2025 by the Census Bureau's estimate, up 3.1% since 2020; the 2020 Census counted 2,215 and the ACS 2020-2024 5-year estimates put it at 2,631 (±368). GEOID 5509368300.
Residents, July 2025 estimate
2,278
Census Bureau estimate (no margin published)
2020 Census count: 2,215 · ACS 2020-2024: 2,631 ±368
Median household income
$118,500
±$19,828 (90% margin)
Wisconsin: $77,485
Median home value
$390,500
±$24,799 (90% margin)
Wisconsin: $266,500
Median gross rent
$1,446
±$1,244 (90% margin)
Wisconsin: $1,087
Where is River Falls (town) and what county is it in?
River Falls (town) is a town in Pierce County, Wisconsin. It covers 43.7 square miles of land, 51 residents per square mile in 2020.
River Falls (town) is in the Minneapolis-St. Paul-Bloomington, MN-WI metropolitan statistical area, which takes in 15 counties (Census Bureau delineation, July 2023).
Source: 2024 Gazetteer and 2020 place-by-county files, U.S. Census Bureau · Census reference files
How many people live in River Falls (town), and is it growing?
The Census Bureau estimates that 2,278 people lived in River Falls (town) on July 1, 2025, up 3.1% since 2020, faster than Wisconsin (+1.3%). The 2020 Census counted 2,215 residents. The 2020-2024 American Community Survey, a five-year sample, puts the population at 2,631 (±368).
| Measure | River Falls (town) | Pierce County | Change since 2015-2019 |
|---|---|---|---|
| Total population | 2,631±368 | 42,584 | no clear change |
| Households | 846±139 | 15,867 | no clear change |
| Average household size | 3.10±0.31 | 2.53 | +0.56 |
| Housing units | 945±144 | 17,152 | no clear change |
River Falls (town)'s population since 2000
From 2,304 in 2000 to 2,278 in 2025: down 1.1%. The 2000, 2010 and 2020 figures are census counts, each for River Falls (town) as it was drawn that year: a place that annexed land, or a community that has since incorporated, covered a different area then. The 2005 figure is the Census Bureau's intercensal estimate, revised to fit the 2000 and 2010 counts and drawn on 2010 boundaries; 2015 and 2025 are July 1 estimates made from the census before them.
Source: The 2000, 2010 and 2020 Census counts and the Census Bureau's population estimates (intercensal 2000-2010, Vintage 2020, Vintage 2025) · Census population estimates
Source: American Community Survey 2020-2024 5-year estimates, U.S. Census Bureau (released January 2026); Census PEP Vintage 2025 (SUB-EST2025, CO-EST2025); 2020 Census P.L. 94-171 · Check it at data.census.gov
Who lives in River Falls (town)?
The median resident of River Falls (town) is 40.8 years old; 20.7% are under 18 and 17.9% are 65 or older. The largest group is non-Hispanic white residents at 92.4%, then non-Hispanic residents of two or more races at 3.8%.
| Measure | River Falls (town) | Pierce County | Change since 2015-2019 |
|---|---|---|---|
| Median age | 40.8±3.7 | 38.8 | −6.2 |
| Under 18 years | 20.7%±4.3 pts | 20.3% | – |
| 65 years and over | 17.9%±4.5 pts | 16.8% | – |
| Male | 50.1%±3.7 pts | 50.0% | – |
| Hispanic or Latino (any race) | 0.3%±0.4 pts | 3.0% | – |
| White alone, not Hispanic | 92.4%±4.4 pts | 91.3% | no clear change |
| Black or African American alone, not Hispanic | 0.8%±0.8 pts | 0.6% | – |
| Asian alone, not Hispanic | 1.3%±1.1 pts | 1.2% | – |
| American Indian and Alaska Native alone, not Hispanic | 1.4%±1.5 pts | 0.1% | – |
| Native Hawaiian and Other Pacific Islander alone, not Hispanic | 0.0%±0.9 pts | 0.1% | – |
| Two or more races, not Hispanic | 3.8%±3.3 pts | 3.4% | – |
| Some other race alone, not Hispanic | 0.0%±0.9 pts | 0.3% | – |
| Born outside the United States | 1.9%±1.3 pts | 2.2% | – |
| Speak a language other than English at home (age 5+) | 2.2%±2.1 pts | 3.1% | – |
| Civilian veterans (age 18+) | 4.7%±2.1 pts | 5.6% | – |
| With a disability | 6.2%±2.0 pts | 10.4% | – |
| No health insurance coverage | 1.5%±1.1 pts | 3.1% | – |
| High school graduate or higher (age 25+) | 96.9%±2.5 pts | 96.3% | – |
| Bachelor's degree or higher (age 25+) | 46.6%±6.3 pts | 33.5% | no clear change |
| Graduate or professional degree (age 25+) | 12.8%±3.2 pts | 10.5% | – |
| Lived in the same house a year earlier | 92.8%±4.7 pts | 84.5% | – |
| Moved from another state in the past year | 1.3%±1.3 pts | 7.4% | – |
Source: American Community Survey 2020-2024 5-year estimates, U.S. Census Bureau (released January 2026) (Data Profiles DP02, DP05) · Check it at data.census.gov
What do households in River Falls (town) earn?
Half of River Falls (town)'s 846 households earn less than $118,500 a year (±$19,828), against $92,109 in Pierce County and $77,485 in Wisconsin. In 2015-2019 it was $110,056 in 2024 dollars; the margins of error cannot tell the two periods apart. 4.0% of residents live below the poverty line.
| Measure | River Falls (town) | Pierce County | Change since 2015-2019 |
|---|---|---|---|
| Median household income | $118,500±$19,828 | $92,109 | no clear change |
| Mean household income | $143,338±$16,239 | $118,966 | – |
| Per capita income | $48,565±$5,052 | $45,908 | no clear change |
| People below the poverty line | 4.0%±2.6 pts | 9.8% | – |
| Children under 18 below the poverty line | 5.1%±5.0 pts | 7.4% | – |
| Households receiving SNAP | 1.3%±1.3 pts | 5.9% | – |
| Households with a computer | 98.7%±1.4 pts | 95.7% | – |
| Households with a broadband subscription | 97.8%±1.8 pts | 92.2% | – |
Source: American Community Survey 2020-2024 5-year estimates, U.S. Census Bureau (released January 2026) (Data Profile DP03) · Check it at data.census.gov
What does housing cost in River Falls (town)?
Owners occupy 90.2% of River Falls (town)'s occupied homes and renters 9.8%. The median owner-occupied home is valued at $390,500 by its owner (±$24,799).
| Measure | River Falls (town) | Pierce County | Change since 2015-2019 |
|---|---|---|---|
| Median home value (owner-occupied) | $390,500±$24,799 | $333,700 | +$31,753 |
| Median gross rent | $1,446±$1,244 | $1,044 | – |
| Renters paying 35% or more of income on rent | 12.0%±14.5 pts | 32.4% | – |
| Median monthly owner costs, with a mortgage | $2,141±$97 | $2,008 | – |
| Owner-occupied homes | 90.2%±5.4 pts | 75.0% | +8.3 pts |
| Renter-occupied homes | 9.8%±5.4 pts | 25.0% | – |
| Housing units | 945±144 | 17,152 | no clear change |
| Homeowner vacancy rate | 1.4%±2.0 pts | 0.4% | – |
| Rental vacancy rate | 0.0%±23.4 pts | 5.9% | – |
| Single-family detached homes | 92.1%±4.0 pts | 73.5% | – |
| Mobile homes | 2.4%±2.6 pts | 4.6% | – |
| Built 2020 or later | 0.0%±2.3 pts | 2.0% | – |
| Built 2010 to 2019 | 5.7%±3.8 pts | 8.1% | – |
| Built 1939 or earlier | 13.4%±4.6 pts | 18.4% | – |
| Households with no vehicle | 1.8%±2.0 pts | 2.7% | – |
Source: American Community Survey 2020-2024 5-year estimates, U.S. Census Bureau (released January 2026) (Data Profile DP04) · Check it at data.census.gov
How many new homes is River Falls (town) building?
Builders took permits for 6 new housing units in River Falls (town) in 2025 (6 in single-family houses), 2.6 per 1,000 residents against 4.3 across Wisconsin.
Counts of units in permits a local office issued; not every permitted unit is built. A year marked with months was reported for part of the year.
Source: Building Permits Survey, annual place files 2019-2025, U.S. Census Bureau · Census Building Permits Survey
How do people in River Falls (town) work and get to work?
74.2% of River Falls (town)'s workers drive alone and 17.4% work from home. The average trip to work takes 30.6 minutes.
| Measure | River Falls (town) | Pierce County | Change since 2015-2019 |
|---|---|---|---|
| In the labor force (age 16+) | 69.9%±5.0 pts | 68.6% | – |
| Unemployment rate | 2.9%±2.0 pts | 3.2% | – |
| Drove alone to work | 74.2%±5.3 pts | 75.4% | – |
| Carpooled | 4.3%±3.0 pts | 6.1% | – |
| Public transportation | 0.0%±1.6 pts | 0.0% | – |
| Walked | 1.5%±1.4 pts | 4.5% | – |
| Worked from home | 17.4%±5.4 pts | 12.8% | +10.9 pts |
| Mean travel time to work | 30.6 min±4.6 | 26.8 min | no clear change |
Source: American Community Survey 2020-2024 5-year estimates, U.S. Census Bureau (released January 2026) (Data Profile DP03) · Check it at data.census.gov
What census tracts are in River Falls (town)?
No census tract lies mostly in River Falls (town); 5 tracts reach into it (2020 census blocks).
| Tract | Residents, 2020-2024 | Median household income |
|---|---|---|
| Tract 9602Pierce County | 6,079 | $104,243 |
| Tract 9604Pierce County | 6,845 | $75,643 |
| Tract 9605Pierce County | 8,477 | $100,924 |
| Tract 9603Pierce County | 5,148 | $83,615 |
| Tract 9606Pierce County | 4,632 | $103,500 |
Source: American Community Survey 2020-2024 5-year estimates, U.S. Census Bureau (released January 2026); 2020 block assignment files (tract share = share of the tract's census blocks in River Falls (town)) · Census block assignment files
How does River Falls (town) compare with other places in Wisconsin?
By the Census Bureau's July 2025 estimates, River Falls (town) is the 4,397th-most populous of the 16,079 U.S. towns and townships that have one and the 153rd-most populous of 1,239 in Wisconsin.
River Falls (town) ranks 83rd of 914 places in Wisconsin with 1,000 or more residents and a reliable estimate, by median household income.
| Measure | Rank | Of |
|---|---|---|
| Population, July 2025 estimate | 153rd | 1,239 |
| Growth 2020-2025 (PEP) | 188th | 884 |
| Residents per square mile | 616th | 914 |
| Median household income | 83rd | 914 |
| Per capita income | 263rd | 911 |
| Median home value | 124th | 913 |
| Poverty rate | 588th | 706 |
| Bachelor's degree or higher | 81st | 914 |
| Median age | 650th | 914 |
| Owner-occupied share | 305th | 914 |
| Work from home | 144th | 827 |
| Travel time to work | 84th | 914 |
River Falls (town)'s figures with every place in Wisconsin (CSV)
Every place in Wisconsin, sortable · Compare River Falls (town) with other places
Source: PlainCities ranks computed from the American Community Survey 2020-2024 5-year estimates, U.S. Census Bureau (released January 2026) and PEP Vintage 2025 · How ranks are computed
How reliable are the figures for River Falls (town)?
25 of the 57 figures for River Falls (town) on this page carry a coefficient of variation over 40% and are marked with a ring: they come from a small sample, so read them as rough.
The American Community Survey samples about one household in eight over five years, so every figure is an estimate with a 90% margin of error (shown under each value). A ring marks an estimate whose coefficient of variation is over 40%. A change is called only when the gap between the two periods is larger than their combined 90% margin (the square root of the sum of the two squared margins), the Census Bureau's test. How to read a margin of error.
Source: American Community Survey 2020-2024 5-year estimates, U.S. Census Bureau (released January 2026): margins of error as published · ACS technical documentation
How these figures are made: methodology and release checks · reading a margin of error · every state · corrections
Not on this page: crime, weather and schools for River Falls (town) are other agencies' records. Crime: the FBI's Crime Data Explorer · climate: NOAA's U.S. Climate Normals · schools: the National Center for Education Statistics' school search.