Key Findings:
- Montana & Wisconsin are the top states with the most side hustlers, signaling the need for businesses to offer job flexibility and more affordable products.
- Alabama & Florida have the lowest percentage of side hustlers, providing an opportunity for brands to offer leisure and lifestyle products that may resonate more with consumers.
- Midwest & Mountain Regions have a growing small business and freelancer market, making it lucrative for businesses to offer tools that support entrepreneurs.
As more Americans turn to side hustles to make ends meet, the workforce landscape is shifting in ways that impact hiring, retention, and customer engagement.
DesignRush found that 6.02% of U.S. adults — about 1 in 17 people — have a side hustle.
However, participation rates vary widely by state, with rural and high-cost states seeing the highest numbers.
As economic conditions shift, businesses need to understand how workforce dynamics are changing.
This trend is not just about individual financial struggles; it’s a signal for businesses to rethink how they attract, retain, and support talent while also creating products that cater to the growing number of consumers juggling multiple jobs.
DesignRush analyzed data from 546,413 respondents, examining employment trends, average incomes, and cost-of-living data to determine which states have the highest and lowest side hustle rates.
DesignRush's study further revealed that:
- 30% of side hustlers rely on extra income for basic expenses, earning an average of $688/month.
- Rural & high-cost states see the highest side hustle rates, driven by necessity.
Why It Matters to Your Business:
- Hiring & Retention Challenges – With more employees juggling side hustles, burnout and turnover are rising. Companies must provide work-life balance and engagement strategies.
- Shifting Job Market – Flexible work arrangements, remote opportunities, and gig-friendly policies can help attract and retain talent.
- Brand Visibility Matters – Side hustlers want affordable, efficient products. Brands need a digital presence where they search for solutions.
- Targeted Marketing – Establish a strong digital presence where side hustlers search for opportunities and tailor products to their need for flexibility, affordability, and efficiency.
The Top 10 States with the Most Side Hustlers
| State | Single Job | Dual Jobs | % of Side-Hustlers | Average Income | Cost of Living Index |
| Montana | 9273 | 859 | 9.30% | $55,920 | 103.7 |
| Wisconsin | 7960 | 700 | 8.80% | $59,500 | 95 |
| Nebraska | 6983 | 607 | 8.70% | $58,080 | 90.1 |
| Hawaii | 7315 | 632 | 8.60% | $65,030 | 179 |
| Kansas | 6830 | 580 | 8.50% | $56,270 | 87.7 |
| Wyoming | 7269 | 617 | 8.50% | $57,930 | 92.8 |
| North Dakota | 7964 | 663 | 8.30% | $59,050 | 94.6 |
| Minnesota | 7559 | 618 | 8.20% | $66,700 | 94.1 |
| Iowa | 6515 | 511 | 7.80% | $56,400 | 89.7 |
| Maine | 3902 | 300 | 7.70% | $60,000 | 111.5 |
See the full dataset to understand workforce trends in your state.
States with the Highest Side Hustle Rates and Its Implications on Businesses
1. Montana
The rural economy drives side hustles with a need for flexible income solutions.
Implication for Business: There’s a growing demand for flexible, remote work opportunities and products/services that help stabilize income, such as financial planning tools or affordable side gig solutions.
- Percentage of workers with extra jobs: 9.3%
- Employed individuals: 9,273
- Employees with a second job: 859
With an average income of $58,080 and a cost-of-living index of 90.1 (below the national average), many Montanans use side hustles to stabilize their financial situation.
2. Wisconsin
Lower wages and living costs likely drive Wisconsin workers to seek extra income through gig work and small business ventures.
Implication for Business: Companies can offer flexible work opportunities, business tools, and financial solutions that support workers balancing multiple income streams.
- Percentage of workers with extra jobs: 8.8%
- Employed individuals: 7,960
- Employees with a second job: 700
Wisconsin’s cost-of-living index of 95 is below the national average, while the state's $59,500 average income provides moderate earning power.
3. Nebraska
Lower average wages push workers to seek extra income through gig work and eCommerce.
Implication for Business: Brands can target this market with affordable, scalable solutions — whether through gig-based platforms, eCommerce tools, or cost-effective products that cater to the side-hustle lifestyle.
- Percentage of workers with extra jobs: 8.7%
- Employed individuals: 6,983
- Employees with a second job: 607
Nebraska’s cost-of-living index of 101.3 is slightly above the national average, while the state's $58,900 average income remains relatively low, pushing many to seek additional income.
4. Hawaii
The high cost of living forces many to take on second jobs in tourism, hospitality, and gig work.
Implication for Business: Tourism and hospitality brands should consider offering flexible scheduling and remote options, while other sectors can explore products that cater to people balancing multiple roles.
- Percentage of workers with extra jobs: 8.6%
- Employed individuals: 7,315
- Employees with a second job: 632
Hawaii's cost-of-living index of 106.1 is among the highest in the country, while its average income of $55,640 struggles to keep pace with expenses.
5. Kansas
Energy and agriculture sectors fuel a need for multiple income streams.
Implication for Business: Companies can capitalize on contract-based and freelance opportunities, offering specialized tools for energy sector workers, or supporting small businesses with scalable solutions.
- Percentage of workers with extra jobs: 8.3%
- Employed individuals: 7,964
- Employees with a second job: 663
Despite an average income of $59,890 and a cost-of-living index of 94, many workers in the state take on side jobs to capitalize on seasonal and contract-based work opportunities.
States with the Lowest Side Hustle Rates and Its Implications on Businesses
1. Alabama
The low cost of living means fewer residents need second jobs.
Implication for Business: Employers in these regions can focus on retaining talent with stable, full-time positions and consider product offerings that align with a higher standard of living and personal satisfaction.
- Percentage of workers with extra jobs: 3.3%
- Employed individuals: 9,634
- Employees with a second job: 322
With an average income of $53,400, most workers earn enough to meet their basic needs without relying on a second job.
2. Florida
A strong tourism industry provides stable jobs.
Implication for Business: Focus on industries with stable jobs. Products and services that cater to tourism professionals and related sectors can be marketed to attract full-time workers rather than side hustlers.
- Percentage of workers with extra jobs: 3.7%
- Employed individuals: 23,440
- Employees with a second job: 863
With an average income of $61,250, most Floridians do not need additional jobs to meet their expenses.
3. Mississippi
Affordable living and moderate wages reduce the need for extra income.
Implication for Business: Companies can focus on creating products that target households with fewer financial pressures. Emphasize quality of life and convenience over financial necessity.
- Percentage of workers with extra jobs: 3.8%
- Employed individuals: 7,959
- Employees with a second job: 304
Mississippi boasts an affordable cost-of-living index of 88.4, making it one of the least expensive states to live in.
4. North Carolina
High wages and a low cost of living reduce the need for side hustles in North Carolina.
Implication for Business: In lower-cost states with stable wages, businesses can focus on attracting talent with competitive salaries, benefits, and long-term career growth rather than relying on gig-based or part-time roles.
- Percentage of workers with extra jobs: 4.3%
- Employed individuals: 12,195
- Employees with a second job: 530
North Carolina’s cost-of-living index of 94.6 is below the national average, while the state's $59,730 average income provides sufficient earning power. This balance reduces financial pressure, making side hustles less necessary for many residents.
5. Arkansas
Fewer workers in Arkansas rely on side hustles to supplement their earnings.
Implication for Business: In lower-cost states, businesses can attract employees with steady wages and benefits, focusing on full-time roles rather than gig or part-time opportunities.
- Percentage of workers with extra jobs: 4.4%
- Employed individuals: 8,992
- Employees with a second job: 395
Arkansas’s cost-of-living index of 90.3 is well below the national average, while the state's $51,250 average income provides enough financial stability for many residents.
Methodology
To determine the side hustle participation rate across U.S. states, this study analyzed employment data from the Current Population Survey (CPS), a national labor force survey conducted monthly by the U.S. Census Bureau and the Bureau of Labor Statistics.
A total of 546,413 respondents were surveyed throughout 2024, ensuring a robust dataset that accurately reflects employment trends across all U.S. states.
The key metrics analyzed include:
- Primary Employment Rate – The percentage of respondents holding one job as their primary source of income.
- Dual Employment Rate – The percentage of respondents working two or more jobs.
- Side Hustle Participation Rate – The proportion of employed individuals engaged in multiple jobs.
Data Source and Collection
The data was obtained from the Current Population Survey (CPS), accessible at census.gov.
The survey was conducted monthly, covering employment and labor force participation statistics from January to December 2024.
Results were aggregated and averaged over the 12 months to provide a comprehensive yearly view.
If you’re looking for an agency that could help you manage your employment or marketing strategy given the hustle culture, check out the DesignRush agency directory.
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