Direct Seller License

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No person shall engage in the business of direct seller or solicitor going door-to-door within the City of La Crosse without first obtaining a license. See Ch. 10, Art. XVI of the La Crosse Municipal Code.

"Direct Seller" shall mean any person who sells goods and/or services at any location other than a permanent place of business in the City of La Crosse or takes sale orders for the later delivery of goods and shall include, but not be limited to canvassers, peddlers, solicitors and transient merchants.

"Solicitor" shall mean any person who solicits or asks for contributions for any purpose or engages in an activity to solicit or ask for contributions for any purpose.

For door-to-door or traveling sales, individual photos are required for identification cards. The City Clerk's Office is available to take photographs Monday - Friday, 8:30 a.m. - 4:30 p.m. Please call (608) 789-7510 to schedule an appointment. If you are unable to appear in the Clerk's Office during these hours, you may submit a color photograph - see Direct Seller Photo Guidelines.

Related Laws

Note: Effective May 1, 2010, if you are working as a traveling sales crew, you are required to register with the Wisconsin Department of Workforce Development.

  • "Traveling Sales Crew" means 2 or more individuals who are employed as salespersons or in related support work, who travel together in a group, and who are absent overnight from their permanent places of residence for the purpose of selling consumer goods or services to consumers from house to house, on any street, or in any other place that is open to the public. (Exempted as those who are traveling together for the purpose of participating in a trade show or convention or 2 or more immediate family members who are traveling together for the purpose of selling consumer goods or services.)

  • See 103.34 Wis. Stats. Regulation of traveling sales crews for more information.

  • If you meet the definition of "Traveling Sales Crew," you will be required to present your DWD Certificate of Registration prior to being issued a Direct Seller License in the City of La Crosse. If you are mailing your application and fee, photocopies of the DWD Certificate of Registration must be provided for each person.

License Period

All applications shall be filed at least ten (10) days prior to issuance and unless revoked or suspended, a Direct Seller Permit shall be valid for a period not exceeding ninety (90) days.

License Fee

$60.00 is due at the time of application. If going door-to-door, an additional $10 per ID is also due. Fees can be paid by cash, check payable to City Treasurer or credit with convenience fee.

Insurance Required

A certificate of liability and contractual liability policy in the minimum amount of one hundred thousand dollars ($100,000.00) each person, three hundred thousand dollars ($300,000.00) each accident for bodily injury and one hundred thousand dollars ($100,000.00) for property damage. The insurance policy shall be endorsed naming the City, its officials, employees and agents as additional insured. The Certificate of Insurance shall provide thirty (30) days written notice to the City upon cancellation, or nonrenewal or material change in policy.

IMPORANT NOTE: The additional insured endorsement must accompany the certificate of insurance at the time of filing.

How to Apply

Applications shall be made in writing on the form prescribed by law and filed with the City Clerk's Office who may issue the same after appropriate investigation by the Police Department.

Sales of merchandise on premises near La Crosse Center

Pursuant to Sec. 34-23 of the Municipal Code, it shall be unlawful for any person to sell, offer to sell or give away any goods, merchandise, or any other articles of any kind on any public street, public parking lot, public parking ramp, public alley or public sidewalk between the time four hours immediately preceding the commencement of any scheduled event at the La Crosse Center and the time one hour immediately after the conclusion of any scheduled event within the following boundaries: On the south by the south line of King Street, on the north by the north line of State Street, on the east by the east line of Fourth Street, on the west by the centerline of the Mississippi River Main Channel.


For more information, contact the City Clerk's Office at (608) 789-7510.

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