Retail Market Analysis Sample
Retail Market Analysis for Development Sites
Demand Side Analysis
• Define market or trade area
• Determine number of households and total household income
(US Census Data, BEA Population & Income Estimates)
• Estimate spending for different product and store categories
(Consumer Expenditure Survey)
• Can build more complex spending model tailored to different
income and demographic groups
• Adjust for likely market share/capture rate based on
competitive differentials (site locations, size and quality of
competing centers, and normal leakage.
• Estimate square feet of retail space supportable by resulting
sales (Dollars and Cents of Shopping Centers)
Supply Side Analysis
• Identify competing stores in and near trade area
• Assess competitive differences between site and competing
stores. Consider store location, access, size, and quality in
defining competitiveness.
• Consider planned or potential stores that may enter the
market area—national and regional retail trends are important
• Based on this data, estimate the market share of trade area
sales that a planned type of store at the site could achieve
• Calculate the dollar value of this market share
• Translate this sales level into supportable square footage.
Use industry data on average sales per square foot for
comparable stores.
Analysis can be tailored to focus on demographic groups served
by the store or site (e.g. Brockton example for minority
households)
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