Nebraska Retail Sales 2005

This report provides base information that facilitates a better understanding of local retail trade areas in Nebraska. Using retail sales data for 2000 through 2005, several basic trade area calculations are presented by county. These indicators include sales, per capita sales, income-weighted pull factors, and sales surplus/leakage. In general, the strongest retail pull factors in the state were found in metropolitan urban counties and in micropolitan counties not adjacent to metros, which pulled in 16 percent and 30 percent more sales than expected, respectively. These strong pull factors are explained by the inflow of consumers into the region from surrounding areas to take advantage of more diverse retail goods. This is evidenced by looking at the location of the lowest retail pull factors. Sizable market share losses of 50 percent or more were found in noncore metro adjacent, noncore micro adjacent, and metro suburban counties.