Esri's U.S. Retail MarketPlace data provides a direct comparison between retail sales and consumer spending by industry and measures the gap between supply and demand. This database includes retail sales by industry to households and retail potential or spending by households.
Esri's U.S. Retail MarketPlace data helps organizations to accurately measure retail activity by trade area and to compare retail sales to consumer spending by NAICS industry classification such as the following:
- Food and drink
- Electronics and appliances
- Health and personal care
Read about Understanding the Leakage/Surplus Factor.
Esri uses the following methodology for Retail MarketPlace data:
- 2017 Retail MarketPlace Methodology (PDF)
- 2016 Retail MarketPlace Methodology for 2016 Release 2 (PDF)
- Retail MarketPlace Leakage/Surplus Factor Data Note (PDF)
Understanding the Leakage/Surplus Factor
The Leakage/Surplus Factor measures the balance between the volume of retail sales (supply) generated by retail businesses and the volume of retail potential (demand) produced by household spending on retail goods within the same industry. The Leakage/Surplus Factor enables a one-step comparison of supply against demand-and a simple way to identify business opportunity.
Leakage in an area represents a condition where demand exceeds supply. In other words, retailers outside the market area are fulfilling the demand for retail products; therefore, demand is "leaking" out of the trade area. Such a condition highlights an opportunity for new retailers to enter the trade area or for existing retailers to extend their marketing outreach to accommodate the excess demand. In the Retail MarketPlace Profile report, leakage is indicated by a green, or positive, Leakage/Surplus Factor.
Surplus in an area represents a condition where supply exceeds the area's demand. Retailers are attracting shoppers that reside outside the trade area. The "surplus" is in market supply. Brand positioning and product mix are key differentiators in these types of markets. In the Retail MarketPlace Profile report, surplus is indicated by a red, or negative, Leakage/Surplus Factor.
The Leakage/Surplus Factor ranges in value from "-100" to "+100".
In the Retail MarketPlace Profile report, leakage is indicated by a green, or positive, Leakage/Surplus Factor and surplus is indicated by a red, or negative, Leakage/Surplus Factor.
In this map from the ArcGIS Living Atlas, you can see Leakage, where demand exceeds supply, in green.