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Market Potential
The Market Potential for an area is a measure of expected retail expenditure. This expenditure potential estimate represents the total annual dollars that are likely to be spent on retail merchandise by an area's households.
Our suppliers developed this proprietary modeled database containing current year estimates and five-year projections for United States consumer buying patterns (household expenditure potential). The Market Potential database product generates expenditure potential for any geographic or geometric area in the U.S. An expenditure potential estimate represents the dollar amount of retail purchases made by persons living within an area, regardless of where such purchases are made.
Market Potential has expenditure estimates for 325 unduplicated product categories and 32 store types.
The Market Potential for an area is a measure of expected retail expenditure. This expenditure potential estimate represents the total annual dollars that are likely to be spent on retail merchandise by an area's households. Expenditure potential is not actual retail sales; rather, it is an estimate of retail sales. Expenditure potential and actual retail sales are generally not equal for the following reasons:
Using Market Potential, you can estimate expenditure potential for small geographic areas, which can then be compared to actual experience.
