Thinking About a Business in Liberty?

LIBERTY, April 20, 2010 – Retail Coach came to Liberty last week and held a meeting at the Liberty City Hall to present the results of a retail study of our area.

They defined and determined the geographic boundaries of our retail area.

They determined our demographic profile. Included in that was the Psychographic Profile of people and families in our area.

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They also determined our sales leakage that represents the sales that people in our trade area purchase out of town.

The largest two Psychograhic Profiles of people living in our trade area are, Big Sky Families and Shotguns & Pickups.

The demographics of Big Sky Families break down in the following ways.

Big Sky Families

Upper-Mid, Younger w/ Kids
Scattered in placid towns across the American heartland, Big Sky Families is a segment of younger rural families who have turned high school educations and blue-collar jobs into busy, upper-middle-class lifestyles. Residents enjoy baseball, basketball, and volleyball, as well as fishing, hunting, and horseback riding. To entertain their sprawling families, they buy virtually every piece of sporting equipment on the market.
Social Group: Country Comfort
Lifestage Group: Mainstream Families
2008 Statistics:
US Households: 2,184,896 (1.90%)
Median HH Income: $57,029
Lifestyle Traits
Buy from J.C. Penney
Own a camper
Read Game & Fish
Watch X Games
Ford F series
Demographics Traits:
Urbanicity: Rural
Income: Upper-Mid
Income Producing Assets: Moderate
Age Ranges: 25-44
Presence of Kids: HH w/ Kids
Homeownership: Mostly Owners
Employment Levels: BC, Service, Mix
Education Levels: Some College
Ethnic Diversity: White

Age
Description U.S. Segment Index
Householder Age: 18-24 5.43 1.88 35
Householder Age: 25-34 15.24 26.00 171
Householder Age: 35-44 19.07 40.71 213
Householder Age: 45-54 21.84 24.67 113
Householder Age: 55-64 17.18 4.09 24
Householder Age: 65-74 10.95 2.43 22
Householder Age: 75+ 10.34 0.33 3

Income
Description U.S. Segment Index
Household Income: Under $10,000 6.89 0.22 3
Household Income: $10,000-$19,999 10.74 1.11 10
Household Income: $20,000-$29,999 11.18 1.00 9
Household Income: $30,000-$39,999 11.24 0.22 2
Household Income: $40,000-$49,999 9.78 0.22 2
Household Income: $50,000-$74,999 19.57 68.69 351
Household Income: $75,000-$99,999 12.22 28.32 232
Household Income: $100,000-$149,999 11.13 0.11 1
Household Income: $150,000-$199,999 4.08 0.22 5
Household Income: $200,000 or More 3.24 0.00 0

Age & Income Summary
Description U.S. Segment Index
Householder Age: 18-34 20.69 27.88 135
Householder Age: 35-54 40.90 65.38 160
Householder Age: 55+ 38.45 6.75 18
Household Income: Under $30K 28.80 2.32 8
Household Income: $30K-$74K 40.57 69.03 170
Household Income: $75K-$99K 12.22 28.32 232
Household Income: $100K+ 18.42 0.22 1

Education
Description U.S. Segment Index
Householder Education: Did Not Graduate H.S. 13.98 6.19 44
Householder Education: Graduated High School 31.16 39.16 126
Householder Education: Attended College 25.89 31.08 120
Householder Education: Bachelor’s Degree 18.95 17.48 92
Householder Education: Post Graduate Degree 10.01 6.19 62

Race & Ethnicity
Description U.S. Segment Index
Race: Asian 2.31 0.33 14
Race: Black 11.39 2.88 25
Race: Other 6.60 1.77 27
Race: White 79.71 94.80 119
Ethnicity: Hispanic 10.04 3.32 33

First Language
Description U.S. Segment Index
Household First Language: English 92.50 99.00 107
Household First Language: Spanish 5.14 0.77 15
Household First Language: Other 2.36 0.22 9
Housing/Home Ownership
Description U.S. Segment Index
Tenure: Home Owned 71.15 89.60 126
Tenure: Rent 28.87 10.29 36
Housing/Home Value
Description U.S. Segment Index
Home Val: Less than $50,000 5.27 6.19 118
Home Val: $50,000-$99,999 10.45 20.24 194
Home Val: $100,000-$149,999 11.55 25.00 216
Home Val: $150,000-199,999 9.08 14.71 162
Home Val: $200,000-499,999 25.40 20.91 82
Home Val: $500,000 or More 9.41 2.54 27
Housing/Length of Residence
Description U.S. Segment Index
Length of Residence: Less Than 1 Year 16.95 11.50 68
Length of Residence: 1-4 Years 28.82 29.98 104
Length of Residence: 5 Years or More 54.17 58.41 108
Family Composition/People in Household
Description U.S. Segment Index
Household Size: 1 26.18 1.99 8
Household Size: 2 35.92 3.87 11
Household Size: 3 or 4 28.47 67.59 237
Household Size: 5+ 9.42 26.55 282

Family Composition/Children under 18 at home
Description U.S. Segment Index
Number of Children: 1 12.61 36.50 290
Number of Children: 2 11.66 41.26 354
Number of Children: 3 4.87 12.72 261
Number of Children: 4 1.62 4.54 280
Number of Children: 5+ 0.74 1.66 226
Family Composition/Presence of children by age
Description U.S. Segment Index
Children’s Age: Under 2 5.75 18.25 317
Children’s Age: 2-5 11.13 32.52 292
Children’s Age: 6-11 14.73 46.68 317
Children’s Age: 12-17 15.21 48.45 319

Employment/Occupation
Description U.S. Segment Index
Householder Occupation: Managemet/Business/Financial 12.52 17.04 136
Householder Occupation: Natural Resources/Construction/Maintenance 8.36 17.59 210
Householder Occupation: Sales/Office 14.31 13.72 96
Householder Occupation: Professional 13.87 16.48 119
Householder Occupation: Other Employed 18.59 29.31 158

Employment/Occupation Detailed

Householder Occupation Detail: Architect/Engineer 1.45 1.55 107
Householder Occupation Detail: Arts/Entertainment/Sports 1.41 0.66 47
Householder Occupation Detail: Business/Finance 2.50 1.77 71
Householder Occupation Detail: Community/Social Services 1.02 1.55 152
Householder Occupation Detail: Computer/Mathematical 2.21 1.44 65
Householder Occupation Detail: Education/Training/Library 3.29 5.42 165
Householder Occupation Detail: Food Preparation/Serving 1.98 0.66 33
Householder Occupation Detail: Health Practitioner/Technician 2.98 4.98 167
Householder Occupation Detail: Healthcare Support 0.88 0.77 88
Householder Occupation Detail: Legal 0.84 0.66 79
Householder Occupation Detail: Life/Physical/Social Sciences 0.71 0.33 47
Householder Occupation Detail: Maintenance/Repair 3.71 9.51 257
Householder Occupation Detail: Building Grounds Maintenance 2.20 1.22 55
Householder Occupation Detail: Management 10.02 15.27 152
Householder Occupation Detail: Natural Resources/Construction 4.66 8.08 173
Householder Occupation Detail: Office/Admin Support 6.46 7.08 110
Householder Occupation Detail: Personal Care/Service 1.61 1.11 69
Householder Occupation Detail: Production 4.98 11.39 229
Householder Occupation Detail: Protective Service/Military 1.92 3.32 173
Householder Occupation Detail: Sales/Related 7.86 6.64 84
Householder Occupation Detail: Transport/Material Moving 5.05 10.84 215

Top 15 Lifestyle Behaviors Index

Go to Auto Racing,1+ Times,1mo (A) 391
Own Horse (H) 390
Buy Chewing Tobacco,1mo (A) * 342
Own All Terrain Vehicle (H) 322
Buy Children’s Athletic Shoes,6mo (H) * 307
Buy Tent,1yr (H) 305
Go Hunting with Gun,1yr (A) 303
Buy from Ponderosa,1mo (A) * 298
Buy Fishing Equipment,1yr (A) 296
Buy Baby Furniture/Equipment,6mo (H) 289
Buy Golf Clubs,1yr (A) 276
Buy Children’s Clothes,6mos (H) 268
Go Horseback Riding,1yr (A) 264
Buy Children’s Toys for Child 12-17years old,1yr (A) 257
Buy from Long John Silver,1mo (A) * 256
Lifestyle Behaviors 16-30 Index
Buy from Shoney’s,1mo (A) * 252
Use Children’s Cold Medicine,1mo (H) * 245
Go Fishing,1yr (A) 244
Own Motorcycle (H) 240
Buy Toys by Internet,1yr (A) 239
Own Riding Lawn Mower (H) 239
Own Rifle/Shotgun (A) 235
Buy Contemporary Christian Music,1yr (A) * 230
Buy Home Furnishings by Mail/Phone,1yr (A) 230
Go to High School Sports,1+ Times,1mo (A) 230
Own Camper (H) 228
Go In-Line Skating,1yr (A) 225
Own Satellite Dish (H) 224
Buy from Captain D’s,1mo (A) * 223
Play Baseball,1yr (A) 223
Lifestyle Behaviors 31-45 Index
Buy High Ticket Sport Equipment,1yr (A) 221
Do Karate,1yr (A) 220
Belong to a Union (A) 217
Buy from Family Restaurant, Child Decides,6mo (A) 217
Buy Camping Equipment,1yr (H) 214
Drive Minivan (A) 213
Order from J.C. Penney,1yr (A) 212
Play Volleyball,1yr (A) 212
Buy Men’s Jeans,$100+,1yr (A) 211
Home Remodeling, Work by Self,1yr (H) 209
Buy from Sonic Drive-in,1mo (A) * 208
Buy Children’s Bicycles,1yr (A) 207
Buy Country Music,1yr (A) * 207
Buy Electronic Games,1yr (A) 206
Own Fishing Equipment (A) 205

Below is the sales leakage that our town is suffering by business category.

SIC RETAILSECTOR LEAKAGEAMOUNT
521 Lumber and Other Building Materials . . . . . . . . . . . . . . . . . . -$11,036,990
523 Paint, Glass and Wallpaper . . . . . . . . . . . . . . . . . . . . . . . .-$2,834,610
525 Hardware Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . -$9,129,891
526 Retail Nurseries and Garden . . . . . . . . . . . . . . . . . . . . . . .-$5,520,859
527 Mobile Home Dealers . . . . . . . . . . . . . . . . . . . . . . . . . .-$174,734
53 General Merchandise Stores . . . . . . . . . . . . . . . . . . . . . .-$40,172,350
541 Grocery Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . -$32,854,100
542 Meat and Fish Markets . . . . . . . . . . . . . . . . . . . . . . . . . -$1,989,814
543 Fruit and Vegetable Markets . . . . . . . . . . . . . . . . . . . . . . .-$694,059
544 Candy, Nut and Confection Stores . . . . . . . . . . . . . . . . . . . . .-$263,318
545 Dairy Products Stores . . . . . . . . . . . . . . . . . . . . . . . . . . .-$70,906
546 Retail Bakeries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . -$631,954
549 Miscellaneous Food Stores . . . . . . . . . . . . . . . . . . . . . . . -$3,755,558
551 New and Used Car Dealers . . . . . . . . . . . . . . . . . . . . . . . -$55,553,470
552 Used Car Dealers . . . . . . . . . . . . . . . . . . . . . . . . . . .-$10,123,230
553 Auto and Home Supply Stores . . . . . . . . . . . . . . . . . . . . . .-$6,878,992
554 Gasoline Service Stations . . . . . . . . . . . . . . . . . . . . . . . . -$13,135,620
555 Boat Dealers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . -$1,590,748
556 Recreational Vehicle Dealers . . . . . . . . . . . . . . . . . . . . . . .-$2,397,739
557 Motorcycle Dealers . . . . . . . . . . . . . . . . . . . . . . . . . . .-$2,334,061
559 Automotive Dealers, NEC . . . . . . . . . . . . . . . . . . . . . . . .-$3,050,485
561 Men’s and Boys’ Clothing Stores . . . . . . . . . . . . . . . . . . . . . -$1,757,516
562 Women’s Clothing Stores . . . . . . . . . . . . . . . . . . . . . . . . -$1,950,763
563 Women’s Accessory and Specialty Stores . . . . . . . . . . . . . . . . .-$349,197
564 Children’s and Infants’ Wear . . . . . . . . . . . . . . . . . . . . . . . . -$588,076
565 Family Clothing Stores . . . . . . . . . . . . . . . . . . . . . . . . . -$1,541,109
566 Shoe Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . -$2,462,573
569 Miscellaneous Apparel and Accessory Stores . . . . . . . . . . . . . . .-$1,141,002
571 Home Furniture and Furnishing . . . . . . . . . . . . . . . . . . . .-$12,778,940
572 Household Appliance Stores . . . . . . . . . . . . . . . . . . . . . . -$2,278,226
573 Radio, TV, and Computer Stores . . . . . . . . . . . . . . . . . . . . .-$25,542,980
5812 Eating Places . . . . . . . . . . . . . . . . . . . . . . . . . . . . .-$45,516,000
5813 Drinking Places . . . . . . . . . . . . . . . . . . . . . . . . . . . . .-$2,104,631
591 Drug Stores and Proprietary . . . . . . . . . . . . . . . . . . . . . . .-$7,072,763
592 Liquor Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .-$1,435,683
593 Used Merchandise Stores . . . . . . . . . . . . . . . . . . . . . . . .-$2,387,356
5941 Sporting Goods, Bicycle and Gun Stores . . . . . . . . . . . . . . . . . -$1,971,063
5942 Book Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . -$1,041,215
5943 Stationery Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . .-$4,185,373
5944 Jewelry Stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . -$1,670,079
5945 Hobby, Toy and Game Shops . . . . . . . . . . . . . . . . . . . . . . -$1,813,613
5946 Camera and Photography Supply Stores . . . . . . . . . . . . . . . . . .-$132,691
5947 Gift, Novelty and Souvenir Shops . . . . . . . . . . . . . . . . . . . . -$1,900,156
5948 Luggage and Leather Goods Stores . . . . . . . . . . . . . . . . . . . . . -$93,108
5949 Sewing, Needlework and Craft Stores . . . . . . . . . . . . . . . . . . . -$277,774
596 Non-store Retailers . . . . . . . . . . . . . . . . . . . . . . . . . . .-$5,731,538
598 Fuel and Ice Dealers . . . . . . . . . . . . . . . . . . . . . . . . . . . -$462,097
5992 Florists . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .-$623,144
5993 Tobacco Stores and Stands . . . . . . . . . . . . . . . . . . . . . . . . -$199,984
5994 News Dealers and Newsstands . . . . . . . . . . . . . . . . . . . . . . -$282,593
5995 Optical Goods Stores . . . . . . . . . . . . . . . . . . . . . . . . . . .-$819,194
5999 Miscellaneous Retail Stores, NEC . . . . . . . . . . . . . . . . . . . .-$18,700,590

The complete reports are available by clicking the links below.

Retail Gap Analysis
Psychographic Profile

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