How to Read a Demographic Report

Every retail listing comes with a demographic report. Most people look at the big population number, maybe the income, and move on. But those pages can tell you a lot more about whether a site will actually work for your business, if you know where to look.

We’ll use Fairview Plaza in Vallejo as an example.

Start with the right ring

Think about how far your customers usually travel to get to you. A coffee shop or dry cleaner lives off the 1-mile ring, the people who stop in on the way to somewhere else. Most neighborhood restaurants and services draw from about 3 miles. If people make a special trip to see you, look at the 5-mile ring.

Check who’s around during the day

Daytime population counts the people in the area during business hours, workers included. It helps you understand when your customers are nearby. Around Fairview, nearly 66,000 people are in the 3-mile ring during the day, and a strong residential base of more than 113,000 people supports busy evenings and weekends. That mix works for everything from lunch spots to dinner, family concepts and services.

Look beyond the circles

A 3-mile circle doesn’t account for freeways or traffic. Drive times give you a better idea of who can actually get to you. Fairview sits right on Interstate 80, with more than 145,000 cars passing by every day, so its 20-minute drive time reaches more than 555,000 people. That’s a lot more than the rings alone show.

Look at income, and ask for the full picture

Average household income around Fairview ranges from $121,000 to $133,000, which means strong spending power for a wide range of concepts. When you compare sites, it’s a good idea to ask for median income alongside the average. Together they give you the most complete picture of a trade area.

The bottom line

Strong numbers like Fairview’s are a great place to start. The best sites are the ones where those numbers line up with your customer, your hours and how far people will drive to see you. And always visit in person before you sign anything

Looking for space? Talk to our leasing team.