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Income Matters for Retail Development, but So Does Density

Retail development traditionally follows rooftops—but how does household income influence where retail spaces emerge? The Raleigh-Durham region, also known as the Research Triangle, provides valuable insights.

Using a hexagonal mapping approach, VidTech analyzed this area, highlighting the relationship between income distribution, housing density, and retail growth. The findings reveal that while income matters, density is equally critical in determining retail development success.


Cary/RTP: Where Affluence Meets Density

The Cary/Research Triangle Park (RTP) area exemplifies a sweet spot for retail development. This region combines high household incomes, a relatively dense housing network, and a robust daytime population driven by its role as an employment hub.

Retail thrives here: the renowned regional mall, The Streets at Southpoint, serves shoppers not only from Cary/RTP but also from neighboring affluent communities like Chapel Hill.


When High Income Isn’t Enough

Not all affluent areas translate to retail hubs. North of Raleigh and along the I-540 beltway, sprawling high-income neighborhoods remain underdeveloped for retail. The missing link? Housing density.

Despite significant income levels, sparse rooftops and potentially restrictive zoning limit retail construction in these areas. Conversely, regions with a balanced mix of population density and infrastructure investment see stronger retail development.


Infrastructure as a Catalyst

The construction of the I-540 Northern Wake Expressway in the early 2000s catalyzed retail growth east of Raleigh. This development attracted shopping centers near Highway 1, supported by dense housing developments in the vicinity.

Similarly, southwest of Raleigh, booming population growth and new home construction have spurred the development of grocery-anchored retail centers and large community shopping hubs.


The Density-Income Nexus

Raleigh-Durham illustrates that successful retail development depends on the interplay between income levels and housing density. While affluent areas may promise spending power, without adequate rooftops to support foot traffic, retail growth lags.


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