9. EDSR 08-11-2008 - Laserfiche WebLink

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The following tables provide information on retail sales by merchandise category. "Potential sales" is a standard to which actual performance is compared. In calculating potential sales, population and income characteristics are taken into account. Potential sales can be used as a guideline or "par value" in analyzing retail strength. Deviations from these norms can be analyzed to first judge whether they should be considered relevant. If the differences appear to be significant (whether in dollar amounts or relatively with percentages), additional consideration is merited. Categories with undesirable performance may be further examined for potential corrective action. It is also important to determine whether or not the situation is relatively uncontrollable due to external or extenuating circumstances. In cases of favorable differences from expectations, the positive aspects should be identified and built upon. Trade Area Analysis by Merchandise Category, 2006 Variance Between Actual & Potential Potential Actual Trade Area Percent of Sales Sales In Dollars As % of Pop. Gain or Number Total Merchandise Group ($millions) ($millions) (millions) Expected Loss of Firms Sales Vehicles & Parts $24.75 $29.40 +$4.65 +18.8% 15,966 47 6.5% Furniture Stores $19.53 $26.84 +$7.31 +37.4% 31,790 23 5.9% Electronics $25.62 $2.29 -$23.33 -91.0% -77,388 21 0.5% Building Materials $65.36 $105.38 +$40.02 +61.2% 52,044 39 23.3% Food, Groceries $33.32 $32.03 -$1.29 -3.9% -3,282 24 7.1% Health, Personal Stores $6.10 $1.84 -$4.25 -69.8% -59,293 17 0.4% Gasoline Stations $9.42 $11.10 +$1.68 +17.8% 15,124 21 2.5% Apparel $10.19 $1.66 -$8.53 -83.7% -71,138 28 0.4% Leisure Goods $16.19 $11.17 -$5.01 -31.0% -26,327 61 2.5% General Merchandise Stores $13.52 $67.79 +$54.27 +401.3% 341,120 11 15.0% Miscellaneous Retail $3.53 $19.32 +$15.78 +446.5% 379,530 228 4.3% Amusement & Recreation $16.05 $4.70 -$11.35 -70.7% -60,094 24 1.0% Accomodations $18.78 $1.62 -$17.16 -91.4% -77,677 8 0.4% Eating & Drinking Places $75.07 $59.68 -$15.39 -20.5% -17,424 112 13.2% Repair, Maintenance $12.41 $14.29 +$1.88 +15.1% 12,848 134 3.2% Personal Services, Laundry $9.62 $4.03 -$5.59 -58.1 % -49,400 113 0.9% Total Taxable Retail & Service $585.86 $452.02 -$133.84 -22.8% -18,676 1,442 100.0% *All retail and service categories are included in Total Sales, including some categories not shown. Therefore, the merchandise groups shown here generally will not sum to Total Sales. Page 23