In 2014, the Converse Economic Development Corporation Contracted with The Retail Coach to develop a comprehensive Retail Trade Area Analysis of Converse shoppers. This information includes detailed demographics of Converse residents and Converse area shoppers that live in the community and in the trade areas defined through a license plate survey.
The detailed reports include a License Plate Survey that documents the distances from which Converse shoppers travel in obtaining goods and services in the area as well as a Primary and Secondary Retail Trade Area Gap and Opportunity Analyses that documents the retail surplus and leakage in each of those trade areas.
The Primary Retail Trade Area defines the area of the customers that are shopping in Converse every day. The Secondary Retail Trade Area defines the area of customers are willing to come from for destination retail.
Updated numbers show the opportunity for business is $788 million in the Primary Retail Trade Area of Converse and the median household income for the Primary Trade has increased to $64,508, nearly $10,000 more than the state average. Also, Converse is projected to grow by over 10 percent between 2014 and 2021.