TRADE

AREA RESIDENTS
Trade Areas Map

Trade Areas Key Demographics

Table 17: Key Demographics for Downtown Morristowns Trade Areas and Comparison Data for NJ
Key Demographic Variables
Primary T.A.
98,708
2010 Total Population
99,570
2015 Total Population
0.17%
2010-2015 Pop: Annual Grwth Rt
36,035
2010 Total Households
36,305
2015 Total Households
41.0
2010 Median Age

20-Min Drive
Shed**
817,336
817,596
0.01%
295,500
295,516
40.1

Total T.A.*
219,716
222,397
0.24%
80,057
81,000
41.5

New Jersey
8,822,373
8,926,303
0.23%
3,214,726
3,253,696
38.9

2010 Pop 25+ by Educ: Bach or Grad Deg

59.9%

61.0%

47.4%

34.7%

2010 Per Capita Income

2015 Per Capita Income
2010-2015 PCI: Annual Grwth Rt
2010 Median HH Income
2010 Average HH Income
2010 Aggregate HH Income
2015 Aggregate HH Income
2010 HHs w/Inc over $100,000
2010 Percent HHs w/Inc over $100,000
2015 HHs w/Inc over $100,000
2015 Percent HHs w/Inc over $100,000
2010 Owner Occupied HU
2010 Retail Goods: Total Spending
2010 Retail Goods: Average Spent/HH
2010 Retail Goods: Spending Potential Index
Top Tapestry Segments by LifeMode
Groups
High Society
Connoisseurs
Suburban Splendor
Top Rung
Wealthy Seaboard Suburbs
Upscale Avenues
Enterprising Professionals
Pleasant-Ville
Urban Chic
Metropolis
City Lights
Metro Renters
Metropolitans
Solo Acts
Laptops and Lattes
Trendsetters
Global Roots
International Marketplace

$60,787
$69,916

$62,057
$71,894

$45,698
$53,554

$34,739
$39,759

2.84%
$121,674
$165,042

2.99%
$124,096
$168,543

3.22%
$87,320
$125,329

2.74%
$72,519
$94,220

$5,947,288,470 $13,493,046,951 $37,034,719,500 $302,891,483,720

$6,901,435,280 $15,827,805,000 $43,426,667,232 $350,826,517,504
21,951
49,228
129,302
997,280

61%

62%

44%

31%

26,280

59,286

164,222

1,312,130

72%

73%

56%

40%

25,847
$1,971,376,684
$54,707.28
220

61,982
200,131
2,100,989
$4,471,058,059 $12,230,508,507 $101,086,293,597
$55,848.43
$41,389.20
$31,444.76
225
166
126
Percent of Households
63%
42%
16%
11%
10%
5%
20%
10%
16%
17%
21%
19%
6%
5%
2%
8%
13%
7%
7%
10%
5%
9%
1%
1%
1%
0%
5%
3%
1%
0%
4%
3%
1%
4%
1%
4%
97%
78%

64%
23%
19%
12%
10%
15%
9%
1%
5%
12%
8%
3%
1%
7%
1%
6%
2%
2%
100%

Totals

18%
4%
4%
3%
8%
14%
3%
9%
2%
9%
8%
1%
0%
2%
1%
2%
7%
7%
50%

Source: ESRI Business Analyst Online.

* Total TA includes Primary and Secondary TAs. ** The 20-Miniute Drive Shed is a Potential
TA.

Trade Areas Age Group Comparisons

Table 18: Some Key Age Groups In Primary And Total Trade Areas,
20-Minute Drive Shed and NJ
Geographic Areas

Age Groupings
2010 Ages 20-29
2015 Ages 20-29
2010 - 2015 Growth

Primary T.A.
10.0%
10.7%
7.4%

Total T.A.
9.3%
10.3%
10.1%

20-Min Shed
10.7%
11.6%
8.3%

NJ
12.4%
12.9%
3.5%

2010
Ages 55-64
2015 Ages 55-64
2010 - 2015 Growth

12.7%
13.4%
5.9%

12.5%
13.6%
8.9%

12.0%
13.1%
8.8%

11.8%
12.7%
8.0%

2010
Ages 65-85+
2015 Ages 65-85+
2010 - 2015 Growth

13.5%
15.3%
13.1%

14.1%
15.9%
12.8%

13.6%
15.1%
11.0%

13.9%
15.4%
10.6%

Above Groupings Total

All
2010
All Above Groupings Total
2015
2010 - 2015 Growth
Source: ESRI estimates

36.2%

35.9%

36.4%

38.1%

39.5%
9.0%

39.7%
10.7%

39.8%
9.5%

41.0%
7.5%

Trade Areas Consumer Expenditures

Table 19: Household Retail-Related Expenditures In The
Primary And Total Trade Areas
Expenditure Items

Primary Trade Area

SPI*
Total HH
Expenditures
168
$144,532,258

159
$26,316,686

151
$45,046,314

165
$23,833,859

112
$16,825,232

263
$18,388,338

Apparel

Men's

Women's

Children's

Footwear

Watches & Jewelry
Computer


Computers and Hardware for Home Use
Software and Accessories for Home Use
Entertainment & Recreation

Fees and Admissions

Membership Fees for Clubs

Fees for Participant Sports, excl. Trips
Admission to
Movie/Theatre/Opera/Ballet
Admission to Sporting Events, excl. Trips
Fees for Recreational Lessons

TV/Video/Audio

Televisions


VCRs, Video Cameras, and DVD Players

236
240
243
275
283
260

$16,312,632
$2,459,671
$282,762,447
$61,336,253
$16,737,174
$9,986,831

257

$14,062,282

259
304
221
243
228
215

$5,543,924
$14,936,568
$99,055,666
$16,964,208
$1,670,263
$4,086,231

224

$4,506,591

222
281
223
256
191
242
246
221
229
238

$11,771,476
$43,646,864
$11,708,191
$29,836,194
$12,476,253
$9,011,213
$13,702,644
$356,122,585
$265,571,527
$49,016,135

217

204
196
231

Home Maintenance and Remodeling

Services


Materials

284
244

Video Cassettes and DVDs

Video and Computer Game Hardware
and Software
Audio

Pets

Toys and Games

Recreational Vehicles and Fees

Sports/Recreation/Exercise Equipment
Photo Equipment and Supplies

Reading

Food at Home


Food Away from Home

Alcoholic Beverages

Nonalcoholic Beverages at Home
Health
Nonprescription Drugs
Prescription Drugs
Eyeglasses and Contact Lenses

Total Trade Area

SPI
Total HH
Expenditures
170
$325,773,891

162
$59,435,605

153
$101,966,926

166
$53,161,089

113
$37,735,434

270
$42,015,313

$36,752,270
$5,549,279
$643,645,190
$140,883,114
$38,702,224
$22,956,059

$34,215,308

240

243
249

284

295

269

263

264

316

224

248

229

215

223

225

289

226

270

196

246

253
224

232

241

219

$7,578,978
$35,126,076
$6,398,744

207

200

236

$17,101,831
$79,868,977
$14,545,198

$203,243,065

$32,666,670

299
255

$31,929,962
$12,599,252
$34,542,808
$222,671,986
$38,395,720
$3,733,136
$9,072,505
$9,971,618
$26,425,102
$99,400,393
$26,287,069
$69,804,499
$28,414,070
$20,412,888
$31,374,648
$800,625,338
$596,563,724
$110,109,461
$76,662,881

$474,649,579
$75,849,308

Table 19: continued

Primary Trade
Area
SPI
Total HH
Expenditures

Expenditure Items

Household Furnishings and Equipment

Household Textiles
Bathroom Linens
Bedroom Linens
Kitchen and Dining Room Linens
Curtains and Draperies
Slipcovers, Decorative Pillows
Materials for Slipcovers/Curtains
Other Linens
Furniture
Mattresses and Box Springs
Other Bedroom Furniture
Sofas
Living Room Tables and Chairs
Kitchen, Dining Room Furniture
Infant Furniture
Outdoor Furniture
Wall Units, Cabinets and Other Furniture
Floor Coverings
Major Appliances
Housewares
Small Appliances
Luggage
Telephones and Accessories
Household Operations
Child Care
Lawn and Garden
Housekeeping Supplies (17)

244
229
237
241
278

228
230
250

254

245
238
263

256
257
224

284

256
270

232

212

226

258

150

244
255
219

Total Trade Area

SPI

Total HH
Expenditures

250
231
241
246
292
230
238
256
261
251
242
271
265
265
225
297
264
281
239
216
230
263
150

$26,669,491
$3,284,416
$11,983,312
$609,256
$6,732,235
$789,487
$2,912,071
$358,714
$125,549,456
$16,022,113
$20,794,353
$32,847,671
$17,576,922
$13,131,388
$2,008,155
$6,348,123
$16,820,731
$16,899,528
$58,088,449
$14,884,923
$6,029,812
$1,947,715
$5,132,383

$40,654,757
246

$38,500,037
267

$55,232,986 222

$91,087,017
$89,352,283
$124,537,488

$11,686,863
$1,463,890
$5,294,673
$268,510
$2,884,554
$351,597
$1,265,768
$157,871
$54,982,965
$7,046,949
$9,218,978
$14,359,665
$7,638,736
$5,733,472
$901,652
$2,728,070
$7,355,443
$7,289,888
$25,339,732
$6,571,835
$2,663,337
$859,735
$2,303,815

Other




223 $32,057,753
Personal Care Products (18)
226 $72,161,288


School Books and Supplies (19)
211
$8,109,974
209
$17,858,781


Smoking Products
184
$28,403,157 183
$62,450,594
Source: ESRI forecasts for 2010 and 2015; Consumer






Spending data are derived from the 2006 and
2007 Consumer Expenditure Surveys, Bureau of Labor Statistics.
*Data Note: The Spending Potential Index (SPI) is household-based, and represents the amount spent
for a product or service relative to a national average of 100.

 Trade Areas Gap Analysis

Table 20: Retail Sales Leakages/Surpluses In The Primary And Total Trade Areas
Industry Group

Retail Leakage/Surplus

Motor Vehicle & Parts Dealers (NAICS 441)

Primary T.A.

Total T.A.

20-Min Shed

-$71,010,720

$107,736,895

-$288,833,072

-$116,529,612

$20,237,645

-$496,326,788

Other Motor Vehicle Dealers (NAICS 4412)

$26,319,246

$46,308,707

$116,230,399

Auto Parts, Accessories, and Tire Stores (NAICS 4413)

$19,199,646

$41,190,543

$91,263,317

Furniture & Home Furnishings Stores (NAICS 442)

$47,304,422

$105,301,375

$89,298,741

Furniture Stores (NAICS 4421)

$28,070,357

$65,126,608

$34,939,918

Home Furnishings Stores (NAICS 4422)

$19,234,065

$40,174,767

$54,358,823

$8,695,889

-$119,182,888

-$113,407,927

$68,221,031

$153,704,420

$146,638,517

$65,947,243

$149,408,581

$137,519,007

$2,273,788

$4,295,839

$9,119,510

Automobile Dealers (NAICS 4411)

Electronics & Appliance Stores (NAICS 443/NAICS 4431)

Bldg Materials, Garden Equip. & Supply Stores (NAICS
444)
Building Material and Supplies Dealers (NAICS 4441)
Lawn and Garden Equipment Supplies Stores (NAICS
4442)
Food & Beverage Stores (NAICS 445)

$259,102,949

$310,203,157

$111,535,823

Grocery Stores (NAICS 4451)

$248,020,357

$314,305,703

$202,557,470

-$443,321

$1,237,978

-$19,630,401

Beer, Wine, and Liquor Stores (NAICS 4453)

$11,525,913

-$5,340,524

-$71,391,246

Health & Personal Care Stores (NAICS 446/NAICS 4461)

$14,330,205

$26,782,864

-$17,002,662

Specialty Food Stores (NAICS 4452)

Clothing and Clothing Accessories Stores (NAICS 448)

$75,510,053

$132,653,469

-$31,089,216

Clothing Stores (NAICS 4481)

$65,647,510

$113,363,692

$1,483,705

$5,568,736

$9,911,021

$5,290,116

$4,293,807

$9,378,756

-$37,863,037

$21,302,738

$44,917,123

-$26,206,376

$17,699,263

$39,892,203

$22,290,960

$3,603,475

$5,024,920

-$48,497,336

$29,648,946

$165,496,885

-$71,814,337

-$26,428,244

$22,230,281

-$209,808,254

$56,077,190

$143,266,604

$137,993,917

$34,143,661

$51,485,656

$76,912,643

Shoe Stores (NAICS 4482)

Jewelry, Luggage, and Leather Goods Stores (NAICS
4483)
Sporting Goods, Hobby, Book, and Music Stores (NAICS
451)
Sporting Goods/Hobby/Musical Instrument Stores
(NAICS 4511)
Book, Periodical, and Music Stores (NAICS 4512)
General Merchandise Stores (NAICS 452)
Department Stores Excluding Leased Depts. (NAICS
4521)
Other General Merchandise Stores (NAICS 4529)
Miscellaneous Store Retailers (NAICS 453)
Florists (NAICS 4531)
Office Supplies, Stationery, and Gift Stores (NAICS 4532)
Used Merchandise Stores (NAICS 4533)
Other Miscellaneous Store Retailers (NAICS 4539)

$4,239,101

$6,549,367

$14,954,221

$25,716,329

$41,454,407

$75,239,688

-$528,295

$437,132

$4,062,097

$4,716,526

$3,044,750

-$17,343,363

Food Services & Drinking Places (NAICS 722)

$83,880,608

$254,192,337

$598,676,581

Full-Service Restaurants (NAICS 7221)

$11,220,993

$149,711,464

$476,454,329

Limited-Service Eating Places (NAICS 7222)

$59,476,227

$98,849,394

$78,770,372

Special Food Services (NAICS 7223)

-$1,667,600

-$29,622,811

-$37,282,289

Drinking Places - Alcoholic Beverages (NAICS 7224)

$14,850,988

$35,254,290

$80,734,169

Source: ESRI and Infogroup.

*The Retail Gap represents the difference between retail expenditure potentials and estimated retail sales.Counter intuitively, a
minus sign (-) indicates a "surplus".