Bureau of Business Research


Date of this Version



Business in Nebraska vol. 51 no. 612


Copyright 1996 by Bureau of Business Research, University of Nebraska.


In most retail sectors small firms are under extreme pressure from larger competitors, who are able to offer lower pnces and wider product assortments. This article addresses small retailer survival by:

  • reviewing general trends in the retail industry;
  • outlining strategic considerations for small retailers; and
  • developing a list of specific strategies available to small retailers.

This issue is particularly relevant to Nebraska, given its high proportion of small retailers (Table 1).

General Trends in the Retail Industry

Strategic Considerations

Specific Strategies and Tactics

Strong Growth Expected in the Next Two Years

Employment Prospects

Urban and Nonurban Job Growth

Nonfarm Personal Income

Farm Sector

Net Taxable Retail Sales