Agricultural Economics Department


Date of this Version


Document Type



Cornhusker Economics, October 5, 2016,


Copyright 2016 University of Nebraska.


Retailing is an important sector of our state’s economy and is watched carefully as an indicator of overall economic performance. Since the metropolitan areas serve as retail centers for larger geographic areas, the volume of retail activity generated is certainly an important metric to those places. But this is also true in the smaller towns and cities across the state, which are constantly competing against the large super stores and outlets found in the larger cities/towns within acceptable drive time. Moreover, the trend towards greater online retail sales due to offering of a wide variety of goods and services with efficient delivery to the buyer’s door is a challenge to location-based retailers everywhere. Increasingly, both metro and nonmetro Nebraskans are accessing a global network of retail providers without entering a brick-andmortar building. This has resulted in substantial changes in retail sales patterns for large and small Nebraska communities alike.