In site selection, it is often assumed that the best business location to choose is the one that has the highest traffic volumes. But is that always true?
It’s important to understand that the number of visits depends not only on traffic volume; many other factors are in play. Likewise, sales volume is also affected not only by the number of clients but also by location specifics, e.g. target audience. Hence, while higher traffic volumes and non-transit driver behavior typically suggest greater numbers of potential visits, locations with lower traffic volumes can still achieve impressive revenue under the right conditions.
Locations with modest traffic may have advantages that are not immediately obvious and can only be identified using high-granularity and analytically comprehensive tools.
To illustrate this, we’ll use an example of a business site recently analyzed by Ticon (Fig. 1).
Fig. 1. High potential site with relatively low traffic volumes
This site is situated in a suburban area with seemingly moderate traffic volumes. At first glance, success may not seem assured unless the area is underserved. But a closer look at the traffic patterns changes the picture.
Consistent Traffic Stability and Full Utilization Throughout the Week: A Rare Advantage for Stable Customer Flow
One of the most compelling findings from the current retail location analysis was traffic volume stability. Unlike other areas, where seasonal traffic fluctuations can be substantial, this site has minimal month-to-month variations which translates into traffic volume stability and consistent customer base. Both weekdays and weekends saw significant traffic (Fig. 2). This pattern suggests that businesses situated here can expect consistent demand, regardless of the day of the week. Whether it’s a Monday morning or a Saturday afternoon, the potential for sales remains strong.
Fig. 2. Daily traffic volumes throughout the year.
The location analysis also revealed distinct peaks in both the morning and evening hours (Fig 3.). By aligning business operations with the exact times — whether through adjusted hours, targeted offering or promotions, or staff scheduling—businesses can maximize their efficiency and customer satisfaction.
And, from the point of view of optimal site selection it is critical to know whether the location will experience AM and or PM peak, since the product offering and consequently, average check value may significantly vary depending on time of the day.
Fig. 3. Intraday traffic volumes distribution on weekdays.
One of the most intriguing aspects of this location’s traffic pattern is the dramatic increase in traffic volume during October. This spike, nearly doubling the usual flow, points to events that attract large numbers of people to the area.
For businesses, knowing this trait provides a golden opportunity to boost revenue through targeted promotions, special events, or seasonal product offerings. Capitalizing on this peak period can significantly enhance annual performance and customer engagement.
Along with favorable traffic conditions, detailed analysis of the location revealed a 16.27% rise in population over the past decade (Fig. 4), along with similar trends in neighboring areas.
Fig. 4. Population Growth, 2013-2024
Adding to that, the area also sees a rise in income, with an average annual growth rate of 4.67%.
These demographic dynamics reveal significant potential for future growth.
Based on the above, it is possible to conclude that this site - obviously not an AADT champion - has a great potential because of:
• Stable traffic
• Situating on PM side of the road
• Presence of regular events
• Pronounced population and income growth in the immediate area
In addition, nearby exits from major highways bring more opportunities to build a strategy for future growth.
This underscores the critical importance of leveraging sophisticated, granular traffic and location analysis tools. By moving beyond surface-level observations and digging into the data with tools provided by traffic analysis companies, like Ticon, businesses can uncover opportunities that might otherwise go unnoticed. It enables informed site selection, decision-making and strategic planning, laying the groundwork for long-term success—a success that we are fully committed to helping our customers achieve.
