The Numbers
Sun-loving San Diegans may dwell in a border city, but they hail from many different home cities and nations. According to the U.S. Census Bureau, 26.4 percent of the city’s 3.14 million residents were foreign-born as of year-end 2011, compared to just 13 percent of the U.S. population. Locals are also relatively well-educated; 41.1 percent of adults 25 or older had a bachelor’s degree in 2011 (compared to 25 percent across the U.S.), the Sacramento Bee reports, with a median household income of $60,797. As of 2007, retail sales per capita were $13,009 for San Diego County, according to the Bureau.
The Pulse
An obsession with craft beers unites many residents, and quirky, steampunk-themed breweries abound alongside a spate of independent restaurants. In fact, non-chain restaurants in San Diego have grown 3 percent this year despite lackluster growth of non-chain venues in the U.S., the San Diego Union-Tribune reports, citing locals who say they value hyper-local indie eateries.
Outside the food sector, San Diego’s high cost of living is keeping many would-be shoppers from buying, says Brian Weltman, owner and creative director at Retail Habitats, a San Diego design firm: “People are watching every cent that they spend.” Perhaps this explains the increasing presence of fast-fashion stores such as Zara, Forever 21 and Cotton On, which are opening or expanding this fall at malls in the region, the Union-Tribune reports.
The Hotspots
San Diegans in most neighborhoods appreciate eco-conscious design, Weltman says, pointing to revitalization downtown and in the up-and-coming East Village. His firm works with many independent stores and hipster hangouts, and he notes that soon-to-be-gentrified urban neighborhoods like North Park and Golden Hill are most welcoming to indie shops.
Obstacles/Opportunities
California is legendary for its “be-yourself” vibe, with support for sustainable products and stores in tow, yet local retailers facing sluggish sales and high rent may have little spare cash for the up-front cost of renovations, Weltman says. When working with independent shops seeking to compete with big box stores, he offers advice to non-chain brands: “You have to make it more experience-driven because it’s going to be hard to beat the big guys as far as price points go.”