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Our 2022 Economic Benchmarks study is available now! Click here for more.


Download the NBEDC 2020 Retail Study here

2020 NBEDC Retail GraphicThe Retail Industry in New Braunfels employs over 10,000 people, 29% of the overall labor force market share.  The growth of retail can be attributed to new developments such as Westpointe Village, Town Center at Creekside, Village at Creekside, and Downtown New Braunfels. Together these developments alone will have over 3.5 million square feet of retail space at full build-out. In 2019, an updated retail study, in part provided by the Buxton Group helped to analyze the mosiac segmentation of the local residents and visitors to our three large retail centers. The results of the analysis have been able to provide an understanding of the local households and thus help understand what retail stores/restaurants can fill a New Braunfels need. 

Past studies have helped us define the state of the retail industry in New Braunfels and where to focus our energies. The 2015 Retail Gap Study indicated New Braunfels and Comal County are experiencing over $1 billion dollars in retail leakage. While that number has decreased in the last couple of years, there still is potential sales of $46 million to be made. The 2016 cell phone study indicated the retail trade area remains in a more East-West movement rather than a North-South movement, which follows the current path of growth today. 

For more information on the different retail sections in New Braunfels, click on the pictures below: 

NBEDC 2020 Retail: Downtown New Braunfels          NBEDC 2020 Retail: Creekside           NBEDC 2020 Retail: Westpointe Village

Large Tourism Industry Each year, more than 2-million visitors drive to New Braunfels to explore the shopping and recreational activities steeped in German culture and heritage. Its strategic location on IH-35 (NAFTA Highway) has created many real opportunities to grow in the global market and satisfy the needs of the “international shopper.”  The Civic/Convention Center located in downtown New Braunfels has expanded the meetings market providing large and small organizations with a high tech, attractive facility housed in the fifth fastest growing county and centered between the 7th and 16th largest cities (San Antonio and Austin), New Braunfels has unique retail qualities to offer.

Half of Population within 2-mile radius of city. With a population projected to be 84,612 in the city and 148,373 in Comal County, more than half of the population lives within a 2-mile radius of the city and over 41,000 live within a 3-mile radius. An average commute time to work of only 22 minutes provides a trade area of 150,000 customer base 7 days a week. New Braunfels has a variety of retail shops – from boutique style to large businesses such as Home Depot, Lowe's, JC Pennys, Best Buy, Petsmart and Target.  New developments have helped to retain consumers and dollars spent within the city. Sales tax revenue receipts increased slightly in the last year and a total of 204% since 2003.

Median Household income is over $73,000. New Braunfels has a low cost of living, approximately 6% below the national average and a unique quality of life. Since 2003, the median household income increased by 95%. Median home values increased by 9.5% in the last year in New Braunfels, leading the tri-county area that grew by 0.5%.