The average monthly foot traffic per venue for Oakland in the last 12 months was 10,679, this is a 22.7% decrease from the previous 12 months. Though foot traffic in Oakland is decreasing overall, zip code 94586 has seen a steady increase. Livermore, Baylands and Dougherty neighborhoods experienced the highest total foot traffic for Oakland. These 3 neighborhoods constitute over 27.8% of the total foot traffic experienced from 09/01-2022-08/30/2023. Conversely, the Scott’s Corner, Thousand Oaks, and Hayward Highland neighborhoods experienced the lowest total foot traffic for the same period of time.
Methodology – Oakland foot traffic data was pulled from the Foot Traffic Trend Value module on a monthly basis. The metric Person Count was averaged by zip code by month and simple linear regression was applied to generate trend lines for Foot Traffic. When visualizing the data, the total foot traffic by zip code was plotted on a map and colored by total foot traffic. To analyze specific points of interest, data is aggregated at the Census Block Group geographic level. Additionally, Census Track level data can be used to investigate the surrounding area to any point(s) of interest.
Oakland saw the highest average monthly foot traffic (14,109) April 2022 through October 2022 with February 2023 having the lowest average foot traffic of 8,258 average visitors. December 2021 had the highest average foot traffic (14,966) for the total time frame analyzed (06/01/2021-08/30/2023). When considering only the past 12 months, the foot traffic pattern holds displaying similar seasonality. Further analysis would provide insights into this change in visitor behavior.
The metric Person Count was summed by zip code by month to generate Foot Traffic. To analyze change in foot traffic by quarter, Person Count was summed by zip code by quarter and the percent change was calculated between quarters.
Utilizing the North American Industry Classification System (NAICS) codes available in the foot traffic trend value module, consumers can gain valuable insights on 100 unique industry sectors found in Oakland. The top industries include: Supermarkets, General Merchandise Stores, Children’s Clothing Stores, Clothing Stores, and Hardware Stores. While the industry specific foot traffic patterns generally mirror the overall foot traffic pattern of Oakland, there is a notable difference in the hardware store industry. While the foot traffic trend in Oakland is decreasing, the hardware store industry is experiencing an increase in average monthly foot traffic. Additionally, there was a larger than expected increase in foot traffic in the hardware store industry in April 2023. Deeper analysis of foot traffic data for specific brands in the hardware store industry could illuminate potential causes for this uptick.
Methodology – The NAICS codes were grouped to create broader Industry level classifications. The Person Count metric was then averaged by industry by month to calculate foot traffic. The data was then visualized for individual industries.
Foot Traffic data is available for 910 unique brands in Oakland allowing consumers to create detailed brand analysis as well as head-to-head comparisons between two or more brands. The most highly trafficked brands in Oakland include: Safeway, Costco, Starbucks, Target, and McDonald’s.Taking a deeper dive into the foot traffic data available for the 107 Starbucks locations in Oakland, we find that 5.6% or 6 locations are experiencing an increase in foot traffic. For the time period 09/01/2022-08/30/2023, Hayward has the highest average foot traffic pattern with 31,433 visits per month. The Dougherty area had the highest total foot traffic for Oakland Starbucks locations with 1,273,370 visits. This can be explained by the zip code 94568 being home to 7 Starbucks locations in total. The total foot traffic at the 7499 Dublin Blvd location is decreasing, it is the most visited Starbucks boasting approximately 3.82% of all Starbucks foot traffic in Oakland. Conversely, the 4440 Tassajara location accounts for only 0.07% of the total Oakland Starbucks foot traffic.
Methodology – The Oakland data was filtered to only consider the brand Starbucks. The metric Person Count was summed by zip code by month to calculate Foot Traffic. To analyze change in Foot Traffic by quarter, Person Count was summed by zip code by quarter and the percent change was calculated between quarters. For location level data, Person Count was summed by Street Address. Foot Traffic Percentage was calculated by taking the sum of foot traffic for street address and dividing the resulting value by the total Foot Traffic for Oakland in the selected date range.