We all know how crucial location is for our businesses. When we first signed our leases, many of us relied on gut feelings, maybe a quick count of cars or pedestrians, or just trust in the landlord’s promises about the center. But what if there was a more precise way to understand who was actually walking by our potential storefronts, and even better, who those people were also shopping with? This is particularly relevant now as many of us are mid-lease, starting to think about renewal, or even scouting for a second location.

The MyTraffic article, "How US Retailers Use Foot Traffic Data to Win the Site Selection Battle in 2026," really dives into how major retailers use foot traffic data not just to count bodies, but to understand cross-shopping patterns. Essentially, they're looking at where the same customers go from one store to another. This insight can help us identify ideal co-tenants – not just any store, but businesses whose customers are genuinely likely to also visit ours. Imagine knowing, before you sign, that the salon down the way brings in customers who consistently pop into your boutique afterward. That’s the kind of concrete data that can strengthen your negotiation position, whether you’re asking for specific co-tenancy clauses or just arguing for a better rent based on the actual value of your location.

For us independent retailers, this isn't about buying expensive data platforms ourselves, but understanding what sophisticated landlords and anchor tenants are already using. When you’re at the renewal table, or looking at a new spot, ask landlords about the foot traffic data they have for the center or specific units. Push them on the demographics and cross-shopping patterns they’re seeing. Knowing this mechanism exists can empower us to ask smarter questions and make more informed decisions. We'd love to hear if any of you have used specific data points like this in your lease negotiations – share your experiences in the forum!