Reilly's law of retail gravitation


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Reilly's law of retail gravitation

Proposed by William J.Reilly in 1931,it says that people in a larger city will travel farther to shop than people in a smaller city.Reilly created a formula for calculating the precise point of geographical equilibrium between two nearby trade areas—the point at which one-half of the population shops in either trade area. Its weakness is that it assumes no natural or human-made boundaries. Modern retail theory recognizes that populations will usually not cross boundaries—such as major highways,bridges,or even some streets—in order to shop on the other side,even if more convenient than perceived “local”choices.

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60) findings reinforced previous studies and again found that Reilly's law of retail gravitation provides a remarkably accurate delineation of the Charlotte retail trading area.
Scholars, retail executives, real estate investors, and urban planners enthusiastically embraced Reilly's Law of Retail Gravitation as an iron law of retail trade distribution, but at the same time a number of methodological amplifications were introduced in the 1960s and 1970s which culminated in the introduction of the "Huff model" (Applebaum, 1965, p.
36) noted that his model "resembles the original model formulated by Reilly" but he argued that it differed from Reilly's Law of Retail Gravitation "in several important respects.