Auburn/Opelika's retail market is expanding on the strength of rapid population growth, Auburn University and local school systems, a medical hub of East Alabama, and a wave of mixed use development, especially in downtown Auburn, where new projects are reshaping the urban core. The MSA population experienced a 12.3% growth rate in last few years and is currently 201,500 people. The City of Auburn alone has a grown at a 13% rate since 2020. Auburn University has increased enrollment to 35,000+ students and honored annually for its rankings amongst comparable universities in the southeast. It contributes billions of dollars in economic impact to the State of Alabama. The local school systems are ranked in the top tier within the State. The College of Veterinary Sciences, the Edward Via College of Osteopathic Medicine-Auburn Campus, the nursing and pharmacy schools, and East Alabama Medical center create a medical hub in the region. The region's recent national recognition for economic performance underscores why retailers continue to target the MSA. The area draws tourism because of Auburn University and their respective athletic programs, along with The Robert Trent Jones Golf Trail, Chewacla Park, Jules Collin Smith Museum, and the Gogue Performing Arts Center. The Downtown Auburn merchants experienced 5.8% sales tax growth in 2024 and 8% in 2023, per the City of Auburn. There are currently 1,770 beds in 500+ units in the planning, design, or construction stage which should be delivered in the next two years.