San Bernardino County’s increasing household incomes and population growth drive retail investment and expansion

San Bernardino County continues to stand out as one of the few California regions experiencing sustained annual population growth. This influx of new residents is reshaping the demographic profile of many cities across the county, positioning the region as a leading choice for new retail development, high-profile retail investment, and expansion by nationally recognized brands.

Population growth is also contributing to measurable gains in household income across the region. From 2020 to 2025, several cities have reported notable increases in median household income, including:

Chino Hills: up 24.12 percent, to $128,426
Rancho Cucamonga: up 3.3 percent to $112,496
Fontana: up 15.2 percent to $108,871
Ontario: up 16.3 percent to $92,449
Victorville: up 13.3 percent to $73,703

These gains are especially significant when paired with the county’s relatively lower cost of living as compared to neighboring coastal Southern California markets. This provides more disposable income per household, another driver for retail growth.

“San Bernardino County’s affordable quality of life continues to attract new residents, which increases housing and retail demand. As household incomes have risen across the region, we’re getting more interest from market-dominant brands, along with a rise in experiential-focused tenants to meet this consumer demand,” said San Bernardino County Deputy Executive Officer Derek Armstrong.

Income and population growth have spurred regional development and investment.

For example, the premier 1.2 million-square-foot open-air shopping and lifestyle destination Victoria Gardens, located in Rancho Cucamonga, was acquired this year for approximately $530 million, the largest deal ever recorded in the Inland Empire. The success of Victoria Gardens, drawing 15 million visitors a year, makes it the fifth busiest open-air lifestyle center in the nation.

New retail centers are emerging across the region to support residential growth, including:

Desert Sky Plaza II (Victorville): a shopping center developed by NewMark Merrill Companies. The 30-acre, 297,363-square-foot development’s second phase is part of the larger, approximately 100-acre commercial development expected to include more than 800,000 square feet of retail space.
Town Centre (Chino): a 169,590-square-foot shopping center that is located within the master-planned community The Preserve
Arboretum Marketplace (Fontana): a 74,000-square-foot neighborhood center is adjacent to The Arboretum Master Planned Community

According to CBRE, the top retail categories seeking locations in San Bernardino County include quick-service restaurants, entertainment, experiential dining, health and wellness, fitness, service, grocery, discount and daily needs.

“Anecdotally, we are hearing from many of the national brands we transact with that their locations in San Bernardino County continue to surprise their sales estimates, in many cases outperforming their coastal locations in sales PSF. Victoria Gardens’ center-wide sales reporting of $1,100 PSF and recent trade with continued improvements planned support this narrative. Additionally, the post-pandemic income growth throughout the county, combined with additional continued population growth in cities like Ontario, is an outlier in our state, leading many operators to recategorize their understanding of what the consumer in San Bernardino County can support,” said Jared Himes, retail and mixed-use specialist, CBRE.

As growth continues, San Bernardino County remains well-positioned to attract investment that meets the needs of its expanding population while further solidifying its role as a leading economic engine in Southern California.

Learn more by visiting www.selectsbcounty.com.

Additional County Update News – May 21, 2026