Migration patterns around the U.S. — strengthened, in many cases, by the pandemic — are bringing to life smaller cities and boosting interest and investment in rural states, according to Placer.ai's new white paper "2022 Migration Patterns: The Ripple Effect" report issued this week.

Smaller cities are growing in popularity, newcomers are boosting visits to their favorite stores, and rural states such as Idaho and Montana are being given a closer look.

Target has been a strong foot-traffic performer nationwide throughout the past few years, but it has increased dramatically in states with growing populations such as Idaho and Montana, "significantly above the brand's nationwide average," Placer.ai reported.