Systems, methods, and other embodiments associated with scalable regression for retail panel are described. In one embodiment, a method includes performing a regression that estimates elasticity of demand for a retail item, wherein the regression is performed on a transformation of a demand model that does not include variables associated with base demand or seasonality. In a subsequent processing step, the method includes estimating a base demand and seasonality for the retail item based, at least in part, on the estimated elasticity of demand. The method may be performed in a database that stores retail panel data for the retail item and other retail items.