Everybody is able to succeed in mall shopping as it is a really pleasant thing for most people. Major part of population, especially women, finds mall shopping relaxing and exciting. Mall shopping significantly calms nerves and prevents psychological or job stresses, therefore everybody has to go shopping at least once per month. Since 1995 people prefer to spend more time and more money at the mall shops. Mall shoppers will be classified by the following criteria: by the number and duration of visits, by purpose of visit, by spending trends and by store types visited. (Shoppers Flood Mall 2005)
By the number and duration of visits mall shoppers make on average 9.5 visits each three months or 38 visits annually. Usually shoppers visit mall for 82.2 minutes. Compared with the past years the number of visit decreased, though the time duration significantly increased. Actually the most frequently the mall is visited by teenagers, especially from 14 till 17 years of age. Nevertheless, old people, especially after 65 years spend the longest time shopping (92.8 min.) partly because it is more difficult for them to move faster compared with younger generation. Surprisingly, men (9.7) visit mall more frequently that women (9.3) do per three months. However the time spent on sopping is longer by 11.7 minutes among women that among men. Concerning ethnic groups it is necessary to outline that Hispanics spend the longest time visiting malls. According to survey the longest time spent in mall was 92.7 minutes in 2003. (Soriano 2004)
By the purpose of visit the mall shoppers are mostly purpose-driven. The general mall shoppers accounts for 33%, whereas purpose-driven shoppers accounts about 45%. During past five years about 60% of shoppers went to mall for specific purchases, whereas only 23% were general shoppers or browsers. Nowadays the situation has slightly changed and the number of general shoppers is higher compared with previous years. It is reported that nowadays shoppers usually spend from 30 minutes to an hour on purchases. General browsers spend usually more time that purpose-driven shoppers.
By store types visited it is admitted that people of age 45-65 prefer to visit only one store and to but there everything they need, whereas teenagers and adults under 40 prefer to visit more department stores. Concerning ethnicity groups Asians visit 2.9 stores per visit, whereas African-Americans visit only 1.3 stores per visit, Hispanics visit 1.6 and Caucasians 1.7 stores per visit. However, on average, 0.8 department stores are visited and purchase is made at 0.4 stores. The conversion rates is claimed to be on average at 44%. (Soriano 2004)
Concerning spending trends criterion it is known that on average spending at department stores is about $36.00. General browsers spend more time in stores ($35.80) than purpose-driven shoppers ($32.20). The average spending at mall stores accounts for $42.40, whereas purpose-driven and general shoppers spend approximately the same amounts $45.30 while shopping. It is noted that, on average, $5.90 is spent at restaurant and food shops. However, 16% of shoppers don’t make purchases and this proportion is more or less steady nowadays. The total spending with including two non-spenders was $83.30 in 2003; however, nowadays the sum spent is significantly higher. Less money is spent actually by teenagers of 14-17 – $45; the highest sums are spent by adults of 35-54 – up to $100 per visit. Elder generation spend $60-80 per visit as well as young people of 18-30. It is a matter of fact that generally women spend more ($86.20) than men ($78.50) per visit. Nevertheless, spending trends are varying by store types. (Soriano 2004)
In conclusion it is necessary to admit that while women are the majority of mall shoppers, nowadays the proportion of male shoppers is increasing. Compared with past years, shoppers apparently spend more money on purchases and thus they are more “efficient”. Modern shoppers acknowledge that malls are not only for buying and time spending, they are able also to serve other purposes. (Gerlach 2001)
Gerlach, Jerry. (2001, Summer). The Mall of America as a Tourist Attraction. Focus, 46, 3, 32.
Shoppers Flood Mall with Returns, Gift Card. (2005, December 27). The Washington Times, A01-03.
Soriano, Veronica. (2004, Summer). Mall Shopping Patterns. Quarterly, 11, 2, 1-4.