MALL RATS

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Shopping — our new patriotic duty — is as popular as ever. On average, Americans make 3.2 trips to the mall per month and shop for an estimated 75 minutes each time, according to the 2001 edition of “National Benchmarks of Shopping Patterns and Trends,� an annual study of mall shopping behavior released in November 2001 and conducted by Indianapolis-based market research firm Stillerman Jones & Company. In just five years, the amount of money spent per mall trip grew by 35 percent, from $53.08 per trip in 1995 to $71.40 per trip in 2000 (the latest year for which data is available). Asians and Hispanics spend the most during each visit to the mall: While whites spend an average of $71.48 per trip, Hispanics spend $75.04 and Asians spend $75.39. Mall tenants may want to take note of the effects of aging Baby Boomers on sales. The percent of mall receipts attributed to 30- to 44-year-olds has dropped from 36 percent in 1990, to 31 percent in 2000. During the same time period, sales attributed to 45- to 54-year-olds rose from 16 percent to 19 percent. Could kiosks selling hearing aids be far away?

RETAIL THERAPY

Working women are the most important sales contributors, generating 42 percent of all mall sales in 2000.

Sales contributions at malls by gender and employment status:*

FEMALES
Employed 42%
Not employed 26%
MALES
Employed 23%
Not employed 8%
*Due to rounding, numbers may not add up to 100 percent.

Source: Stillerman Jones & Company, “National Benchmarks of Shopping Patterns and Trends,� 2001
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