Despite their foothold in the digital age, 89 percent of millennials who intend to buy one or more gifts, plan to do so at the mall this holiday season.
The recently released "2014 Holiday Shopping Behavior Survey" from Simon Malls shows it isn't just young shoppers either, as malls topped the list for 83 percent of all respondents, of all ages, for holiday shopping.
"As today's technology-savvy millennials clearly know, there's just no substitute for the inspiration and sense of discovery that malls provide," said Mikael Thygesen, CMO for Simon. "The wide variety of shopping options is a major mall attraction as they search for that perfect gift for family members, friends and co-workers."
Why do customers want to shop at malls? Almost nine out of 10 respondents agree that malls have the latest and hottest fashion styles of the season. The same amount of shoppers say that the mall allows them to browse stores for gift ideas, while 78 percent agree that the wide variety of shopping options at a mall is a major attraction.
In addition, 85 percent of shoppers choose the mall because of the breadth of retail options and 84 percent agree that malls provide them with holiday gift ideas.
Not only will a larger number of millennials be heading out to malls this season, but more of them than any other age group agree that they sometimes feel a sense of accomplishment after holiday shopping at the mall. Part of that comes from the fact that 61 percent of millennials believe getting a good deal is a benefit of the mall. In addition, 81 percent of this same generation says that malls help avoid the risk of gifts not being delivered on time.
However, gift givers of all ages will still be researching websites before hitting the malls. As many as 76 percent of millennials and 72 percent of Gen Xers will look online before hitting the stores. And 53 percent of all shoppers prefer stores or malls with apps, while 51 percent plan to use mobile devices while shopping to compare prices.
According to another holiday survey by PunchTab, 77 percent of millennials are looking for recommendations from family and friends for gift advice, especially on social networks. Nineteen percent of millennials will look to Facebook this holiday season, 14 percent to Pinterest and 7 percent to YouTube. Millennials even prefer webrooming to showrooming by 5 percent.
-See this Simon Malls press release
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