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How will Mall of America visitors holiday shop this year?

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Mall of America
Almost half (49%) of Mall of America survey respondents said they plan to shop both in-person and online this year.

The vast majority of Mall of America shoppers are planning to take advantage of Black Friday deals this year.

That’s according to a new survey of nearly 1,000 respondents conducted by North America’s largest mall. Of the 88% who plan to shop on Black Friday, 42% are “early birds,” ready to hit the mall as soon as doors open for exclusive deals and promotions. A quarter (26%) say they prefer to arrive later to avoid the morning rush but still score the savings. Sixteen percent identify as Black Friday Weekend Shoppers, spreading out their shopping.

Almost half (49%) of Mall of America survey respondents said they plan to shop both in-person and online this year, while 42% plan to focus on shopping in stores. Only 9% are just shopping online.

Of those shopping in-person on Black Friday, most consumers (43%) will spend between two and four hours shopping, while a third (33%) will plan to shop all day. When it comes to the gift list, 57% of shoppers are buying for their kids. Seventeen percent are focused on gifts for their spouse or partner, while 13% plan to treat themselves to discounted items.

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[READ MORE: Mall of America details holiday activations]

For Mall of America visitors, heading to the mall is more than just about finding holiday gifts. More than half (53%( of survey respondents enjoy the festive decorations, while 24% come for the events and attractions, from live entertainment to family activities.

“Black Friday is the biggest day of the year for us at Mall of America,” said Jill Renslow, chief business development and marketing officer at Mall of America. “Hearing from our guests helps us create a magical, nostalgic, and seamless experience from the moment they walk through our doors. We’re thrilled to see so much excitement for Black Friday at Mall of America.”

At 5.6 million sq. ft., Mall of America is the largest shopping and entertainment complex in North America with up to 520 retail stores and restaurants, and dozens of entertainment venues.

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