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Survey: Six out of 10 people more likely to shop for apparel in malls

While apparel ranks as one of the most purchased categories online, clothing stores in malls still own a strong advantage over e-commerce competitors, a new study found.

Valassis, the consumer promotion and coupon company, surveyed 1,000 consumers who said they visit malls at least three times a year and found that 60% of them prefer to shop apparel in the physical marketplace. Their chief reasons for doing so: being able to try on items and compare selections at several different stores.

Malls, in general, were preferable to them than online options for:

• the social aspect of outings with family and friends;
• quick gift purchases;
• full-day experiences that may include dining and entertainment ; and
• the ability to compare prices and products across multiple stores.

Shoppers preferred online shopping, meanwhile, for the broader selection of products, avoiding crowds and parking problems, and reducing the amount of impulse purchases.
Asked what might entice them to visit malls more often, those surveyed responded with more discounts (59%), better parking accommodations (20%); events (18%), and grocery options (17%).

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