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Survey: Teen girls still like malls


New York -Even in a digital age, young women still love shopping malls—especially during the holidays. According to a survey of female millennial shoppers from Teen Vogue, 65% of respondents will do the majority of their holiday shopping in stores, compared to 35% who will do most of it online. The top reasons why respondents said they would rather go to a mall than shop online during the holiday season was to see products (75%), hang out with their friends (44%), and bond with their mom (37%).

“The big headline over Black Friday weekend was about record e-commerce sales," says Teen Vogue VP and publisher Jason Wagenheim. "But for the millennial shopper—especially the 16- to 26-year-old segment—the mall remains the most important part of the overall omnichannel shopping story. While she's definitely shopping more online and through mobile than in years prior, the brick-and-mortar experience still greatly matters."

The top three reasons they look forward to visiting the mall during the holidays are store decorations/window displays (75%), music (53%) and collecting festive shopping bags (46%).

The survey also showed:

About 65% of respondents do the majority of their holiday shopping in-store.

Virtually every respondent (98%) said she will buy gifts for others, and 77% said they sometimes or always "go shopping to buy someone else a gift and end up buying something for myself."

Through browsing online (87%), reading magazines (65%), and walking through the mall (61%), respondents have created their own holiday wish lists: clothing 67%, shoes 54%, makeup 53%, accessories 46%, tech 45%.

Teen Vogue has a circulation of more than 1 million, and reaches an audience of 12 million more via, 11 social media platforms, a video channel, and retail shopping events.
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