Survey: Half of Mall of America's back-to-school shoppers looking to save
Mall of America shoppers are mostly focused on saving money when it comes to back-to-school shopping this year.
In a recent survey of its visitors, North America’s largest mall found that 50% of those surveyed identify as "Savvy Savers," a persona focused on finding the best deals to stretch their dollars further as inflation continues to squeeze budgets. The next largest group in the survey was “Nostalgic Shoppers” at 27%, which includes shoppers seeking to recreate fond back-to-school memories with their children.
Other personas in the survey include "Trendsetter" at 15% and the "Determinator" at 8%, were less prevalent among respondents, showing that most shoppers are more concerned with finding a good deal in 2024 than chasing the latest fashions or making quick in-and-out trips.
“As leaders in the retail industry, it’s crucial for us to understand our shoppers' priorities,” said Jill Renslow, chief business development & marketing officer at Mall of America, which was recently named Chain Store Age’s No. 1 Retail Center Experience for 2024. “Many families are looking for both value and a memorable shopping experience during this special time gearing up for a new academic year. We are proud to be a one-stop shop for back-to-school fashion where families can find hundreds of options to fit any budget while having fun together.”
[READ MORE: NRF: Retail sales inch up in July, boosted by back-to-school and college spending]
Nearly half (47%) of those surveyed by Mall of America said they expect to spend the same amount of money this year compared to last year. Nearly a third (30%) said they plan to spend more this year, and 22% are set to spend less this year than last year.
Shoppers had a similar sentiment regarding the amount of time they plan to spend back-to-school shopping, as 40% of respondents said they will spend the same amount of time shopping this year compared to last year. Thirty-six percent plan to spend more time shopping than last year, while nearly a quarter (24%) will spend less time shopping this year versus last year.
At 5.6 million sq. ft., Mall of America, located in Bloomington, Minn., is the largest shopping and entertainment complex in North America with up to 520 world-class retail stores and restaurants, and several entertainment attractions.
