US shoppers will spend more at the mall this holiday season

NEW YORK, NY – More than 82% of holiday shoppers say they plan to spend the same, or more at the mall this year according to an EYE Corp Media survey through Edison Research. The national study was conducted through an online survey to determine past and predictive behavior of holiday shoppers. To qualify, “mall shoppers” were defined as those who had been to one or more of 250 enclosed shopping malls across the country where EYE manages advertising opportunities. The survey looked at teens 13-17 and adults 18 plus.

“These tech savvy and social media reliant mall shoppers are information seekers,” says Jeff Gunderman, CEO of EYE Corp Media, an Out-Of-Home media solutions company. “Marketers who embrace ways to showcase the unique aspects of a product through trailers, coupons or look books that are easily accessible via mobile device, will effectively reach this group of motivated consumers and stand a better chance of keeping that purchase in-store.”

The survey provides insight into what motivates these shoppers to research a product prior to purchase. When respondents were asked about place-based ads, approximately 9 out of 10 people said that they notice the illuminated and digital signage throughout the mall during the holiday season. These customers are 40% more likely than the average holiday shopper to be influenced by the ads they see.

Consumers are inclined to comparison shop prior to making a purchase. The most common method of research will be done via mobile devices with more than 75% of these holiday shoppers checking prices with their mobile phone.

Although many brands and retailers have been concerned about the concept of “showrooming”, where consumers look at products in store, but buy through discounters on-line, data suggests consumers’ use of mobile devices to check features, prices and comparison shop actually leads to more in-store sales.

In additional to being value conscious, these shoppers rely heavily on mobile devices to investigate how pleased others feel about a particular product. Seven out of 10 consumers research a specific item by reading reviews accessed from their Smartphone.

Top 5 things mall shoppers who plan to spend the same, or more will do on their mobile devices this holiday season:

• Almost 83% of mall shoppers will call or text a friend for their opinion

• 77% of people will research a product on their Smartphone before buying

• 75% of mall shoppers will compare prices via mobile device to make sure they are getting the best deal

• Nearly 72% will use mobile coupons during check-out time

• Over half of respondents will look at online product reviews prior to making a purchase

The study forecasts spending across many categories, including apparel, footwear, jewelry and watches, beauty and cosmetics, accessories, consumer electronics and Telecom. The group who plans to open their wallets the most is millennials, spending 50% more than their older counterparts this holiday season.

Top 5 category purchases: holiday shoppers who plan to spend the same, or more versus millennials

Holiday Shoppers Millennials
Clothing (80.0%) Clothing (81.2%)
Accessories (71.5%) Accessories (76.5%)
Consumer Electronics (56.9%) Fragrance (62.5%)
Fragrance (55.4%) Consumer Electronics (59.4%)
Jewelry/Watches (53.1%) Jewelry/Watches (53.1%)