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FEATURES Table 2-2


2012 Mean Consumer Mall-Shopping Metrics (Including and Excluding Those Who Spend Nothing) Sample size = 6,579


Total


Number of Visits Per Month Duration (in minutes)


Total Duration Per Month (in minutes)


Total Spending Per Mall Visit* Department Stores Mall Shops


Restaurant/Food


Total Spending Per Month** Total Spending Per Year**


Total Spending Per Mall Visit* Department Stores Mall Shops


Restaurant/Food


Total Spending Per Month** Total Spending Per Year*** Addendum


Number of Visits Per Month Duration Per Visit Spending Per Visit


All Shoppers Male


3.5 90.0 314.8


$107 $43 $55 $8


$374 $4,485


$129 $123 $101 $19


$451 $5,411 4.6


62.9 204


3.7 83.1 310.0


$95 $31 $55 $8


$354 $4,246


$119 $109 $115 $19


$446 $5,347 5.3 Female 3.4 93.5 315.9


Including Zero $113 $49 $55 $7


$381 $4,578


Excluding Zero $133 $128 $95 $19


$451 $5,412 Total 3.9 91.2 353.0


$91 $37 $45 $7


$350 $4,203


$110 $93 $85 $19


$426 $5,111


Standard Deviation 4.3


62.4 220


62.9 195


4.6


62.7 143


Hispanics Male


4.1 86.0 349.8


$87 $33 $45 $7


$355 $4,255


$113 $99 $96 $19


$460 $5,522 5.3


61.8 140


Female 3.8 93.7 353.8


$92 $39 $44 $7


$348 $4,173


$109 $91 $81 $19


$411 $4,928 4.2


63.0 144


Total


Non-Hispanics Male


3.4 89.7 304.2


$112 $45 $58 $8


$378 $4,538


$134 $133 $105 $18


$455 $5,463 4.7


63.0 217


3.6 82.3 299.6


$97 $30 $58 $8


$353 $4,232


$121 $113 $120 $18


$441 $5,287 5.3


62.5 238


* Includes spending not separately shown ** Mean spending per month equals average dollars spent per visit (including or excluding zero) multiplied by the mean number of visits *** Mean monthly spending annualized Source: ICSC Research


Hispanics made slightly more trips to the mall than


non-Hispanics—0.5 for a month, or six more for an entire year. They remained at the mall 1.5 minutes longer than non-Hispanic shoppers in 2012, a finding that was also consistent by gender.


Spending, Overall and by Gender Hispanic cumulative yearly spending was $335 less


than non-Hispanic spending in 2012. In addition, Hispanic spending was 23.2% less per mall visit ($91 versus $112) than their Hispanic counterparts. Moreover, this overall spending trend remained consistent by ethnicity at both department stores and mall shops. Hispanic female shoppers spent $5 more per visit than


males, as seen in Tables 2-2 and 2-3. On the other hand, the differential between non-Hispanic females and males ($22) was four times as large. That spending difference by ethnicity may derive from a cultural difference, as Hispanics tend to frequent malls more often and more commonly shop as a family. That tendency may impact spending by gender. Separately, average monthly spending by ethnicity for men was virtually identical.


INTERNATIONAL COUNCIL OF SHOPPING CENTERS 2 7 Delving further into spending at department stores and


mall shops by gender and ethnicity reveals clear differences, too. As seen in Table 2-2, gender spending by Hispanic shoppers varied by $6 per visit at department stores and less than a dollar at mall shops. In contrast, non-Hispanic female shoppers spent approximately $22 more than males at department stores per mall visit, but also spent nearly the same at mall shops. Furthermore, Hispanic males spent more per mall visit ($3) than non-Hispanic males at department stores.


Spending by Age and Ethnicity Overall, shoppers 45-to-54 years old spent the most per mall visit of any age group ($125),


followed by the


55-64 age group ($119). (See Table 2-4.) That pattern is consistent among non-Hispanic shoppers, but not among Hispanic shoppers. For Hispanics, the 45-54 year-olds spent the most, but 35-44 year olds were the second highest-spending group. As shown in Table 2-5, non-Hispanic shoppers 45 to


54 years old spent the most ($124) of any age group, or 1.3% more than the next highest-spending group in that


RETAIL PROPERTY INSIGHTS VOL. 20, NO. 2, 2013 Female 3.3 93.4 305.1


$119 $52 $58 $7


$388 $4,656


$140 $139 $99 $18


$459 $5,507 4.3


62.9 206


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