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INDEPENDENT RETAILERS fi nding retail space in today’s increasingly vacant malls and shopping centers may experience greater benefi ts beyond negotiable rent and lease terms, particularly for those mom and pops serving a younger demographic. While it may seem a cliché, teens make up the majority of traffi c fl ow in today’s malls. However, their presence goes beyond the food court and the Fri- day night date scene, browsing the storefronts as a savvy, cash carrying market force that no retailer wants to turn away. A recent Scarborough Research survey revealed half of its 1,687 teen respondents nationwide spent at least two hours and $50 during their regular visit to the mall, while one-third spent at least $100 on their most recent trip. Teens are breaking trends all


We Also Carry    


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across the retail industry. For in- stance, while mom is typically seen as the decision maker when it comes to shopping for the household, to- day’s mothers are now seeking their teenagers’ advice, and allow- ing them to even make some of the buying decisions. Even Black Fri- day shoppers looked a little different this year, as young shoppers took over the metro area malls. Simply stated, retailers are beginning to see a loyal customer in today’s youth. Jessica Curtis, marketing manager for Clackamas, points out in a recent interview with OregonLive.com, “They are loyal. Very loyal. They shop here, fi nd entertainment here,


continued on page 14 INDEPENDENTRETAILER


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