Mall of America® shoppers will have a savvy saver persona when back to school shopping this year
The nation’s largest Mall surveyed its guests to learn how they plan to shop for school
BLOOMINGTON, MN — August 9, 2023
It’s hard to believe, but summer is already winding down and soon it will be time to hit the books. With 32 million visitors a year, Mall of America® is the back-to-school shopping headquarters for countless students. To learn how guests plan to shop for the school year, Mall of America surveyed its loyal fans.
Participants in the survey were asked to select from four shopping personas that best describes how they will be back to school shopping this year. Coming in with the highest number of votes at 50%, is the Savvy Saver. This self-proclaimed deal seeker is always on the hunt for the best bargains, which also impacts where they shop. At 25%, the next most popular shopping persona is the Nostalgic Shopper. Back to school shopping brings back fun memories for many people. The Nostalgic Shopper wants to re-create those special experiences with their kids. The personas that received the least votes are the Trendsetter at 15% and the Determinator at 10%. The Trendsetter is a fashionista always looking for the latest trends and styles. Whereas the Determinator is a no-nonsense shopper that knows what they want and wastes no time, as they are in and out of the Mall as quickly as possible. This data clearly shows that Mall of America visitors plan to take their time back to school shopping, whether they’re scouring for deals or making it a memorable experience.
According to the National Retail Federation, back-to-school spending is expected to reach $41.5 billion this year, up from $36.9 billion last year. In true Midwestern fashion, Mall of America shoppers are planning to spend but they are being smarter with their dollar by looking for the best deals. When asked how much they will spend back-to-school shopping this year compared to last year, 48% of Mall of America shoppers said they plan to spend the same amount as last year. And 31% said they plan to spend more this year than they did last year.
“As a leader in the retail industry, we felt it was important for us to listen to our shoppers to learn what is essential to them as they begin planning their back-to-school shopping trip,” said Jill Renslow, Chief Business Development & Marketing Officer at Mall of America. “For many, it is truly about the experience and excitement of shopping as students get ready for a fresh start, beginning a new chapter in their academic career. It is a special time of year for us to see students of all ages and families together enjoying all the Mall has to offer.”
When it comes to what people are shopping for, 44% of Mall of America guests say the top items they will be looking for are everyday school essentials which includes school supplies, electronics, and book bags. The next item on the shopping list is new kicks for class, as 28% of shoppers said the most important back to school item is shoes. This is followed by 17% of people who are focused on shopping for the best first day look, and 11% of respondents said their priority is getting the latest trends for the season.
For more information on back-to-school shopping at Mall of America visit, https://www.mallofamerica.com/backtoschool.
ABOUT MALL OF AMERICA
At 5.6 million square feet, Mall of America is the largest shopping and entertainment complex in North America with up to 520 world-class retail stores and restaurants; Nickelodeon Universe, a 7-acre indoor theme park; SEA LIFE Minnesota Aquarium; FlyOver America; Crayola Experience; and more. The Mall opened in 1992 and is located in Bloomington, Minn., minutes from downtown Minneapolis and St. Paul and adjacent to MSP International Airport. Follow Mall of America on Facebook, Twitter, Instagram, and TikTok. Download the Mall of America app from the App Store for iOS or Google Play for Android.
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