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There is something more to the post-recessionary changes in consumer behavior than meets the eye, and it has to do with gender. After years of skimping on clothing, American men are hitting the shopping malls in droves, spending an estimated $8.4 billion on clothing in 2011. The old mantra of “he makes, she buys” is something long in the past now that men have an increasing interest in fashion and accessories.
According to Mintel’s research and contrary to most stereotypes, men don’t hate shopping! They shop for clothing more than ever before (84%), are the primary grocery store shopper (51%), and will gladly pick up grooming products for themselves as well.
However, men enjoy focused shopping. They usually have a predetermined purchase in mind and spend less time getting what they are looking for. They are often motivated to make a trip based on an immediate need instead of planning for longer stock-up needs.
Male shoppers appreciate that malls are a one-stop shop, providing them with a variety of product and service offerings (i.e. apparel, electronics, entertainment, restaurants and auto centers). Unlike many malls, MallScape shopping centers attract a high number of male shoppers; male adult shoppers in the MallScape portfolio represent 45% of all adult visitors, versus 36% across malls in the United States.
The Mall Phenomenon
- Males in the MallScape portfolio constitute 45% of customer traffic.
- They go to a mall 3.1 times per month.
- Male shoppers spend an average of 1 hour and 24 minutes at the mall per visit.
- Males patronize slightly fewer stores per visit than women (1.7 vs. 2.1).
- 77% of men make a purchase during their visit to a shopping center (vs. 83.3% of women).
- Male shoppers spend an average of $105 per visit.
- 55% of all adult male shoppers in the MallScape portfolio are employed in a white- collar position.
- 71% of all adult male shoppers in the MallScape portfolio are homeowners; 17% of them own a home valued at more than $500,000.
- In the MallScape portfolio, 62% of all adult male shoppers have a household income greater than $75,000 a year, of which 45% have a household income in excess of $100,000.
- 51% of men identify themselves as the primary grocery shoppers in their households.
- Men treat shopping as a mission; almost two-thirds of male shoppers make lists before entering grocery stores.
- According to new statistics from Nielsen, men have increased shopping trip shares between 2004 and 2010 in almost all retail channels, including an average dollar basket size increase from $27.49 to $34.81 in the grocery category.
- Six in 10 males identify themselves as their household’s decision maker on packaged goods, health, pet and clothing purchases.
- Men’s grooming products estimates to be a $43 billion category globally, with an average annual growth of 8% over the past five years!
- 37% of male shoppers are interested in clothes and fashion, while nearly one-third report they like to keep up with the latest fashion trends.
- 84% of men said they purchase their own clothes while the same percentage of men said they dress primarily for comfort.
- 21% say they put more emphasis on shoes rather than clothing.
- Spending on accessories is driving the men’s retail category, growing to a $6 billion industry in 2011.
Men between the ages of 18 and 49 are a group with considerable income but are very difficult for any advertiser to reach. Whether single or married, with or without children, males are subject to ever-increasing demands on their time, creating both new opportunities and challenges for brands. There is no better place to promote these brands than in the mall environment, where busy consumers are in the state-of-mind to make brand choices and are most receptive to messages that are relevant to them.
Research has shown that MallScape generates recall levels of 42% (half of that unaided) with over half expressing intent to try the advertised product. In a different study, 77% of respondents said that MallScape advertising is likely to inform them about new products that might be of interest to them; 80% responded that MallScape is likely to remind them about products they “are familiar with and might buy either while in the mall or later.”
*Refer to pdf for source information