December 15, 2009 12:46 ET

EYE Mall Shoppers Focus on Holiday Value

NEW YORK, NY--(Marketwire - December 15, 2009) - EYE's new Shopper Profile 2.0 results are in, showing that while many shoppers said they would shop less or about the same as they did last holiday season, 44% said they were willing to spend more during the holidays when incented by a good sale or offer. In fact, 41% of shoppers report spending more than they intended in the mall environment.

The EYE Shopper Profile 2.0 study was conducted by Survey Sampling Inc. (SSI) in November 2009 to gain further insight into how mall shoppers' psychographics have changed at this point in the recession and follow up on the EYE Adult Shopper Profile conducted by Arbitron at the same time last year. The 2.0 findings examine the effect of various media, the lure of sales and the views of shoppers this holiday season.

The findings show that 30% of EYE shoppers will do about the same amount of shopping during the holidays as they did last year and 12% plan to do more shopping than they did last holiday season. While 58% of holiday shoppers reported that they plan to shop less than last year, they are still willing to spend more on a good value product. Click here for the full report.

The National Retail Federation (NRF) further reports that low prices and pent-up demand are moving shoppers to spend more for a good deal.

"Retailers are encouraged to see momentum building in sales as they prepare for the final ten days before Christmas. Although November sales were encouraging, companies know that the holiday season is far from over and expect this year to come down to its usual photo finish," said NRF Chief Economist, Rosalind Wells.

Michelle Schiano, EYE USA's Vice President of Marketing, commented, "Knowing the challenges faced by retailers in this new economy we were pleased to see that while shoppers are spending cautiously, they are definitely still making purchases in the malls. Clearly an emphasis on value is the key to opening wallets a little wider this season."

The Shopper Profile 2.0 is based on 380 online surveys conducted by SSI on behalf of EYE with a random sample of adults aged 18 to 64.

About EYE

The EYE portfolio in the US encompasses over 3,500 panels in 250 shopping malls across the country, with more than half the portfolio sitting in the top 30 DMAs. EYE's digital network includes nine malls across the country.

EYE has offices in and operates Out-of-Home media businesses in Australia, New Zealand, Indonesia, Singapore, the United Kingdom and the United States of America. Eye Corp Pty Ltd is a wholly owned subsidiary of Ten Network Holdings Limited, a publicly listed company, which operates Australia's TEN television network.

Contact Information

  • For more information please contact
    Michelle Schiano
    Vice President, Marketing, USA
    Email Contact
    +1 646 871 4413