Malls Make a Comeback Among Millenials for Holiday 2014

(IDEX Online News) – Aah, millennials. That tech-loving generation that does everything via mobile technology. Well, sort of. According to the latest survey from Simon, a leader in retail real estate ownership, management and development, 89 percent of millennials are going to down screens and head out to the mall to do their holiday season shopping.

The new "2014 Holiday Shopping Behavior Survey" suggests that the overwhelming majority of 18-33-year-olds who plan to buy one or more gifts intend to do so at physical shopping center – in greater numbers than their older counterparts. In total, 83 percent of respondents across all ages plan to shop at the mall during the holidays.

However, technology is still – obviously – playing a huge role in the shopping experience, but as a tool that helps “enable, refine and focus the mall shopping experience.”

Many shoppers, including 76 percent of millennials and 72 percent of Gen Xers, indicate they have purchased a gift at a store's mall location after browsing their website. Fifty-three percent of shoppers like stores or malls with apps that can make shopping easier. Fifty-one percent of holiday shoppers plan to use their mobile devices while holiday shopping to compare prices. Finally, two-thirds of millennials say they would post about a good holiday shopping experience on social media sites.

When asked about types of gifts they hoped to receive this year, more than half of respondents selected gift cards (54%), followed by cash (45%), clothing (38%) and small electronics (28%). Right behind it were fragrances, perfume and personal care products (all at 22%) and jewelry (20%).