Mall of America Releases 2014 Holiday Shopper Survey

Largest mall in the U.S. discovers what shoppers are really looking for this holiday season

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Nov 25, 2014, 10:51 ET

MINNEAPOLIS, Nov. 25, 2014 /PRNewswire/ -- Today, Mall of America released its 2014 holiday shopping survey featuring responses from more than 1,000 U.S. consumers on their likes and dislikes, spending habits and shopping strategies when it comes to holiday gift giving. As the battle for the holiday dollar rages on, the survey gives a new perspective on how shopping habits continue to evolve – and consequently, how major shopping centers help customers find that perfect gift.

With a survey sample of 1,010 women ages 25-55, results included:

Mall of America released its 2014 holiday shopping survey featuring responses from more than 1,000 U.S. consumers on their likes and dislikes, spending habits and shopping strategies when it comes to holiday gift giving.

Thirty-four percent of shoppers said they most dislike not knowing what to purchase for someone, versus parking/traffic (27 percent), and staying on budget (10 percent).
An overwhelming amount of respondents (54 percent) said that finding the perfect gift was the most liked element of holiday shopping, with finding great deals (18 percent) and holiday music (15 percent) also ranking as a favorite.
When asked what the best part of gift giving is, 87 percent of shoppers said "seeing the smile on the receiver's face" was the best, over wrapping presents (6 percent) or hearing "thank you" (3 percent).
When asked about the most difficult person to buy for, 36 percent of survey respondents said their spouse or partner was the most difficult, seconded by their elderly parent at 27 percent.
The majority of shoppers (78 percent) want to be done by mid-December, but in actuality, 32 percent of them will finish by Christmas Eve.

"The survey found that finding the perfect gift is by far what people enjoy most during their holiday shopping experiences," said Maureen Bausch, executive vice president at Mall of America. "Between discovering new items and finding the best price, to seeing the reaction on the face of the receiver, giving and receiving the perfect gift makes the holiday season the most special time of the year."

As many retailers gear up for the holidays by starting special promotions and sales early, Mall of America hosts dozens of events to draw and keep shoppers at the Mall throughout November and December. From a holiday "Twizzard" (an indoor blizzard fueled by social media), to British boy band Rixton, to prizes and giveaways, and Santaland 2.0 (where Santa knows each child's name and wish before they sit down) Mall of America firmly holds its position as the largest and busiest mall in the U.S.

"With more than 500 retailers and more than 120,000 shoppers daily during the holiday season, we want to help every guest experience the magic of the holiday season," said Dan Jasper, vice president of public relations at Mall of America. "While holiday shopping may rank as a stressful activity for some, shoppers at Mall of America find so much more than a good deal when they come here."

About Mall of America^®
Mall of America is the nation's largest retail and entertainment complex. At 4.87 million square feet, the Mall is home to more than 520 world-class shops; Nickelodeon Universe, the nation's largest indoor family theme park; EMS Entertainment Exhibit Center; SEA LIFE Minnesota Aquarium, a 1.2 million gallon walk-through aquarium; Hard Rock Cafe; Moose Mountain Adventure Golf; Theatres at Mall of America, a 14-screen movie theater with digital projection including 4K, digital sound and 3D capabilities; Radisson Blu Mall of America, a 500-room hotel connected by skyway to Mall of America. The Mall opened in August of 1992 and is located in Bloomington, Minn., just minutes from downtown Minneapolis and St. Paul. The Mall is currently undergoing an expansion project on all three levels on the north side. The expansion will include a 342-room JW Marriott hotel, office tower, high-end retailers, new dining options, a tourist welcome center and large event space. Follow Mall of America on Facebook and Twitter or visit our blog.

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SOURCE Mall of America