Santa’s First Stop: The Outlet Center

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Outlet Centers Offer Consumers More for their Money Says Prime Outlets’ National Holiday Shopping Survey

After a long year of hard work and dedication, the holidays are a perfect time to celebrate and even treat ourselves for the long year we’ve had. Our country certainly needs the holiday this year.

According to Prime Outlets’ first annual National Holiday Shopping Survey conducted in conjunction with August Partners, Inc., nearly 60 percent of consumers do not plan to buy merchandise at full-price. In fact, the survey shows over 50 percent say they get more for their money shopping at outlet centers.

According to Prime Outlets Senior Vice President of Marketing Karen E. Fluharty, “We saw a distinct consumer flight to value over the past year, with a significant number of shoppers coming to the outlet category for the first time. They are now relying on the outlet sector to deliver the savings they need on the designer and name-brands they want.”

The national survey of 1,230 respondents also found:

  •     More than one-third (34 percent) of those planning to shop at an outlet center this holiday season will do more of their shopping at the outlets this year than they did in 2008.
  •     When asked where shoppers get the most value for their money, outlet centers outranked full-price shopping malls 2:1. What’s more, in a comparative survey of 500 individuals who have previously shopped at outlet shopping destinations, outlet centers ranked high above (65 percent) other shopping venues including discount department stores (19 percent), online retailers (8 percent) and full-price malls (7 percent) in terms of where shoppers get the most value for their money.
  •     Holiday shoppers with longer lists of people on their gift lists (13+) will depend on the outlets to get their shopping done.

“America’s shopping behavior has shifted,” said August Partners President David D. Lobaugh. “During this challenging economic period consumers discovered the outlet category along with the dramatic savings it offers. And it is clear when it comes to the holiday shopping season, outlets are enabling consumers to stay within budget or even buy more for everyone on their gift lists.”

“America wants to shop again and is seeking the most value for its holiday shopping budget. That is what outlet centers deliver,” commented Fluharty. “After a long year of hard work and dedication, the holidays are a perfect time to celebrate and even treat ourselves for the long year we’ve had. Our country certainly needs the holiday this year.”

At everyday savings of up to 65 percent off regular retail prices, Prime Outlets’ shoppers have complete access to style icons and leading name-brands including COACH, Fendi, Gucci, Giorgio Armani, Michael Kors, kate spade, Banana Republic, GAP, Juicy Couture, Nike, Polo Ralph Lauren, Victoria’s Secret, Movado, Neiman Marcus and Saks Fifth Avenue OFF 5TH, among many others.

Survey Methodology
The Prime Outlets holiday shopping patterns and intentions survey was conducted among a national sample of 1,230 consumers balanced geographically throughout the top 50 U.S. metros. The questionnaire was administered from Oct. 29 through Nov. 6, 2009 via a web-based survey of opt-in panelists. Minimum age was 18; the sample was adjusted to conform to overall U.S. average household income levels. The confidence interval is ± 2.8 percent.

About August Partners, Inc.
August Partners is a consumer research and consulting firm specializing in retail developments. Located in Marietta, GA, the company serves a client base of shopping center owners, investors, managers and financial institutions throughout the U.S., providing development, merchandising, marketing and leasing insight and counsel.

About Prime Outlets
Headquartered in Baltimore, Md., Prime Outlets owns and operates 22 outlet shopping centers in the U.S. and Puerto Rico. Spanning more than 8.2 million square feet throughout major United States markets and Puerto Rico, Prime Outlets is home to more than 400 leading designer and name-brands such as Gucci, Giorgio Armani, Burberry, kate spade, Michael Kors, St. John, Juicy Couture, Stuart Weitzman, Saks Fifth Avenue OFF 5TH and Neiman Marcus Last Call. The company’s retail outlets serve major markets including Orlando, Pittsburgh, Washington, D.C., Austin/San Antonio, Texas and Williamsburg, Va., among many more. In addition Prime Outlets currently has two new ground-up projects in development: Prime Outlets – Grand Prairie, serving the Dallas/Fort Worth metro area, and Prime Outlets – Livermore Valley, serving the San Francisco Bay region. For more information, please visit

Media Contact:
Leanna Born
Oxford Communications for Prime Outlets
609-397-4242 x313


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