One of the more nettlesome problems facing PR execs is not just finding an audience but making sure it's the right audience for the product and/or service (or idea).
However, with the holiday shopping season about to kick into high gear, PR pros (for a brief window at least) can have the pick of the litter. Just so long as they're willing
to troll the nearest mall, where everyone and their brother will be circulating between now and Christmas.
For companies whose products are found at retail -- as well as the stores in which they are sold -- shopping malls are extremely important, especially at this time of year.
Experts suggest that the holiday season accounts for an average of 37% of total retail sales and 65% of all retail profits, according to Mark Weiner, CEO of Delahaye
Medialink Worldwide. What's more, 50% of holiday sales will be in malls while around 200 million consumers will shop in a mall during the upcoming holiday season.
With that in mind, we provide a demographic snapshot of who exactly shops at the largest shopping malls in the country, along with the top newspaper read in each particular
market.
"With increased competition from catalogue and internet retailers, mall retailers and mall-retailed product manufacturers must create compelling reasons to shop early and
often," Weiner adds, "and with all the holiday advertising and direct-marketing clutter, PR is a prime vehicle for creating demand."
Largest Shopping Malls in the United States by Metro Area
(2004) 1.7 million square feet of retail space or larger
| Del Amo Fashion Center - Los Angeles | |
|---|---|
| Top Newspaper |
LA Times
|
|
% of shoppers at mall
|
|
| Adults 18 - 34 |
25%
|
| Adults 35 or older |
75%
|
| Adults 50 or older |
38%
|
| White-collar |
43%
|
| Blue-collar |
23%
|
| Household income $25,000 or more |
87%
|
| Household income $50,000 or more |
43%
|
| Household income $100,000 or more |
12%
|
| Sawgrass Mills - Fort Lauderdale | |
| Top Newspaper |
The Flyer
|
|
% of shoppers at mall
|
|
| Adults 18 - 34 |
29%
|
| Adults 35 or older |
71%
|
| Adults 50 or older |
41%
|
| White-collar |
42%
|
| Blue-collar |
24%
|
| Household income $25,000 or more |
86%
|
| Household income $50,000 or more |
46%
|
| Household income $100,000 or more |
11%
|
| Mall of America - Minneapolis-St Paul | |
| Top Newspaper |
Star Tribune
|
|
% of shoppers at mall
|
|
| Adults 18 - 34 |
31%
|
| Adults 35 or older |
69%
|
| Adults 50 or older |
38%
|
| White-collar |
51%
|
| Blue-collar |
23%
|
| Household income $25,000 or more |
86%
|
| Household income $50,000 or more |
53%
|
| Household income $100,000 or more |
16%
|
| Galleria - Houston | |
| Top Newspaper |
Houston Chronicle
|
|
% of shoppers at mall
|
|
| Adults 18 - 34 |
37%
|
| Adults 35 or older |
63%
|
| Adults 50 or older |
27%
|
| White-collar |
51%
|
| Blue-collar |
29%
|
| Household income $25,000 or more |
94%
|
| Household income $50,000 or more |
60%
|
| Household income $100,000 or more |
27%
|
| Woodfield Mall - Chicago | |
| Top Newspaper |
Chicago Tribune
|
|
% of shoppers at mall
|
|
| Adults 18 - 34 |
42%
|
| Adults 35 or older |
58%
|
| Adults 50 or older |
26%
|
| White-collar |
58%
|
| Blue-collar |
24%
|
| Household income $25,000 or more |
92%
|
| Household income $50,000 or more |
69%
|
| Household income $100,000 or more |
28%
|
| Roosevelt Field Mall - New York | |
| Top Newspaper |
Newsday
|
|
% of shoppers at mall
|
|
| Adults 18 - 34 |
25%
|
| Adults 35 or older |
75%
|
| Adults 50 or older |
38%
|
| White-collar |
49%
|
| Blue-collar |
22%
|
| Household income $25,000 or more |
93%
|
| Household income $50,000 or more |
69%
|
| Household income $100,000 or more |
27%
|
| Lakewood Center - Los Angeles . | |
| Top Newspaper |
Pennysaver
|
|
% of shoppers at mall
|
|
| Adults 18 - 34 |
48%
|
| Adults 35 or older |
52%
|
| Adults 50 or older |
26%
|
| White-collar |
41%
|
| Blue-collar |
18%
|
| Household income $25,000 or more |
91%
|
| Household income $50,000 or more |
54%
|
| Household income $100,000 or more |
14%
|
| NorthPark Center - Dallas-Ft Worth, | |
| Top Newspaper |
Dallas Morning News
|
|
% of shoppers at mall
|
|
| Adults 18 - 34 |
31%
|
| Adults 35 or older |
69%
|
| Adults 50 or older |
35%
|
| White-collar |
51%
|
| Blue-collar |
18%
|
| Household income $25,000 or more |
90%
|
| Household income $50,000 or more |
62%
|
| Household income $100,000 or more |
20%
|
| Tysons Corner Center - Washington, DC | |
| Top Newspaper |
Washington Post
|
|
% of shoppers at mall
|
|
| Adults 18 - 34 |
29%
|
| Adults 35 or older |
71%
|
| Adults 50 or older |
39%
|
| White-collar |
61%
|
| Blue-collar |
14%
|
| Household income $25,000 or more |
99%
|
| Household income $50,000 or more |
83%
|
| Household income $100,000 or more |
43%
|
| Oakbrook Shopping Center - Chicago | |
| Top Newspaper |
Chicago Tribune
|
|
% of shoppers at mall
|
|
| Adults 18 - 34 |
24%
|
| Adults 35 or older |
76%
|
| Adults 50 or older |
45%
|
| White-collar |
48%
|
| Blue-collar |
23%
|
| Household income $25,000 or more |
88%
|
| Household income $50,000 or more |
61%
|
| Household income $100,000 or more |
19%
|