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54 percent of consumers are shopping inside physical stores and more from ICSC’s latest research

April 21, 2021

Many consumers are returning to their pre-pandemic routines, including visiting malls and browsing in stores, according to ICSC’s latest Coronavirus Consumer Survey of 1,003 U.S. respondents conducted April 16 to 18.

About 53 percent are engaging in a normal level of out-of-home activity. Millennial consumers are the most likely to be getting back to normal activities, 59 percent saying so. By comparison, only 46 percent of Boomers are engaging in normal levels of out-of-home activity.

Many consumers are getting tired of dining at home. Seventy-one percent prefer in-restaurant dining to the takeout experience. Forty-six percent of consumers are dining outdoors at restaurants, bars and other eating places. Forty-three percent are dining indoors at such places. Gen Xers are most likely to be dining indoors, 47 percent saying they already are.

And more consumers are doing their shopping in stores. Fifty-four percent are already shopping or browsing inside physical stores for nonessential goods like clothes, electronics and home decor. Another 12 percent are not now but will do so within a month, and another 11 percent will in one to three months. Gen Xers are most likely to be shopping or browsing physical stores, 62 percent saying they already are.

Thirty-eight percent of consumers are visiting enclosed malls. Another 12 percent are not now but plan to do so within the next month, and another 13 percent plan to do so in one to three months. Gen Xers are most likely to be shopping inside malls, 42 percent saying they already are.

Thirty-two percent of consumers are visiting personal service establishments like spa, hair, nail and tanning salons and massage parlors. Another 12 percent are not but plan to within a month, and another 11 percent plan to in one to three months. Gen Z consumers are the most likely to be visiting personal service establishments already, 36 percent saying they are doing so.

Twenty percent are working out at gyms, another 8 percent will do so within a month and another 11 percent in one to three months. Millennials are the demographic most eager to be in the gym, 28 percent saying they’re already going.

Only 16 percent of consumers are visiting movie theaters. Eleven percent plan to go within a month and another 17 percent in one to three months. Gen Z consumers are most likely to be visiting movie theaters, 21 percent saying they already are doing so.

Other findings of ICSC’s latest Coronavirus Consumer Survey

Seventy-one percent of U.S. consumers say that despite progress being made against COVID-19 in the U.S., they still have concerns for the health or safety of themselves and others.

Fifty-two percent likely will go out of their way to do things they missed out on during the pandemic even more than before.

Forty-eight percent expect the behaviors they adopted during the pandemic to fade rather quickly as the COVID-19 situation improves.

By Brannon Boswell

Executive Editor, Commerce + Communities Today

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