An anchor store is a retailer that brings in a large quantity of consumer traffic on a consistent basis. Anchor stores are traditionally department stores such as Macy’s, Neiman Marcus, and
The popularity of anchor stores is changing, as revealed by a nationwide study sponsored by Glimcher Realty Trust. The survey of 3334 consumers consists of 57% male and 43% female. The group is relatively young with 44% between the ages of 23 and 44. Just over half (53%) earn $25,000-$75,000 annually. 80% of the consumers shop with a family member or friends. In other words, shopping is very much a social activity! 64% of the consumers spend up to three hours at the mall; 95% of the sample spend up to 5 hours at the mall. Consumers state that the two most important reasons for shopping at the mall are shopping and seeking out fashion trends.
The results reveal that anchor and nonanchor stores possess an equal amount of drawing power for consumer mall traffic. Individual stores (43%) and department stores (43%) are cited as the primary destination for consumers. Nonanchor stores are becoming an important source of fashion merchandise, variety and accessories. Victoria’s Secret, Hot Topic, Aeropostale, Bath & Body and Lululemon are nonanchor stores that are particularly popular among fashion trend-seeking shoppers.
As consumers walk from nonanchor and anchor stores throughout the entire mall, searching for the latest fashion trends the entire mall benefits from this social change. For example, as fashion focused consumers visit their primary store (anchor or nonanchor), they will probably visit the alternative stores. Weekend trips to the mall will probably increase; these trips will include family friends because our consumers like to socialize during their shopping trips. As the variety of stores throughout the mall increases, the amount of time our consumer spends at the mall increases.
Consumers' focus on the mall is changing as nonanchor and anchor stores are sharing the spotlight as fashion trend-setters. Consumers and shopping malls are the winners throughout this evolution. Consumers gain a wider variety of shopping avenues; malls are developing more interesting environments in which to shop.
