Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

The state of outlet retail in 2022

Here’s a snapshot of how outlets are faring amid inflation. We know consumers are price-conscious and indoor mall traffic is up, but will consumers flock to outlets to find deals?

  • In June, visits to outlet malls were down 6.7% from last year and down 14.3% from 2019, per Placer.ai. Visits to indoor malls were down only 9.5% from 2019.
  • To encourage more shoppers, Simon Property Group launched National Outlet Shopping Day, which offered deals and giveaways at its 90 outlet properties over two days in June.
  • Last year, only 10% of US internet users planned to shop at an outlet store during the holiday season, compared to 57% digitally and 47% at department stores, per the National Retail Federation. Outlet retailers could increase their share of holiday sales by capitalizing on shoppers looking for the biggest discount.
  • After an unimpressive Q2 and an executive leadership change, Gap Inc. is expanding its Athleta brand with two new outlet stores this fall. But Credit Suisse analyst Michael Binetti told Reuters Gap should instead sell one of its underperforming brands (like Athleta) or make some other large-scale cut.
  • Best Buy is also expanding its outlet locations, which feature open-box and clearance items at reduced prices. The retailer plans to double outlets in FY 2023 and expand the product assortment to include computers, gaming consoles, and mobile phones.

Why we care: Though it seems like a match made in heaven, data suggests shoppers aren’t interested in spending their precious dollars (or gas mileage) shopping at outlets. But this isn’t scaring away retailers from expanding their outlet presence and betting on deals winning over dollars.

 

This was originally featured in in the Retail By the Numbers newsletter. For more retail insights, statistics, and trends, subscribe here.