Outlet Shopping Is Still a Major Force in American Retail

Even as online shopping dominates, outlet malls remain one of America’s most dependable deal-hunting destinations. Our national study of 1,001 adults uncovers why shoppers still trek 30–60 minutes — sometimes more — to reach an outlet, and what motivates them to spend more during these visits.

From pricing perception and deal-hunting behavior to trust, transparency, and holiday season motivations, the findings reveal a retail landscape defined by value, brand loyalty, and intentional spending.

The Role Of Outlets In Modern Shopping: Value, Planning & Brand Access

Outlet shopping is not spontaneous — it’s intentional.

Consumer motivations:

• 38% visit for lower prices (the #1 driver)
• Brand access & exclusive promotions follow
• Only 10% go due to convenience or location

Trip behavior:

• 57% plan their trips in advance
• Most will travel 30–60 minutes
• 20% will travel over an hour
• Nearly half visit several times a year
• Only 6% never stop at an outlet while traveling

Outlets continue to thrive because consumers see them as a destination, not a backup plan.

Consumer Perception: Deals Are Real, And Trust Is High

Despite years of debate over “made-for-outlet” merchandise, consumers remain strongly positive.

How shoppers feel about outlets:

• 65% say outlets offer better deals than retail
• 62% believe outlet items are same quality as retail
• 42% disagree that outlets carry lower-quality, outlet-specific inventory
• 58% believe outlets sell past-season or overstock items
• 59% trust outlets to be transparent about product origins

But there’s a clear opportunity:

• 54% say they’d shop more if outlets were more transparent about quality & sourcing

This is a major insight for brands aiming to strengthen trust.

Outlet Spending Patterns: People Spend More Than They Expect

Spending behavior:

• 40% say they spend more at outlets compared to retail stores
• 39% spend about the same
• 21% spend less

Consumers perceive outlets as the best place for:

• Big-item purchases
• Premium brand access
• Seasonal stock-ups
• Gifting
• Travel shopping and vacation deals

Impulse buying is also strong — but value remains the anchor.

Outlet Shopping Across Holiday Seasons: An Evergreen Spending Pattern

This study shows consistent, predictable spending peaks.

Top holiday spending moments:

• Christmas & New Year’s (the #1 peak, 81%)
• Thanksgiving / Black Friday / Cyber Monday (69% say these offer best deals)
• Back-to-school, 4th of July, and Memorial Day trail behind

Top shopping categories year-round:

• Clothing & accessories (69%)
• Food & beverages (49%)
• Electronics & gadgets (44%)
• Toys/children’s items (34%)
• Beauty & self-care (32%)

Fashion + tech + family essentials drive outlet foot traffic every season.

What Consumers Say: Value, Joy & A Few Frustrations

Verbatims reflect overwhelmingly positive sentiment:

“Outlet shopping usually offers good discounts and a wide variety of products. I enjoy the value for money.”

“I enjoy outlet shopping because it lets me buy brand-name products at affordable prices.”

“I don’t feel outlet shopping is any different than regular retail shopping as far as quality — the difference is the price.”

Consumers love outlets — but they still want:

• Clearer promotions
• Less crowding
• Better stock management
• Greater transparency

These are solvable friction points with outsized impact on trust.