Consequently, a trip to an outlet mall is often a daylong affair not a problem for retailers, since shoppers tend to spend more once they ve committed to the expense of getting to a far off locale. How much more? One study found that visitors spent 79% more per visit at outlet centers than at ordinary malls, Soberman says. Tom Meyvis, a marketing professor at NYU s Stern School of Business, attributes this to a sunk cost bias on the part of shoppers.
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