Nearly half (47%) of Mall of America respondents said they expect to spend the same amount this year as last year.

When shopping for back-to-school this year, shoppers at Mall of America are all about saving money.

In a recent survey of its visitors, North America’s largest mall found that 50% of respondents identified themselves as “frugal savers,” people focused on finding the best deals to stretch their money as inflation continues to squeeze budgets. The next largest group in the survey were “nostalgics,” at 27%, which include shoppers looking to relive fond memories of back-to-school with their children.

Other personas in the survey, including the “trendsetter” at 15% and the “determinator” at 8%, were less represented among respondents, showing that most shoppers in 2024 are more interested in getting a good deal than chasing the latest fashion or making quick in-and-out trips.

“As a leader in retail, it is critical for us to understand our customers’ priorities,” said Jill Renslow, Chief Business Development & Marketing Officer at Mall of America, which was recently named Age of the chain stores‘s No. 1 Retail Center Experience for 2024. “Many families are looking for great value and a memorable shopping experience during this special time of preparing for the new school year. We are proud to be a one-stop shop for back to school fashion where families can find hundreds of options for every budget while having fun together.”