Malls are looking to keep time with their standalone competitors by opening earlier and closing later.
Last month, General Growth Properties made a decision to expand its hours at 200 of its malls in 44 states across the U.S. The company is looking to draw extra shoppers on weekends by opening malls earlier and keeping them operating later, as well.
"Shoppers have gotten used to shopping whenever they're available and whenever it's convenient to them," Lisa Bisenius, group vice president of marketing for General Growth Properties, told The Baltimore Sun. "They are more time-strapped and overcommitted in a number of ways and they need to have our flexibility."
General Growth decided to make the change after two-thirds of consumers who responded to a survey said they would like the mall to expand its hours of operations. The company's malls had always had extended hours during holiday shopping season but expanded it into the New Year.
Britt of Beemer, founder of America's Research Group, said, "I'm sure they'll do business but the question is how much more business they'll do. It's going to make them feel good, and they'll be able to tell Wall Street this is what we have to do to go up against Wal-Mart. But until they get the merchandising right, consumers don't care when you open."
Howard Davidowitz, chairman of Davidowitz & Associates, sees value in the strategy. "I think when you're losing market share you have to try to do new things," he said.
Patrice Duker, a spokesperson for the International Council of Shopping Centers, said other malls will likely follow General Growth if it turns out to have positive results over a longer period of time. General Growth only began expanding mall hours last month.
"I think you need that year or length of time to benchmark it before we make the decision of whether it's good, bad or indifferent," said Ms. Duker.
Jen Tollick, a manager at Kokopelli boutique at The Mall in Columbia, said business has picked up with the expanded evening hours. "We've definitely done better during the evening hours," she said.
Ouida Freeman is one consumer who is happy malls are staying open later.
"As a working adult I like to come at night, and this is good for me because it gives me more time to shop," she said.
Discussion Questions: Will longer hours of operation make malls a more attractive shopping destination? Will the longer hours draw consumers who are primarily mall shoppers already or will it also start to bring in those who shop at standalone locations?