Busy lifestyles shift leisure shopping time

Family calendars fill up quickly with the hustle of organized activities and bustle of responsibilities that have resulted in a change in the way we shop.

"Research shows that time is the most precious commodity," says retail analyst Anne Brouwer.

The busy family lifestyle and the fact about 75 percent of women now work outside the home has shifted our shopping patterns, she and other experts say.

Leisure shopping has become a trend of the past. Instead, we often hit stores in shorter bursts on the way home from work or between activities.

"We don't have long periods of time to shop," said Brouwer, a senior partner with McMillan Doolittle in Chicago. "We don't live in the Ozzie & Harriet world," she said of the blend of family types and formations.

People are becoming more selective about where and how they spend their money.

Combining shopping in one trip is common. Many shoppers pick a superstore or warehouse center where they can buy laundry detergent, dinner and a pair of shoes all at the same time.

Experts agree as gas prices continue to climb, shoppers will significantly curtail their driving and consolidate trips even more.

This differs drastically from 30 years ago when regional malls, anchored by department stores, were the place to be. Families spent the day shopping.

"Years ago, you'd arrive at the mall at 10 and leave at 3," said Konda Dees, marking director at Deer Park Town Center.

That's no longer the case. The average time spent at a regional shopping center is just over an hour per trip, according to an International Council of Shopping Centers study. However, the money spent during that trip has increased about $13 from three years ago.

"Whether caused by time pressures or the impact of high fuel expense on driving, consumers have become more efficient in their shopping," the study says.

Computers are another factor reducing time spent window-shopping. When looking to make a purchase, from an oven to a comforter, shoppers often research online for the best price and availability. The purchase will then be made online or at the best nearby store.

Convenience is key for time-strapped individuals and families. It's convenience and ease of shopping that draws people to lifestyle centers, such as Deer Park Town Center and Algonquin Commons. Characteristics of lifestyle centers include upscale architecture, high-end tenants, absence of anchor stores, individual store entrances and more entertainment, restaurant and home furnishings options.

Shoppers enjoy that they can park in front of a store at a lifestyle center, run in, get what they need and run out, Brouwer said. This is pulling shoppers away from traditional malls.

"If you look over the past 20 years, traffic patterns have declined at major regional malls," she said.

To compete, many indoor malls, including Yorktown Center in Lombard and Randhurst Shopping Center in Mount Prospect, are developing lifestyle center characteristics.

Retailers are taking note.

Crate & Barrel left Westfield Hawthorn in Vernon Hills several months ago to open at nearby Deer Park Town Center. A sign on the door of the vacated store urged shoppers to visit them at the lifestyle center.

"The malls have to create pure destinations and a reason for shoppers to come," said Woodfield Shopping Center general manager Marc Stritch. He said Woodfield in Schaumburg delivers unique stores in addition to more depth in merchandise and store selection than the fringe malls. He said if a shopper is looking for a particular size or style, they know there is an array of stores to choose from at Woodfield.

"Time and dollars dictate that the malls must provide something unique to draw people," Stritch said. "Time is valuable."

Many just don't have time to shop as they did in the past.

"I have kids now. I can't shop like I did before," said Suzi McLaughlin of Palatine while at Deer Park Town Center last week. She said she often makes quick trips to Target to pick up what she needs.

While Bonny Scott's children are grown, she says she still makes short shopping trips, usually in the two-hour range. "That's enough time for me," said Scott, of Mount Prospect.

Tina Fregoso, expecting her fourth son, said convenience dictates where she shops. "I love the outdoor malls, but I usually shop at Woodfield because it's close," the Hoffman Estates woman said.

Organized activities planned for children, from competitive cheerleading to basketball leagues, take up a great deal of a family's time. Children are spending more time in organized activities than ever before, Brouwer said. These activities are often miles apart, meaning higher commute times.

"We have some pretty crazy lifestyles," Brouwer said.

Hester hits Spring Hill: One of the hottest Chicago Bears will make an appearance at the Sports Fanatic in Spring Hill Mall, West Dundee.

Tickets are still available for the autograph-signing session that takes place at 5 p.m. April 2. The cost to have the kick-return specialist sign merchandise is $100, payable by cash only. Tickets are available from Sports Fanatic, a retailer that specializes in sports apparel and merchandise.

A special raffle will be held for three separate Hester autographed items. Each raffle ticket is $5 and all proceeds benefit the St. Jude's Children's Research Hospital. For more information, call (847) 783-6783.

Munk'd Tour: Alvin and the Chipmunks are headed to Spring Hill Mall in West Dundee. Alvin, Simon and Theodore are coming to the area for a one-day only appearance April 4. The chipmunks will take the stage for the Get Munk'd Tour, a musical extravaganza at 3 p.m., 4:30 p.m. and 6 p.m. The chipmunks will give step-by-step dance lessons. The tour is being done in connection with the upcoming DVD release on April 1.

Did you know: This is the earliest Easter since 1913. The holiday typically marks the official kick-off to spring when retailers debut new clothes and consumers are in the mood for warmer weather, according to the National Retail Federation.

Of those celebrating Easter, the majority will spend money on Easter meals. Consumers will dish out an average of $23.82 for apparel, $21.42 for gifts, $18.12 on candy, $9.11 on flowers and about $7 on decorations.