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Men and millennials are driving traffic growth at outlet malls

Men and millennials are the main traffic-growth drivers at outlet malls, according to Cowen & Co.’s latest Consumer Tracker Survey, with consumer traffic reaching a two-year high in July.

When 2,506 consumers were asked in July, “Did you shop in an outlet mall over the last 30 days?” 26% said, yes, they had.

“Visitation to the U.S. outlet centers by U.S. consumers among our total survey population is up 400 basis points on a sequential basis since the March 2016 trough and continues to outpace mall traffic,” analysts wrote in the Monday note. A basis point is equal to 0.01%.

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