Airport Retail Takes Off
Unlike traditional malls where consumers typically go with shopping as their primary purpose, people are usually at an airport because they are traveling or because they work at the airport and shopping is secondary. But, retail at the airport is increasingly important. Since 9/11, we are limited in what we can carry in our luggage and we end up having to buy last minute amenities. More extensive security policies mean we have to arrive at the airport much earlier than in the past, too, so we have more time to spend in the terminal – eating, shopping, connecting, or simply taking a moment to relax. And reduced food and beverage options on the planes themselves mean we want more options in the terminal, packed neatly for carry-on.