Who shops at factory outlets — and why?
You’ll find most factory outlet shopping centres out in the suburbs, so chances are you’ll have to invest time and petrol to get to one. Most offer one-stop shopping, stocking everything from sportswear and fashion labels to crockery and electrical appliances, all at a discount of up to 70% or more. For many Australians, shopping is a leisure activity and going to one of these centres has become a weekend excursion for the whole family. On Saturdays and Sundays, they’re packed — so if crowds are your idea of shopping hell, only attempt factory outlet retail therapy during the week. Research at the Australian Centre for Retail Studies shows that the average shopper spends one hour and $30–$50 at a normal shopping centre, compared to three to four hours and $200–$300 at a factory outlet centre. If you’re from out of town, you might spend as much as $700. Shoppers make the journey to these centres thinking: “It’s going to be worth my while — I’m going to get a bargain.” This puts them in
