Suburban malls gear up for grey market as more seniors make them social hubs

4 weeks ago 122

SINGAPORE - Part-time security officer Lizah Salim takes a 15-minute bus ride from her home in Woodlands Circle to Causeway Point at least once weekly. She can spend up to five hours shopping and dining at the mall in Woodlands, often accompanied by her sister, husband or grandchildren.

Occasionally, the 57-year-old travels a little farther to Northpoint City in Yishun for services like hair treatments.

“The neighbourhood malls are better than those in town as things are not so costly,” she said. “Transport is also quite expensive now, so I prefer to go malls nearby.”

Suburban malls, such as Causeway Point and Northpoint City, maintain older adults’ routines and social connections, according to a joint study on retail behaviours and preferences of older adults in suburban malls released in April.

More than six in 10 older adults visit suburban malls at least once weekly, with many making multiple trips, said the study by Frasers Property Singapore and the Singapore Management University (SMU) Centre for Research on Successful Ageing (ROSA).

More than discretionary spending, it is daily routines, familiarity and social connection that drive these visits. Over 77 per cent cite dining out as a primary reason for visiting malls, while more than half engage in leisure activities such as window shopping.

Close to 67 per cent visit malls with companions. About 57 per cent spend up to $100 a week, and close to 92 per cent spend no more than $200, reflecting visits built around habit and community rather than consumption.

Easy public transport access is a priority for 69 per cent of respondents, while proximity to home matters to 41 per cent. A tenant mix that meets daily needs is a reason for visits, said 40 per cent.

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