"No longer looking for the 'cheapest'": Consumers return to malls - at the expense of online

New consumer research reveals that Israeli shoppers are no longer necessarily seeking the lowest price, but rather the deal that feels most worthwhile. As the gap between online and mall prices narrows, considerations such as immediate receipt, the ability to try on and touch the product are tipping the scales. Malls, preparing for the holidays, believe this trend will strengthen.

New consumer research reveals that the Israeli consumer is no longer necessarily looking for the lowest price, but rather the deal that feels most worthwhile. As the gap between online and mall prices narrows to just a few shekels, additional considerations enter the equation: immediate receipt, the ability to see with one's own eyes, to touch, and not to wait for delivery. Deloitte's 2026 Retail Outlook report notes that four out of ten consumers are looking for deals and discounts, not necessarily the cheapest item. Nearly seven out of ten industry executives believe this represents a deeper shift in consumer behavior. Consumer behavior researcher Moti Azoulay explains that "a bargain can create a kind of 'license to splurge' for us." An Optimove survey found that 81% of respondents cited product quality as a key factor in purchasing, compared to 70% who cited price. AlixPartners' 2026 shipping survey found that consumers expect free delivery within an average of 2.6 days. Ilanit Greiovitz-Berger, CEO of Sha'ar HaTzafon Mall, says that the physical store combines an accessible price with immediacy and the ability to examine the product in depth. The article does not quote consumers or sales data from specific Israeli malls, and relies mainly on international studies.