The study, conducted online in North America and Canada, found that of 2,500 consumers, over 80 percent reported cutting back on spending in the last year but over half expect to increase their spending once the economy improves. Additionally, the majority of consumers in America rated their current financial situation as fair or good and cut back on spending in 2009 not because of a personal financial set-back but as a precautionary measure.

Founded in 1957, ICSC is the premier global trade association of the shopping center industry. Its 60,000 members in over 90 countries include shopping center owners, developers, managers, marketing specialists, investors, retailers and brokers, as well as academics and public officials.

Lapin, a 20-year industry veteran, is a frequent speaker and contributor to business journals, textbooks and industry publications that seek her expert counsel and input on branding and marketing trends across the retail and commercial real estate industries. Lapin leads Irvine, Calif.-based LCG, a full-service marketing communications firm specializing in brand strategies and integrated marketing campaigns for the commercial real estate industry.