Thirty-seven percent of U.S. tourists visited a discount outlet mall in 1997 (the most recent data available). Twenty-nine million women and 25 million men out of 149 million adult tourists-domestic and international-account for the figure. One out of 10 visitors said shopping was the primary reason for the trip, while 79% noted outlet shopping as the secondary reason for the journey. The average amount spent by outlet mall shoppers was $183.