For some Americans, holiday shopping isn’t just about finding the perfect gift—it’s about feeling safe while doing so. According to a new survey by LVT (LiveView Technologies), parking lot safety is a key factor shaping shopping habits this year. Nearly one-third (32%) of women say that concerns about parking lot safety influence their decision to shop in-person, and more than half of those surveyed (54%) feel the least safe in parking areas compared to other retail spaces.
These insights are part of a broader LVT survey of 2,000 US consumers exploring how perceptions of safety impact consumer behavior during the holidays and beyond. With retail crime spiking by an estimated 30% during the holiday season, the new data underscores the importance of robust security measures in public spaces, particularly parking areas.
Safety Concerns in Parking Lots
While crowded stores and long checkout lines are common holiday gripes, parking lots present a unique set of safety challenges:
- Parking structures are a leading concern: 59% of women and 47% of men feel the least safe in parking lots and garages, compared to just 17% of all respondents who feel unsafe inside retail stores.
- Lighting matters: Poor lighting was identified as the top parking lot safety concern by 69% of women and 56% of men, making it a critical issue for retail centers to address.
Technology’s Role in Building Shopper Confidence
The presence of visible security measures, such as cameras, has a significant impact on consumer perceptions:
- Enhanced confidence: 66% of respondents said visible security cameras in public spaces make them feel safer.
- Parental perspectives: Among parents with children under 18, 78% are comfortable with security cameras in public areas, with 68% believing cameras effectively deter crime.
- Women’s support: Women overwhelmingly favor surveillance measures, with 77% agreeing that cameras contribute to their sense of security.
Regional Variations in Safety Perceptions
Safety concerns across regions reflect differences in local culture and attitudes toward public surveillance:
- New Yorkers lead in support: 80% support public surveillance measures, and 71% report that visible cameras make retail centers feel safer.
- Texans and Californians are divided: Opinions on public safety measures vary by region. In California, 39% favor armed security guards, compared to 49% of people across the rest of the United States. Meanwhile, 47% of Californians support government regulation of security cameras, while 45% of Texans oppose it.
“As the holiday shopping season peaks, this survey reveals an urgent need for retailers to prioritize safety,” said Matt Kelley, SVP of business and market development at LVT. “Safety isn’t just an added benefit—it’s a critical factor in attracting and retaining shoppers. Innovative security solutions empower retail centers to address these concerns, creating an environment where customers can shop with confidence.”
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