By  on February 15, 2016

The blast of Arctic air that blew through the Midwest and Northeast last weekend did little to deter shoppers, who braved the cold despite temperatures that dipped below zero degrees Fahrenheit. Experts said the frigid weather may, in fact, have had the counterintuitive effect of sending consumers out-of-doors to seek refuge in shopping malls.

“This was winter’s coldest blast so far. It was cold and it was dry on Saturday and Sunday, which was great for mall traffic,” said Evan Gold, senior vice president of client services at Planalytics, which analyzes the impact of weather on businesses. “It was too cold to do anything outside. People wanted to get to their destinations. Any indoor activity from the movies to mall shopping benefited.”

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