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What is the common factor among Spain’s largest shopping centres?

Written by Geoblink ·

Currently, Spain has more than 500 shopping centres throughout the territory, but has not always been so. According to the Spanish Association of Shopping centres, in late 1980 there were only 20 shopping centres. Until 1980, Barcelona, Spain, did not have its first large mall, between 40,000 and 80,000 m². In 2016, the area of shopping centres (square metres) was nearly 3 million.

But what are the biggest shopping centres in Spain? What is the difference between them? How the spending graph in these superstores looks like? How the inhabitants of the outlying areas connect with different malls?

In Geoblink, we analysed the 3 largest shopping centres in Spain: Puerto Venecia, Marineda and Parquesur. We have specifically analysed the type of customers they have, where they come from and which category do they prefer to spend money on.

1. Puerto Venecia, Zaragoza

Puerto Venecia shopping centre is the largest in Spain with more than 206,000m². It is located in the city of Zaragoza, the District of Torrero-La Paz. It has brands such as El Corte Ingles, Nike and Zara, home stores like IKEA, sports stores like Decathlon and more than 40 restaurants with specialities from around the world.

We have analysed consumers first mall, profile and where they spend money, aiming to increase market share with more potential customers.

According to the aggregate data on bank card transactions from the zip code where the centre is located, we can see that most consumers are men and women between 25 and 45 years, with more number of women aged 35-45 years. Additionally, almost all consumers are Spanish, since only 0.4% of transactions have foreign origin (mainly France).

Puerto Venecia transaction data

And, in which category do the customers of this mall spend money on? To answer this mystery, we analysed the categories where visitors from these establishments devote their resources. Here are the results:

Top 4 categories where money is spent  Information extracted from Geoblink with bank transaction data aggregated within a period of 1 year (August 2016 to August 2017).

Puerto Venecia zaragoza

In the previous display, we can see that the greatest number of transactions coming from the neighbouring mall postcodes, although a large number of transactions are also done with an average ticket in  more remote areas. This is the case of Barbastro, Huesca, more than 130 km away (1 hour and half approx.) Or Alcaniz, Teruel, over 100 km (1 hr 20 min).

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2. Marineda City, A Coruña

This mall located in the polygon A Grela, in the city of A Coruña, has an area of 197,000 m². With around 200 stores and brands such as Ikea, Decathlon and Media Markt, it receives over 16 million visitors a year.

Just as Puerto Venecia discussed earlier, we will study the market Marineda City:

Marineda city transaction data

In this case, there is a clear trend of women versus men, like greater age range spanning all ages. We can also see a trend in women between 35 and 45 years.

Then analyse 4 categories where spending is higher:

Top 4 categories where money is spent  Information extracted from Geoblink with bank transaction data aggregated within a period of 1 year (August 2016 to August 2017).

where do the more than 2 million transactions come from?

Total and average tickets in different locations surrounding the mall

As in the previous case, over 10% of the transactions come from the same ZIP code or adjoining areas. In this case, we see a trend of increased buying in the town of Arteixo, with 7.7% of transactions, although not found near the Marineda City.

To get an idea of the scope of this mall, in the period from August 2016 to August 2017, more than 2,000 transactions from Viveiro, a municipality in the province of Lugo, were reported.

Now that you are reading about the Spanish market, take a look at this:
Top 20 cities to open a fast food restaurant in Spain 

3. Parquesur, Madrid, Leganés

Parquesur located in Leganes, 7 kms from the capital has 150,000 sqm, with areas dedicated to multiple uses such as hotel, cyber lake, park and cinemas. It was built by Unibail Rodamco in 1989, being the largest at the time.

Parquesur transaction data

As we can see in the picture above, there is an increased consumption by women and men of all age ranges, except by people under 24 years of age. In this mall, a greater purchasing volume by women aged 45 to 55 years and an increased consumption in general by men and women aged between 55 and 65 are reported.

Now let us see in which categories the customers spend their money: 

Top 4 categories where money is spent Information extracted from Geoblink with bank transaction data aggregated within a period of 1 year (August 2016 to August 2017).

How far will the scope of this commercial centre sustain? Would the residents of central Madrid travel to Leganés?

Parquesur transaction analysis

As we could deduce at first, people living in the centre of Madrid, particularly in the centre and north of the capital, do not eat at this mall. More people come from the periphery of Leganés, Getafe and Alcorcón and surprisingly from remote areas such as Aranjuez and Illescas.


What are the main similarities and differences?


  • Temporal pattern: this is the category where fewer differences are shown among the three malls.
  • By months: there is a greater number of transactions in the months of December, January and July.  
  • By week: there is a higher consumption on Saturdays, especially in Marineda City, where 25% of transactions takes place this day.
  • By hours: the three malls show a greater number of transactions in the hours between 11am and 1pm, 6pm and 8pm respectively; although this is the natural tendency, the commercial centre of Puerto Venecia is having a curved flatter and more similar consumption throughout the day.
  • Age and sex distribution: although, there should not be many differences between the consumers who visit these malls, there is a disparity among them.  
  • While Parquesur clearly predominates in women between 45 and 55 years and men and women between 55 and 65, in Marineda City, people between 45 and 55 years are those that lead the consumption ranking in these establishments.
  • Surprisingly, in Puerto Venecia, customers with more transactions are women of 35-45 years.
  • Transactionality by category: clearly we can distinguish two broad categories that receive the highest number of transactions: ‘Fashion’ and ‘Bars’. In the three malls, spending towards fashion items in all three cases exceeds one fifth of consumption, with an average ticket between 35 and 40€. For restaurants it is quite similar, since the number of tickets accounts for 7 to 10% of the total and the average ticket is €30 approx.
  • In addition to these two dominant categories in the Puerto Venecia shopping centre, there is a higher consumption in ‘Sports and Toys’ and ‘Home’.  The average ticket for homes is 92 €. In Marineda City, household spending is higher than in the previous case, but within the same category, auto service has the highest average ticket 210€. 

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