Understanding consumer shopping patterns is essential in estimating the value of regional shopping centers. Consumer shopping behavior determines retail sales at regional shopping centers which, in turn, impacts shopping center rents and value. This article quantifies the effects of consumer shopping behavior on nonanchor tenant sales in regional shopping centers. The results of this study reveal that the effects of location, comparison shopping, and department store image are important in estimating shopping center patronage and retail sales. They also indicate that the value of a mall can be allocated to real estate and non-real estate value.