Despite being raised in the digital era, Gen Z is helping revive the popularity of shopping malls.
While online shopping offers convenience, young shoppers increasingly choose brick-and-mortar stores for immediate purchases and hassle-free returns, reported NBC 5 DFW. Lindsey Hyams, a 23-year-old from Marlboro, New Jersey, exemplifies this trend, opting to visit malls to try on clothes and avoid the wait and inconvenience of online returns.
Surprisingly, according to the International Council of Shopping Centers (ICSC), Gen Z shops in stores at rates comparable to their baby boomer grandparents, per NBC 5. A survey by consulting firm EY found that nearly 63% of Gen Z plans to shop in person for the holidays, favoring physical experiences over digital.
This generation seeks not just products but social interactions, instant gratification, and shareable moments on social media.
Mall owners and retailers are responding to this trend by enhancing in-store experiences. Brands like Hollister have hosted live events such as pop-up concerts to attract younger shoppers. Additionally, malls are incorporating interactive art exhibits, selfie mirrors, and unique pop-ups to keep Gen Z engaged. Major mall operators like Simon Property Group and Brookfield Properties are investing in these experiences to draw foot traffic.
Retailers are also adjusting their store strategies to cater to Gen Z’s preferences.
For instance, Princess Polly, previously an online-only retailer, opened physical stores to allow shoppers to try on clothes in person. Similarly, Bath & Body Works has introduced features like “scent bars” and digital content to appeal to this tech-savvy generation.
Gen Z’s desire for real-world experiences stems from growing up in a digital-first world and enduring the isolation of the COVID-19 pandemic.
Stanford researcher Roberta Katz notes that while this generation is tech-native, they crave face-to-face interaction and tangible experiences, which malls provide. Shopping trips offer both social opportunities and a break from digital screens.
With Gen Z’s spending power estimated at $150 billion, their preference for in-person shopping influences how malls and brands evolve. By blending entertainment, social experiences, and innovative store designs, malls are transforming into destinations catering to this generation’s desire for convenience and connection.