Shopping malls – once the mainstay of teens during the 1980s and 1990s – are enjoying a resurgence. And it’s thanks to Gen Z shoppers who are craving in-person and social outlets over online shopping conveniences.
“The resurgence of the mall category directly correlates with Gen Z shoppers’ desire for community and in-person connection,” Elizabeth Lafontaine, director of research at Placer.ai, told USA TODAY. Mall-based retailers and brands are harnessing the power of social media to connect directly with Gen Z audiences, Lafontaine said, both physically in stores and digitally, as younger shoppers use social media to share tips and for trend research.
Shoppers between the ages of 18 and 24 bought 62% of their total general merchandise purchases in stores last year, according to Circana. Shoppers ages 25 and older made 52% of their purchases in person, Circana said.
Gen Z is expected to spend $12 trillion annually by 2030, according to NielsenIQ and World Data Lab.
Furman said her team also believes that Generation Alpha, or those who are 13 years old and younger, are not far behind the Gen Z shoppers in spurring a return to the mall.
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When Christmas hits, nostalgia kicks in and I’m there weekly through November and December. Keep it up, Gen Z and jump into the pool the waters warm, Generation Alpha!