The mall is dead. Long live the mall!

Just when we thought it was dead, the mall is making a comeback.

Thank you, Gen Z. An IPSOS study earlier this year revealed that Gen Z is much more likely than other generational cohorts to shop at malls (58% for those age 18-34 vs. 48% of those age 35-54 and 38% of those 55+).  Meanwhile age 55+ is three times more likely than those 18-34 to say they never shop at malls.  And this holiday season, 63% of Gen Z says they will make a purchase at a mall.

Seems odd for this very online generation, but malls are changing.  Old-time mall anchors like Sears, JC Penney, and Macy’s are either gone or have been slowly disappearing.  In their place, new retailers like the formerly online-only fashion retailer Princess Polly.

Some older brands are trying new things, too.  Some Bath & Body Works stores now have scent bars and video content. And malls are innovating to keep people engaged, with attractions like mini-golf, higher quality food options, and even an interactive art exhibit in Chicago.

A major reason these shoppers cite is a need for social connection.  COVID illustrated for Gen Z the importance of face-to-face communication, and IPSOS says many of these younger consumers see the mall as a kind of “third space” where they can spend time between work and home.