Experiential Shopping · Gen Z · Malls · Retail
Despite growing up as digital natives, Gen Z consumers are surprisingly driving a resurgence in physical retail, preferring in-store shopping over online for holiday purchases (63% vs.
50%). This generation, representing 20% of the U.S. population with $150 billion in spending power, values instant gratification, the ability to physically interact with products, and real-world social experiences.
Malls and retailers are adapting significantly: mall owners like Simon Property Group and Brookfield Properties are adding experiential attractions such as art exhibits, concerts, and enhanced food offerings. Retailers like Princess Polly, previously online-only, are opening physical stores with features like selfie mirrors, while established brands such as Bath & Body Works and Hollister are revamping their in-store experiences to cater to Gen Z's desire for social interaction and shareable moments.
This shift highlights a critical market for malls, moving beyond traditional anchors and signaling a strategic pivot towards experiential and integrated online-to-offline retail models.
