The year is 2024, and the American mall, once a symbol of suburban expansion and a staple of teenage life, is making a defiant comeback.
Back in its 1950s heyday, the mall was a revolutionary concept – a single climate-controlled space housing dozens of shops, a food court, maybe even a movie theater. The explosion of malls in the following decades mirrored America’s economic boom and suburban sprawl. But the 21st century was less kind. Online shopping giants like Amazon, coupled with a glut of overbuilt “lifestyle centers,” chipped away at mall profits and foot traffic.
Then came the upheaval of the COVID-19 pandemic. Lockdowns and lingering economic uncertainty pushed many malls to the brink, and obituaries of the “dead mall” trended frequently on social media.
Yet, something unexpected happened. Americans, it seems, didn’t entirely give up on the mall. Data from analytics firm Placer.ai reveals that as pandemic restrictions lifted and inflation began to cool, visits to malls nationwide are surging. Though not quite back to 2019 levels, the gap is narrowing quickly.
What explains this shift? To understand the mall’s resurgence, we must first understand that while some things about shopping have changed irrevocably, others have a timeless allure.
Weekday Warriors and Afternoon Explorers
One pandemic-era shopping habit that seems to be fading is the rise of the weekday shopper. Perhaps those flexible workdays had more errands than expected, or maybe the allure of window shopping while the kids were at school lost its luster. Data shows weekday vs. weekend mall visits in 2023 have largely returned to pre-pandemic ratios.
Yet, there’s been a notable shift in when people go to the mall. In 2019, malls were busiest from 10 am–1 pm. Now, those time slots see lower traffic, while the 1 pm–7 pm spread enjoys a healthy boost. This likely reflects hybrid workers taking advantage of flexible hours to squeeze in post-workday retail therapy or perhaps more suburbanites venturing out in the afternoons now that they’re not commuting into the city.
The Power of Experience
Here’s the key to the mall’s comeback: it stopped being just about shopping. To survive, malls recognized they can’t just compete with the convenience of online retail, they had to offer something Amazon can’t – experience. The malls leading the charge are evolving into hybrid entertainment destinations.
Consider just one example at Chandler Fashion Center in Arizona. Visits remained flat until September 2023, when a 250,000-square-foot SCHEELS sporting goods store opened, featuring a Ferris wheel and an aquarium alongside the sneakers. Foot traffic surged, and that excitement didn’t fade—visits in February 2024 remain over 20 percent higher than the same period last year.
Other malls are playing to the power of dining and entertainment. North Carolina’s Cross Creek Mall saw foot traffic jump after adding a Main Event “eatertainment” complex with laser tag, video games, and bowling, proving that sometimes a fun night out is better bait than another department store anchor.
Pop-ups and Luxury Boutiques
Pop-up stores, especially from online-first brands dipping their toes into physical retail, are a growing mall trend. Online fashion darling Shein is a leader in this, hosting 3-4 day events with try-before-you-buy appeal. When one popped up at Illinois’s Woodfield Mall, it drove Super Saturday-level foot traffic, proving short-term events can pack a powerful punch.
At the opposite end of the spectrum is the luxury boom. As the wealthy proved resilient to inflation, malls saw an opportunity. While in 2022, luxury store openings were split between malls and street-front locations, 2023 saw a shift with 40 percent of new upscale stores opening in malls. Particularly in Sunbelt states like Texas and Florida (which also enjoy an influx of affluent new residents), malls with a high percentage of designer stores are far outpacing the average.
The Future is Bright (and Probably Has a Ferris Wheel)
The malls thriving in 2024 understand one critical fact: people still crave the social and sensory experiences real-world shopping provides. By leaning into experiential retail, offering a curated mix of attractions, and catering to both the bargain-hunter and the luxury shopper, the American mall is finding its way in a changed landscape. It’s no longer just about where you go to buy things—it’s about where you go to do things.
Key Takeaways
- The Bounce Back: Malls may have been down during the pandemic, but they’re not out. Foot traffic is steadily recovering and approaching pre-COVID levels.
- The New Mall Rhythm: Weekend shopping remains a staple, but afternoons are the rising star. Hybrid work schedules have shoppers hitting the mall after lunch and skipping those late-night runs.
- Experiences are Everything: The best malls are no longer just about things. Adding attractions like SCHEELS’ Ferris wheel or Main Event’s ‘eatertainment’ is a guaranteed traffic booster.
- The Power of the Pop-up: Short-term, buzz-worthy stores like Shein’s pop-ups can create excitement and drive visits that rival even peak holiday shopping.
- Luxury Loves the Sunbelt: The wealthy are fueling a luxury retail boom, and malls are cashing in. Sunbelt states, where affluent newcomers are flocking, are seeing top-tier stores bring serious foot traffic.
