Gen Z is breathing new life into America's shopping malls. Recent data reveals that 58% of shoppers age 18 to 34 frequent malls regularly, surpassing older age groups.¹

This younger generation is showing a preference for the in-person shopping experience. drawn to the immediate gratification of in-store purchases and the tactile experience of trying on items. Retailers are responding by blending digital and physical experiences, hosting live events, and making shopping more of an experience than an objective.²

Malls may have taken a backseat to e-commerce for several years, but a new generation of mallrats is on the rise.

The resurgence of the mall crawler

Gen Z spending is often associated with online shopping, but their habits tell a more complex story. Although more than half (56%) of Gen Z still prefer shopping online to in-store, foot traffic at stores is increasing, with 69% of 18 to 24-year-olds choosing brick-and-mortar locales for their weekly shopping.³ 

But what’s driving this shift back to the mall? Why is this generation opting to shop in person when convenience is only a click away? The reasons are multifold — and some have nothing to do with shopping at all. 

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What drives Gen Z to the mall

One key motivator for renewed interest in shopping malls may be same-day access to goods. Unlike online shopping, where the thrill of a purchase is often tempered by a wait for delivery, physical stores can offer instant access to products. 

According to one recent industry report, 30% of Gen Zers said they prefer in-store shopping for the ability to get products immediately.⁴ Nearly a third (28%) said being able to touch, feel, and try on items right away was a major perk for in-person shopping.⁵

Malls also serve as a “third space”— a place where Gen Z can hang out with friends, enjoy a meal, and take part in activities beyond just shopping. Many once again see the mall as a social hub —  whether it be for hanging out, enjoying an aesthetic experience, or meeting new people. 

Many stores and malls are fostering their role as a social space by adding experience-driven businesses. Entertainment centers like Dave & Busters and PopStroke offer activities beyond trying on clothes or buying a churro from the food court.⁶ Netflix has paired up with malls for in-person experiences including live screenings, replicas of sets from popular shows, and even concessions themed around the streaming services’ hit programs.⁷

Gen Z is also interested in returning to the mall because of how stores are integrating tech into the shopping experience. Retailers are combining online and offline shopping experiences through augmented reality (AR) tools and virtual try-ons, making shopping more interactive. Some 92% of Gen Z shoppers now want to use AR technology when shopping.⁸ 

Other services, such as “buy online, pick up in-store (BOPIS)” blur the lines between digital and physical, allowing for both immediate access to products and the convenience of digital browsing. This hybrid experience caters to the needs of a generation that’s grown up with both online and in-person shopping experiences.

Mindful shopping

Beyond reshaping retail, Gen Z’s love for mall shopping is having a surprising impact on their financial behavior. In an era when impulse buying is often just a click away (with impulse purchases costing consumers around $2,000 a year), physically walking into stores encourages more mindful purchasing decisions.

Although a quarter (26%) of Gen Z say they’re prone to impulse purchases, 71% are also willing to wait for a product to go on sale.⁹ Discount retailers also lead the way with in-person shopping, as 48% of Gen Zers prefer to shop at Target, Walmart, T.J. Maxx, and other stores in the category.¹⁰ In fact, it’s estimated that a quarter (75%) of Gen Zers shop at Target on at least a monthly basis.¹¹

Additionally, physical shopping experiences provide clearer budgeting opportunities. When consumers use cash or physical cards in-store, they get a real-time sense of how much they’re spending.¹² The tangible nature of in-store shopping can help young consumers build better budgeting skills and avoid hidden fees, like return shipping costs, which can add up quickly when shopping online.

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Mall walkers

Gen Z’s return to the mall is more than a fleeting trend — it’s a reflection of a shift toward a more balanced and mindful approach to shopping. They’ve mastered online shopping but are now rediscovering the unique benefits of in-person retail. 

Forget the tired food courts and empty department stores. Today’s malls are blending shopping with social media moments, turning window shopping into an interactive experience. AR try-ons, influencer pop-ups, and hybrid retail models are making in-person shopping feel fresh again. Even the food is getting an upgrade: mall sushi is out, viral dessert spots are in.¹³

For Gen Z, the mall isn’t just a place to shop. It’s where real life meets the digital world. And as retailers race to keep up, one thing is clear: The mall isn’t dying — it’s just getting started.