Gen Z Drives US Mall Comeback as In-Store Shopping Hits 62%

US shopping malls, weakened by the rise of e-commerce and pandemic-era disruptions, are finding a new source of momentum in Generation Z. Younger consumers increasingly treat malls as places for shopping, socializing and discovering brands, while social media is helping turn online trends into store visits. Digital-native retailers are also opening physical locations, giving mall operators fresh tenants and reasons to reshape their properties around experiences.

The latest data showed Gen Z conducted 62% of its shopping in physical stores during the previous year, a higher share than among other adult age groups. The shift is supporting a broader US mall recovery as retailers respond to younger shoppers with refreshed store formats, food and entertainment options, and more social spaces. The expansion of online brands into brick-and-mortar retail is further strengthening demand for well-positioned shopping centers.