The data: Mall traffic is on an upswing, according to a report from Placer.ai. All three formats tracked—indoor malls, open-air shopping centers, and outlets—had YoY visit growth in April, building on a strong start to 2026.

• Open-air shopping centers saw the largest increase, with visits rising 3.5% YoY.
• Indoor mall traffic grew 2.2%.
• Outlet mall visits increased by 0.5%, a notable recovery after falling 4.4% in March.

How we got here: Malls owe their resurgence in part to Gen Zers, who have rediscovered the format’s utility as a “third place” where they can spend time with friends and as a venue where they can inspect items in person before they buy.

Operators like Simon Property Group are deliberately courting the demographic by bringing in more Gen Z-favored brands like Edikted and Princess Polly, as well as making the cohort a major focus of marketing campaigns and store activations.

• Those efforts paid off for Simon in Q1, with Gen Z shoppers driving traffic growth and delivering stronger sales for brands that cater directly to the cohort.
• Macerich expects the demographic to be a “long-term tailwind” as Gen Zers are more likely to visit physical stores and spend money on retail, food, and experiences.

Implications for retailers: Physical retail is an important touchpoint for Gen Z shoppers, who rely on stores as an avenue for trying and discovering products as well as a place to connect with their peers. Brands looking to reach this demographic must therefore not only have a robust brick-and-mortar presence but also a compelling in-store experience to attract shoppers’ attention and encourage them to spend more time (and money).

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