The data: Malls’ efforts to reinvent themselves with experiential formats and Gen Z-friendly initiatives are bringing shoppers back.

• Indoor, outlet, and open-air shopping centers have each posted positive YoY visit growth for the past three months, with particularly strong gains for indoor and open-air formats, according to Placer.ai.
• Average dwell times at all three formats rose YoY in July for the first time in five months, pointing to growing shopper engagement.
• Simon Property Group CEO Eli Simon said that shopper traffic across the company’s portfolio—which includes class A properties like The Galleria in Houston, Texas, and Woodbury Common Premium Outlets in New York—accelerated in Q2, with comparable sales increasing 5.7% YoY.

Behind the numbers: The resurgence in mall traffic reflects considerable investment by operators to make their properties more attractive to consumers seeking to shop, dine, have fun, or simply spend time with friends. Rather than relying solely on the strength of retail brands, operators are looking to make the mall itself the destination using experiential activations, extensive food options, events, or even eye-catching décor designed for social media attention.

These initiatives have the added benefit of enticing Gen Z consumers. Simon noted that younger shoppers are “the most excited to come to the mall, the most excited to shop in the mall,” as they look to take a break from their screens and have fun in person. Nearly two-thirds (63%) of US adults ages 18 to 34 say they often or sometimes visit the mall, up from 54% in July 2025, according to Ipsos.

• Both Simon and competitor Macerich are adding more Gen Z-oriented brands like Aritzia and Edikted to their properties, which is helping to deliver steady growth: Simon said that comparable sales for juniors brands targeting Gen Z have grown for 16 consecutive months, reflecting the cohort’s resilient spending.
• Operators are also looking for retail concepts with a strong experiential component, like Dick’s Sporting Goods House of Sport, Under Armour’s Sport House, and Coach’s coffee shops, to give shoppers more reasons to visit.

Implications for retail: Focusing on the experiential side of retail has enabled some malls to halt their slide into obsolescence and attract new generations of shoppers. Expanding dining, entertainment, and other non-retail options are leading to deeper engagement and more cross-shopping opportunities, which in turn is enhancing malls’ value to retailers.

However, this trend largely applies to top-tier malls whose operators have the resources to invest in redevelopment and attract sought-after brands. If experiential concepts and brand quality become more important traffic drivers, the gap between well-capitalized malls and weaker properties could widen. Likewise, limited retail space and the costs of creating immersive, high-touch experiences could make it more difficult for smaller brands to gain a foothold.