Shopping Malls are Making a Comeback

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The '80s are calling and its not to Gen X.

Shopping malls – once the mainstay of teens during the 1980s and 1990s – are enjoying a resurgence. And it's thanks to Gen Z shoppers who are craving in-person and social outlets over online shopping conveniences.

"The mall is an experience," Saco told USA TODAY. "You go there and you see all different kinds of people and its just getting out of your isolation in your home."

Going to the mall also satisfies the need to get something right away and reduces the amount of time returning online purchases, she said.

Her size often varies depending on the brand, so going to the mall and trying on clothes makes it easier to find the right fit.

Shoppers like Saco are a key reason why mall traffic traffic is on the rise.

According to Placer.ai, which uses a panel of tens of millions of devices and machine learning to make estimations for in-store visits across the country, traffic to indoor malls was up 4.5% in January and February from the previous year.

"The resurgence of the mall category directly correlates with Gen Z shoppers' desire for community and in-person connection," Elizabeth Lafontaine, director of research at Placer.ai, told USA TODAY. Mall-based retailers and brands are harnessing the power of social media to connect directly with Gen Z audiences, Lafontaine said, both physically in stores and digitally, as younger shoppers use social media to share tips and for trend research.

Shoppers between the ages of 18 and 24 bought 62% of their total general merchandise purchases in stores last year, according to Circana. Shoppers ages 25 and older made 52% of their purchases in person, Circana said.

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In a survey of 3,000 shoppers in the United States and Canada by Lightspeed Commerce, 75% of 18- to 24-year-olds say "third spaces" inside stores, which include cafe´s, lounges or social areas, influence where they choose to shop. USA TODAY was given an exclusive first look at the survey results.

Gen Z as a generation feels very isolated, so it's not a surprise they are leading the charge back to in-person stores and malls, said Dax Dasilva, CEO of Lightspeed Commerce.

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