For years, shopping malls were considered relics of the past—casualties of eCommerce growth and changing consumer habits. But against all odds, shopping malls are making a strong comeback across North America. What was once dismissed as outdated is now evolving into a vibrant hub of experience, community, and commerce.
For product manufacturers and consumer brands, this revival is more than just a trend—it’s an opportunity to connect with customers in powerful, hands-on ways that online retail simply can’t match.
In this article, we’ll explore why malls are thriving again, how they’re transforming, and what this means for your brand’s retail strategy.
The Resurgence of Physical Retail
The Shift Back to In-Person Shopping
While eCommerce continues to grow, shoppers are returning to physical retail environments for one simple reason—they want real experiences. The ability to touch, feel, and test products before buying is something digital screens can’t replicate.
Recent data supports this shift:
- A 2023 Placer.ai report found that U.S. mall foot traffic rose by 12% compared to pre-pandemic levels.
- A Deloitte study showed that nearly half of consumers now prefer a mix of online and in-person shopping.
For many, malls have once again become social destinations—places to gather, dine, and spend quality time with friends and family.
The Rise of Experiential Retail
Modern malls are reinventing themselves as immersive lifestyle destinations rather than simple shopping centers. From pop-up stores and interactive displays to gourmet dining and entertainment, malls are creating experiences that encourage people to stay longer—and spend more.
Examples of successful mall transformations:
- American Dream Mall (NJ): Features indoor ski slopes, theme parks, and flagship stores with interactive retail experiences.
- The Grove (LA): Seamlessly blends high-end retail, live performances, and outdoor leisure areas.
Case Studies of Revival
- Brookfield Place (NYC): Rebranded itself around art exhibitions, culinary events, and wellness programs—driving both engagement and foot traffic.
- NorthPark Center (Dallas): Integrates art installations throughout its retail space, attracting over 26 million visitors annually.
These examples show that malls are no longer just shopping venues—they’re multi-sensory experiences that merge culture, community, and commerce.
How Shopping Malls Are Evolving
1. Technology-Enhanced Shopping Experiences
To stay relevant, malls are adopting smart technologies that improve customer engagement:
- AR mirrors that allow virtual try-ons
- Mobile apps for navigation, parking, and rewards
- AI-powered chatbots to enhance customer service
For instance, Westfield Malls have introduced digital directories and loyalty apps that streamline the visitor experience while rewarding repeat customers.
2. A More Diverse Tenant Mix
Malls are diversifying beyond retail to include fitness studios, coworking spaces, spas, entertainment venues, and even urban farms.
At Rosedale Center (Minneapolis), a gaming arcade sits alongside traditional retailers—attracting younger audiences and increasing dwell time. This creates more touchpoints for product manufacturers to engage with customers in creative ways.
3. Sustainability and Community Focus
Sustainability is also driving mall innovation. Developers are installing solar panels, green rooftops, and hosting farmers’ markets and local events to connect with their communities.
These eco-friendly initiatives not only reduce environmental impact but also align with consumer values, benefiting both the mall’s image and its tenant brands.
Opportunities for Product Manufacturers
Leverage Malls for Brand Awareness and Sales
For brands, malls offer an unparalleled chance to create immersive, hands-on experiences that drive both sales and loyalty.
Pop-up stores, kiosks, and event-based marketing allow manufacturers to:
- Test new markets
- Generate buzz
- Gather real-time customer feedback
Apple and Tesla have mastered this strategy—turning mall spaces into experiential brand showrooms. Smaller brands can do the same with temporary setups or collaborations.
Build Partnerships with Malls and Retailers
Many malls actively encourage brand collaborations and co-marketing opportunities—from family-friendly events to mall-wide promotions.
Examples:
- Glossier’s pop-up shops across U.S. malls boosted sales and brand engagement.
- LEGO workshops invited customers to build creations in-store—leading to higher product sales.
- Dyson demo zones allowed shoppers to test vacuums and styling tools, driving strong conversion rates.
Partnerships like these foster brand visibility and long-term loyalty.
The Future of Shopping Malls
Malls as Community Anchors
Tomorrow’s malls will be more than shopping centers—they’ll serve as community anchors that combine retail, workspaces, health services, and entertainment into one ecosystem.
The concept of “retailtainment”—where retail meets recreation—is becoming a core design principle. These mixed-use spaces will give product manufacturers even more opportunities to showcase their products to targeted audiences.
Emerging Innovations
Cutting-edge malls are experimenting with:
- AI-driven personalization based on real-time shopping behavior
- Digital twins—virtual mall layouts that blend online browsing with in-person pickups
- AR and VR experiences for storytelling and product demonstrations
These innovations will redefine how consumers discover and interact with brands in physical spaces.
The Bottom Line: Don’t Miss the Mall Revival
Shopping malls are back—and they’re better than ever. For product manufacturers, this resurgence represents a golden opportunity to reconnect with consumers in authentic, experiential ways that eCommerce alone can’t provide.
Now is the time to reimagine your retail strategy, explore mall partnerships, and position your brand where customers are once again eager to shop, explore, and engage.
Ready to Bring Your Product to Retail?
Since 2008, Retailbound has helped product brands launch and scale in over 150+ retailers across the U.S. and Canada. From retail strategy development to buyer engagement and sales management, we guide brands through every step of retail success.
📞 Contact us today to learn how we can help your brand thrive in this new era of retail.
About the Author
Yohan Jacob is the President and Founder of Retailbound, a retail channel management consultancy helping consumer product brands scale in retail and online. With deep expertise in strategy, buyer engagement, and channel marketing, Yohan and his team help startups and established brands alike grow their retail presence and drive sales success.
