The American mall is alive and well, as evidenced by Lightbox venues seeing record traffic in 2023, and continuing into January 2024. MotionWorks reports 2.8 billion annual visits to our network of shopping destinations last year which translates to a +47% increase over pre-pandemic 2019 and a +31% increase over 2022. What’s behind this growth? Here are a few key factors, ranging from a shift in consumer behavior to a reimagining of the traditional mall experience.

Gen Z Loves Malls 

Teens have historically been tied to mall culture, and the broader Gen Z is no exception. Contrary to expectations, this tech-savvy generation continues to appreciate the social aspects of malls. For them – 73% of whom have visited the mall at least once in the past month according to a 2023 ICSC study – it’s a hub for shared experiences with friends outside of school and each other’s homes.

Here they’ll hang, grab food, hit the entertainment options, and of course, shop. A ICSC also reports that nearly all (97%) shop in physical stores, with many showing off their purchases in the pervasive “Mall Haul” TikToks or YouTube videos. Malls therefore play an undeniable role in youths’ social lives, both IRL and online.

Suburban Resurgence

Beyond Gen Z, Millennials are playing a pivotal role in the modern mall. The pandemic’s byproduct of remote work flexibility has driven this generation to accelerate its migration to the ‘burbs, with 45% of Millennials expecting to buy a home outside of big cities according to Bank of America. The evolving landscape of American living finds malls (more and more of which have grocery, fitness clubs, upscale dining, and even residential buildings) once again at the heart of communities, serving as one-stop lifestyle destinations.

Physical Retail Expansion

Retailers are adapting to this migration pattern and are following suit, leading to a transformation of the suburban mall’s tenant mix. Millennial e-commerce faves like Mizzen + Main, Everlane and Rothy’s have all opened brick-and-mortar stores in the past year, joining other DTC brands like Warby Parker, Glossier and All Birds, in catering to consumers’ omni-channel approach to shopping. 

Other retailers with once limited locations are going all-in on expansion. Primark only entered the US market in 2015, but it’s aiming for 60 locations by its 10th anniversary. Japanese retailer Uniqlo will add 20 new locations this year alone to double its North American presence.

Shopping as Entertainment

Store openings alone are not enough to attract visits. Businesses are going beyond mere transactions to create fully immersive environments. Now, consumers can ‘Sip & Shop,’ imbibing while they stroll Tysons Corner; get a makeup tutorial at Sephora; custom design kicks with Nike’s interactive displays; or get a refresher on their iPhone shortcuts via a class at the Apple store.

From cutting-edge technology to pop-up events, malls and their retail tenants are creating experiential spaces that engage and captivate visitors, turning shopping into a larger entertainment experience.

A True Entertainment Destination

As engaging as retail stores may be, consumers are also flocking to malls for true entertainment. The infusion of options, such as movie theaters, arcades, and recreational facilities, has transformed malls into comprehensive entertainment centers. Parents now have options beyond animal scooters to delight the kids: Hot Wheel Experience, Candytopia, Bungee Zone, and Museum of Illusions are just a few tenants that are attracting scores of families, among others, for a fun-filled day out.

This is only the beginning of malls’ ongoing evolution, driven by demographic shifts and subsequent demands for new retail and entertainment experiences. As malls continue to adapt and innovate, they are redefining their role in American society and being embraced as vibrant spaces that resonate with the diverse needs of today’s consumers. 

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The State of In-Store Retail 2023:

For the past year, economists and consumers alike have been bracing for a global recession. A pandemic and the resulting inflationary woes have affected all business sectors, with the retail industry positioned to take a significant hit. But despite the fears of an economic downturn – fears which appear to be waning by the day – brick-and-mortar retail is poised for solid growth. New store openings, enhanced shopping experiences, and increased traffic all signal in-store retail’s strength in 2023.

In-store Purchases Continue to Dominate 

The growth of e-commerce makes headlines, but the perception that online shopping dominates consumer behavior is grossly overinflated. While omnichannel shopping is now the norm, in-store purchases still make up 80% or more of all sales. More than half (54 percent) of U.S. consumers say they prefer stores to websites, according to a May 2022 report by the customer engagement platform Emarsys. And even if purchase is made online, a visit to a physical store is likely part of the journey; 76% of online shoppers visit a physical store before buying. Brands have responded by rapidly increasing their in-person presence, as evidenced by the surge of new store openings.

Retail Vacancies at Historic Lows

The biggest U.S. shopping mall owners say retailers are still forging ahead with their plans to open new stores in spite of recession fears. Simon Property Group, the country’s largest owner of shopping malls, reported an occupancy rate of 94.9%, up from 91.8% a year earlier.

Overall, retail vacancies in the U.S. reached a new low of 5.7% in Q4 2022, a level not seen since 2007. Currently, new store openings are outpacing closures at a rate of five to one, the largest net expansion in a decade.

DTC Evolves

Even direct-to-consumer (DTC) brands recognize the advantages of brick-and-mortar experiences, with more and more brands filling up these retail vacancies. Allbirds, Wayfair, Harry’s, Untuckit, and Everlane have all opened physical doors in recent years.

When it comes to location, DTC brands may have once pushed for Main Street retail space in dense, urban centers, but they’re increasingly moving to regional malls, says Amish Tolia, co-CEO and co-founder of Leap, a company that helps find and operate physical stores for digital-first companies. Simon Property Group is one developer working to capitalize on the DTC evolution, announcing a partnership with Leap in late 2022 to bring more DTC brands to its venues. 

Experience is Essential

Today, having an in-store presence requires more than just square footage. Experience is critical for drawing in shoppers and enticing them to return. 

Retailers need to provide something more than just a place to make a purchase – a global survey found that nearly 60% of consumers polled expect over half of retail space to be focused on experience rather than product. To remain competitive, retailers will need to shift their physical presence to surprise and delight rather than simply serve as end-of-funnel sales transactions. Whether it’s Sephora offering makeup application classes or Nike’s in-store sneaker customization studio, brands know that engaging with customers will require offerings beyond merchandising. 

Malls on the Rise

The good news around physical retail is certainly benefiting the state of malls. Placer.ai reports that in January 2023, indoor malls, open-air lifestyle centers and outlet malls saw YoY visit increases of 4.1%, 5.2% and 2.7% respectively. The wider trend of YoY uptick is significant because of economic headwinds. 

Lightbox has seen this rebound firsthand, with traffic to our network of malls hitting record highs. Full year 2022 traffic grew +21% over 2021, reflecting a recovery from the lingering pandemic. More impressively, 2022 traffic pulled ahead of pre-pandemic 2019 by +5%. The ongoing trends of store openings and enhanced experiences will only help draw even more audiences to our venues.

SOURCES:

• • PYMNTS, February 14, 2023: Surge of In-Store Shopping Triggers Rise in New Brick-and-Mortar Locations 

• • Retail Dive, November 22, 2023: Simon, Leap aim to bring more DTC brands to malls

• • Inc.: The Future of Retail Isn’t Direct-to-Consumer. How Brands Are Embracing Stores in 2023

• • The Future of Commerce, Retail trends 2023: Social commerce, personalization, omnichannel shine

• • Retail Dive, February 13, 2023: The beauty of building the in-store experience

• • Fashion Network: Experiential retail economy to reach tipping point in 2025

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Any notion that malls are still in recovery mode was put to bed in 2022. Remnant memories of lockdowns and capacity limitations are now miles in the country’s rearview mirror, once again making malls a top destination for shopping and socializing. The Lightbox (LB) mall network followed suit throughout the year, with consumers visiting our retail venues at rates higher than pre-pandemic.

2022 Traffic 5% Higher Than 2019

Motionworks (formerly Intermx) reported that 2022 traffic to LB malls was stronger than ever, surpassing 2021 levels as well as pre-pandemic 2019. LB closed the year with mall traffic at +21% above YAG 2021 and +5% above 2019.

Traffic Swells in Top Markets

The Top 10 DMAs saw excellent mall traffic in 2022, exhibiting significant lifts compared to last year and 2019 (+28% and +5%, respectively).

The West Coast region led the pack, with Los Angeles traffic surpassing 2019 by +12% and San Francisco surpassing by +34%. Other top DMAs – like New York, Philadelphia, and Boston – also saw sizable traffic growth, ranging from +7% to +22% vs. 2019.

The Holiday Traffic Gift Keeps On Giving

Despite economic slowdowns, recession fears, and a myriad of severe weather conditions, 2022 LB Holiday traffic saw a healthy bump of +38% vs. 2022 Non-Holiday timing. Compared to past Holiday seasons, 2022 saw a +2% lift vs. YAG 2021 and a +9% lift vs. 2019.

Consistent with industry projections, 2022 Holiday shopping started early and ended later for LB shoppers, with inflation concerns driving consumers to get a head start on gift deals.

LB Holiday traffic began as early as the week of 10/3 and continued upwards through Cyber Monday – averaging an +8% lift week-over-week from 10/3 to 12/4 – with Cyber Monday week’s traffic +29% above 2021 and +30% above 2019. After peak Cyber Monday traffic, visitors slightly dipped but then continued ascending through Christmas.

Full Steam Ahead

Whether evaluating the top 10 markets, the holiday season or year-long averages, 2022’s record traffic to LB venues served as a strong indicator that Lightbox malls are filled with millions in audience, reachable through can’t-miss video advertising.

Sources: Motionworks. Mall traffic defined as total number of visitor visits who stayed at location for more than 15 mins for each visit, and excludes mall employees (defined as persons seen at the location for more than 4 days a week and spend more than 3 hours a day at location). Holiday & Non-Holiday Season definition: Holiday time period defined as Nov-Dec avg, Non-Holiday time period defined as Jan-Oct avg. Weather Source: NOAA (National Oceanic and Atmospheric Administration), Weather Nation

Press Contact

Zach Cohen
zach@lightboxooh.com

The post 2022 Wrap-Up: Lightbox Mall Traffic Higher Than Ever appeared first on Lightbox.

Holiday shopping in malls has deep roots in American culture. Mall scenes from celebrated holiday movies, like Buddy’s first time using an escalator in Elf and Rowan Atkinson’s masterful gift wrapping in Love Actually, are still watched by millions every year. Many brands are well aware of the significance physical retail has during this peak season, and substantially up their advertising budgets to match. See why mall video advertising should be a priority for holiday media plans.

It’s an Omnichannel Retail World – But Offline Shopping Still Reigns

There’s no denying consumer behavior has evolved over the years, resulting in the “phygital” approach that drives how we currently shop. It’s no longer strictly in-store vs. online, but instead an understanding that consumers value both channels. In fact, an estimated 83% of Americans visited both physical outlets and online stores in the past 12 months.¹

Despite consumers embracing e-commerce, they still overwhelmingly do their holiday shopping in-store, with offline purchases comprising 81% of all spending.²

Malls Are The Venue of Choice for Holiday Shopping

When it comes to holiday shopping preferences, malls are the top physical shopping destination. The majority of consumers (62%) name malls as their preferred outlet for this key spending season³, likely due to the convenience of having a broad range of retailers accessible under one roof.

Why do consumers prefer the mall?^

     • 92% prefer seeing products in person before purchasing them

     • 84% appreciate quick returns

     • 81% want to get products quickly

Holiday Shopping Is Starting Earlier Than Ever

In 2021, pandemic by-products such as supply chain issues and shipping delays drove consumers to holiday shop earlier, with many retailers declaring October as the start to the Holiday season. With recent inflationary concerns, there is a continued increase in those who will get a head start: 1 in 3 Americans plan to shop for holiday even earlier than last year.

Retailers are preparing for the influx of early shoppers. Target announced “Deal Days” to kick-off in early October as well as starting its holiday price match guarantee on October 6th. Similar to last year, Macy’s holiday inventory will be rolled out in October, a full month earlier than it has historically.

Holiday Traffic Spikes in Lightbox Malls

Mall traffic lifts during the holiday season indicate a strong consumer interest in malls for holiday shopping. Nationally, Lightbox’s mall network sees a +26% increase to total audience (P13+) reach during the peak November and December months. 

This spike is also seen across key demos: 

Advertising During the Holidays Lifts Brand KPIs

Shopping venues are contextually-relevant environments for advertisers looking to connect with consumers in a discovery frame-of-mind. Especially during the holiday season, mallgoers are actively seeking inspiration for gifting ideas and are receptive to advertising that guides purchase decisions. Lightbox demonstrates the video network’s impact on consumer behavior with strong lifts across KPIs, from driving product purchase advertised on our screens to influencing online search for more information.

Check Off Your Holiday List with Mall Media

The question of whether physical retail still wields the same power during the holidays can be answered with a resounding yes. Even though many consumers employ an omni-channel approach to shopping, physical retail captures the majority of all purchases during the holiday season as well as every other season. And with consumers increasingly starting their holiday shopping earlier, advertisers should consider extending their flighting to meet their head starts. 

Brands who advertise in malls – and in particular, Lightbox’s network of retail centers – this holiday season can rest assured that their campaigns are as strategic and ROI-focused as ever.

Sources: ¹Sponsorpulse, ²Statista 2021, ³OAAA/OnDevice 2021 Holiday Shopping Study, ^MRI-Simmons How Consumers Are Adapting to the Evolving Retail Landscape 2022

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