How Gen Z's 'Mallmaxxing' is Reviving American Malls
Gen Z Is Bringing the Mall Back From the Dead. Here’s How ‘Mallmaxxing’ Is Reshaping Retail.
Entrepreneur
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Gen Z is revitalizing American malls through a trend called 'mallmaxxing,' where they engage with brands in-store while creating viral content on platforms like TikTok. Brands such as Edikted and Princess Polly are expanding their physical presence to meet this demand, resulting in increased sales and a resurgence in mall popularity.
- 01Gen Z is driving a revival of American malls with the trend 'mallmaxxing.'
- 02Brands like Edikted and Princess Polly are opening physical stores to cater to this demographic.
- 03Princess Polly reported double-digit growth in net sales last year.
- 04Simon Property Group's sales per square foot have surpassed pre-pandemic levels.
- 05An average of 40 malls closed annually between 2017 and 2022, highlighting the significant shift in retail dynamics.
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The trend known as 'mallmaxxing' is bringing a resurgence to American malls, primarily driven by Gen Z consumers who prefer the in-person shopping experience. These young shoppers are transforming malls into viral hotspots, creating content for platforms like TikTok while engaging with brands. Retailers like Edikted and Princess Polly, once exclusively online, are now racing to establish physical stores to meet this growing demand. Notably, Princess Polly has seen its net sales increase by double digits over the past year. Additionally, Simon Property Group reports that their sales per square foot have surpassed pre-pandemic levels, indicating a strong recovery in the retail sector. This revival is particularly significant given that an average of 40 malls closed each year from 2017 to 2022, marking a dramatic shift in consumer behavior and retail strategies.
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The revival of malls could lead to increased job opportunities in retail and boost local economies as more stores open.
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