Mall culture has been dying over the last decade as online shopping has gradually taken over the consumerism sphere. Now, many malls are attempting to revive themselves by hosting local businesses and adding a local touch to the shopping experience.
Between 2017 and 2022, the number of malls decreased by nearly 17% each year. As of now, there are approximately 1150 malls in the US, yet it is projected that by 2032, only 150 malls will remain. Even if they don’t close down, malls are becoming increasingly vacant, with an average 8.6% vacancy rate in recent years.
A major factor is that online shopping, with its ubiquitous access and incredible convenience, has driven consumers away from brick-and-mortar shopping. The hassle of going to several different stores to purchase various items has been replaced with switching to different websites to purchase those same items.
Malls also originally served as a hangout spot for young adults. With social media slowly pecking away at the importance of in-person connections and other social hotspots rising to prominence, the significance of malls as hangout spots has also diminished. “I’d rather go somewhere like the TBK where there are more things to do than just shop,” explained recent PV graduate Jack Cabay.
To combat this startling trend, many malls have begun encouraging local businesses to rent vacant spots.
Malls are seeing a shift in demand toward the distinctive, quirky shopping experience that can only be provided by local businesses. In the past, shopping centers used to steer clear of local businesses and favor name-brand chains due to their increased credit history and financial reliability.
However, new programs such as the real estate giant CBL’s speciality leasing programs are helping small businesses afford mall space. These programs offer small businesses short-term leases, allowing them to test out the waters and explore long-term feasibility while simultaneously generating revenue for real estate owners by filling vacancies.
In terms of consumer appeal, local businesses provide unique items, drawing many customers into their stores and away from large chain stores. “A local shop [offers] something you can only get in a certain town, it’s not something that you can buy online,” stated junior Jack Rippchen. “It’s hard to maintain the authenticity of a product when it’s mass-produced to fit the consumer market.”
Local businesses also have a more customer-friendly appeal compared to other retailers. It often feels far easier to interact with local business employees on a more personal level compared to “company employees” simply because it feels like they are a part of the community rather than just an employee.
Locally, new stores including Belle & Bouvier Boutique, Affinity Rose Boutique ー a family-owned decor store ー and The Geeked Gear Toys ー a figurine store ー have taken up residence in Northpark Mall.
Beyond just the retail industry, local restaurants have also found success in malls. QC Grandstand Pizza and Osaka Sushi Bar have found prime locations in Northpark Mall and are raking in customers.
Even though these restaurants are up against massive chains like Chick-fil-A, they have still found their consumer base. “In general, I prefer local restaurants because I think brand-name restaurants tend to have a more fast food-esque style simply to maintain consistency across multiple restaurants,” added Cabay. “I think it’s a little more common for local restaurants to have more homemade food.”
These local restaurants are especially important as they synergize with the retail aspect of malls, drawing more customers in than either alone.
In the end, the traditional mall culture is nearing its ending point, watching as the crowded, social spots of the 90s and early 2000s slowly fade away. As malls take their next steps, incorporating local businesses and restaurants into their plans holds promise as a successful fusion.
