Why the mall still matters

Good news for retail media networks and digital place-based advertisers: The American shopping mall is tracking toward a renaissance in 2026, as physical spaces reclaim their spot at the center of consumer culture. 

While transactional registers tell part of the story, the real momentum is being driven by a surge in physical dwell time and community-driven footprints.

Our data shows that the mall has cemented itself as an incredibly sticky routine, with a commanding 81% of mall shoppers visiting more than once a month, averaging over two hours per trip. This traffic has different habits by demographic, however—from Gen Z treating common lounges as essential social anchors to high-spending Millennials who frequently dine out while on mall visits.

Meet Me At The Mall, the latest study from The People Platform, breaks down exact demographic spend dynamics, cross-shopping behaviors, and actionable placement strategies to help media sellers and buyers maximize their real-world ROAS.

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