Quick Read
- Gen Z is returning to malls, favoring experiences over transactions.
- Brands like Netflix are launching in-person attractions to connect with Gen Z shoppers.
- The COVID-19 pandemic fueled Gen Z’s desire for real-world connections.
- Malls are evolving into social and entertainment hubs to attract younger generations.
Gen Z: The Unexpected Architects of Retail’s Comeback
Just a few years ago, the mall was seen as a relic—a fading monument to an era before smartphones and one-click checkouts. But as 2025 unfolds, something unexpected is happening: Gen Z, the digital natives who helped build the e-commerce boom, are flocking back to physical shopping spaces, breathing new life into retail. According to NBC News, this shift is more than a fad—it’s sparking a retail renaissance.
The Experience Over The Transaction
For Gen Z, shopping isn’t just about buying things. It’s about the experience: walking through stores, chatting with cashiers, and spending time with friends. In the words of one Gen Z consumer, “It’s never about buying stuff. It’s just about the experience.” This emphasis on experiences, rather than transactions, is rewriting the rules for retailers. It’s no longer enough to offer products; brands must provide memories.
Why this craving for physical interaction, especially among a generation raised on screens? The answer may be rooted in the pandemic. The isolation and restrictions of those years left many longing for real-world connections. As one Gen Z shopper put it, “People are always trying to make up for what we lost in the pandemic. I think a great way to do that is coming to the mall and hanging out with each other.” The mall, once a symbol of suburban routine, is now a stage for reclaiming lost time and forging new memories.
Retailers Respond: Netflix and the Rise of ‘Experiential Commerce’
Brands are taking notice—and acting fast. Netflix, traditionally a digital streaming giant, has launched ‘Netflix House,’ an in-person attraction designed to immerse fans in the worlds of their favorite shows. “Netflix House is our in real life experience for fans to immerse themselves in Netflix stories,” said Marian Lee, Netflix’s Chief Marketing Officer, in an interview with NBC News. The concept goes far beyond merchandise, offering interactive sets, arcades, and spaces for socializing. It’s a response to Gen Z’s clear message: make shopping fun, memorable, and social.
Other companies are joining the movement. Malls themselves are evolving, incorporating more entertainment, pop-up events, and influencer collaborations. The goal? To make every visit feel less like an errand and more like an adventure. The International Council of Shopping Centers President, Tom McGee, notes, “Gen Z has reinvigorated the mall. There is a desire in this generation to lean into the physical world because they have been such a big part of the digital world for such a long time.”
The New Nostalgia: Creating Gen Z’s Own Traditions
There’s a poetic twist to this story. While older generations may visit malls to relive their teenage years, Gen Z is crafting its own nostalgia. Their mall experience isn’t about echoing the past—it’s about inventing new rituals and memories. From browsing stores with friends to sharing laughs over arcade games, the mall is becoming a canvas for Gen Z’s collective story.
It’s a reminder that the physical world still matters—even to those most fluent in the digital one. The mall is no longer just a place to shop; it’s a place to connect, create, and belong.
Looking Ahead: The Future of Shopping in a Hybrid World
Will this revival last? Early signs suggest that Gen Z’s preference for in-person experiences is more than a passing trend. Malls that adapt—by offering unique events, interactive attractions, and vibrant social spaces—are seeing renewed foot traffic and energy. Retailers that listen to Gen Z’s desire for authenticity and connection may find themselves at the forefront of a new era.
Of course, e-commerce isn’t going away. Gen Z is still comfortable shopping online, but increasingly, they’re seeking a balance. The digital world may offer convenience, but the physical world offers something irreplaceable: shared experience.
As brands like Netflix invest in real-life venues, and as malls continue to evolve, one thing is clear: the future of retail isn’t just about what you buy. It’s about where, how, and with whom you experience it.
Gen Z’s return to malls is less about nostalgia and more about forging new ways to connect in a post-pandemic world. Their appetite for experience-driven shopping is challenging retailers to rethink not just what they sell, but how they engage. In this landscape, brands that prioritize authentic, memorable interactions will win the loyalty of a generation that values connection above convenience.