Algorithm chasing, doomscrolling, second screening…Memories aren’t made of this. Something, it seems, Gen Z has discovered. So – defying all rumours of its imminent demise – the shopping mall is back.
As Retail Times notes, in the US ‘This has given rise to the “phygital” retail experience, a holistic model that provides a blend of in-person shopping with digital services.’ Around 73% shop in a store at least once a week, and almost half of their spending happens in stores. (Source: Deloitte)
And young Brits are going back to the shops, too.
Internet Retailing commented, “Snapchat’s latest report, the ‘Memento Generation,’ researched the shopping habits and attitudes of more than 2,000 Gen Z consumers. The results show that, far from being the ‘online generation,’ Gen Z are looking for physical connections and memorable experiences, both as consumers, and by extension, in their daily everyday lives.”
Further recent research from Deloitte backs this up, “Though often labelled “digital natives,” Gen Z is the ‘most authentically omni-shopping generation’ – blending digital discovery with a strong preference for in-person shopping.” So, what’s the real world really giving Gen Z that they can’t get online?
Rachel Levy, Head of Retail, Lifestyle and CPG (Consumer Packaged Goods) at Snap UK, told Internet Retailing, “This generation is increasingly building identity and connection through shared experiences, moments and memories rooted in the real world. Shopping is becoming less about accumulation and more about meaning, discovery and social connection.”
When it comes to Meta vs the Mall, then, time spent talking to real people in the real world seems to be finally winning out.
And, in the US, malls are leaning into the trend. The Guardian commented, “The American Dream mall in New Jersey often brings in musicians like the Jonas Brothers and, more recently, K-pop stars including Hwasa and Taemin.”
“It’s not just about selling products,” Neil Saunders, retail analyst at GlobalData Retail, told the paper. “It’s about selling emotions, which sounds really soft and woolly, but it is actually important for Gen Z.”
Retail brands that truly understand this are likely to do well. Brands that don’t may lose share to “dupes” – cheaper replica products that Gen Z might spot whilst they shop, switch to, and then go on to their socials to champion and share.
The real world making a comeback? In the increasingly surreal world we all live in today, that’s a plot twist few saw coming.