REAL ESTATE NEWS

Mall owners are drawing a broader range of shoppers even as consumers remain selective about discretionary spending, a trend that could provide additional momentum heading into the critical back-to-school and holiday shopping seasons.

While the median household income of shoppers visiting indoor malls, open-air shopping centers and outlet malls declined modestly between June 2025 and June 2026, foot traffic increased across all three formats, according to a new report from Placer.ai. The combination signals that malls are expanding their appeal beyond higher-income households that have driven much of retail spending during the past year.

"Combined with rising visit volumes, this suggests that malls are broadening their appeal and attracting a wider range of consumers, including more value-conscious shoppers," the report said.

Traffic gains were widespread during the first half of the year. Open-air shopping centers led all retail formats with a 4.7% year-over-year increase in visits, followed by indoor malls at 1.9% and outlet malls at 1%.

Open-air centers also posted year-over-year visitation gains every month during the first half of 2026, ranging from 2.9% in March to 6.8% in February. Indoor malls remained positive in every month except March, when visits slipped 1.6%, while outlet malls experienced a steeper 4.4% decline that month before returning to modest growth in the second quarter.

The momentum continued into June, marking the third consecutive month in which all three mall formats recorded year-over-year traffic gains. Visits increased 5.1% at open-air shopping centers, 1.2% at indoor malls and 1% at outlet centers.

According to Placer.ai, malls' offering of retail, dining, entertainment and convenience may be helping attract a broader customer base at a time when many consumers remain cautious about discretionary purchases.

Source: GlobeSt/ALM