{"id":1984,"date":"2026-06-25T12:03:56","date_gmt":"2026-06-25T12:03:56","guid":{"rendered":"https:\/\/coloradospringsmoverss.com\/?p=1984"},"modified":"2026-06-25T12:03:56","modified_gmt":"2026-06-25T12:03:56","slug":"gen-z-shoppers-are-energizing-malls-as-they-stroll-and-scroll","status":"publish","type":"post","link":"https:\/\/coloradospringsmoverss.com\/?p=1984","title":{"rendered":"Gen Z shoppers are energizing malls as they stroll and scroll"},"content":{"rendered":"
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Teens to 20-somethings hanging out at the mall, maybe trying on clothes, meeting friends at the food court or a nearby restaurant, checking out the window displays.<\/p>\n

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The scene isn\u2019t from an \u201980s movie or a flashback moment shared by millennials or baby boomers. Many of the young people strolling while also scrolling for the latest fashion trend are members of Generation Z, ages 14 to late 20s.<\/p>\n

And Gen Z, which grew up with the internet and smart phones, is being credited with helping to energize shopping malls that have struggled through the Great Recession, the COVID-19 pandemic and the proliferation of e-commerce.<\/p>\n

Flatiron Crossing in Broomfield is in the middle of a multi-million-dollar project outside the mall on the center\u2019s grounds: a mixed-use development that will have housing, entertainment and new places to dine. Inside the mall, new stores are being added and existing stores are being transformed.<\/p>\n

Several of the changes are geared toward Gen Z shoppers.<\/p>\n

\u201cWe have a Gen Z group. We sit and focus and pay attention to what we think would attract Gen Z and continue that customer experiencing the mall,\u201d said Kate Taggart, Flatiron\u2019s general manager.<\/p>\n

Employees at Flatiron and Macerich, which owns and operates the mall, use social media to track trends and new businesses that are opening, Taggart said.<\/p>\n

\u201cIt\u2019s not always just going to be pure retail,\u201d she added. \u201cIt has to be all the other aspects that make it a little more holistic of an experience.\u201d<\/p>\n

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For instance, Macerich is looking at incorporating businesses focused on wellness and fitness to the new development, called HiFi.<\/p>\n

\u201cI think nationally, Gen Z represents about 19% of shoppers. Here at Flatiron, we\u2019re seeing it be about 30% of our shopper base,\u201d Taggart said.<\/p>\n

Macerich, which owns 36 malls across the country, told The Wall Street Journal that it is redesigning some of the centers\u2019 common areas, making them photogenic for shoppers who want to take and post photos on social media.<\/p>\n

Josh Weber, senior general manager of the Park Meadows mall in Lone Tree, said it\u2019s common to see younger shoppers in search of the right backdrop for a TikTok or Instagram post, whether in a retailer\u2019s space or throughout the center. He said shopping centers used to discourage photography and video recordings.<\/p>\n

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\u201cToday, social sharing is a natural part of the customer journey,\u201d Weber said in an email. \u201cPark Meadows\u2019 distinctive lodge-inspired design creates an environment that photographs well, and retailers have embraced that shift by creating visually engaging store experiences and they highlight products that are trending online.\u201d<\/p>\n

The shopping malls that have survived and even thrived are those that have transformed themselves to offer a mix of uses to appeal to customers looking for a different experience, said Ray Wimer, a professor of retail practice at Syracuse University.<\/p>\n

High-end malls, considered Class A, are doing well, Wimer. Others, especially ones that haven\u2019t made updates, are struggling or closing, he said.<\/p>\n

In 2016, there were roughly 1,220 of the traditional enclosed malls\u00a0 in the U.S. About 890 of them were left in 2025, Wimer said. E-commerce, overbuilding and lack of investment contributed to the demise of shopping centers.<\/p>\n

\u201cExisting malls that are in decent metropolitan areas or near an urban population are trying to redevelop or recreate themselves,\u201d Wimer said. \u201cOK, there\u2019s some shopping, but there\u2019s dining, there\u2019s entertainment, there\u2019s condos, apartments. There\u2019s office space.<\/p>\n

\u201cInstead of a retail mecca, it\u2019s becoming a mixed-use development,\u201d he added.<\/p>\n

The evolution of shopping malls fits with what experts say is younger people\u2019s craving for socializing. About 58% of shoppers ages 18-34 often or sometimes patronize malls, compared with 48% for ages 35-54 and 38% for those 55 and older, according to research by Ipsos, a market research and public opinion polling firm.<\/p>\n

Younger shoppers emphasized socialization, convenience and physical interaction when talking about in-store experiences, Ipsos reported.<\/p>\n

Nearly almost 50% of total Gen Z spending on general merchandise is done in stores, a 2025 report by Deloitte said. \u201cWith Gen Z\u2019s spending power projected to reach $12 trillion by 2030, retailers should consider evolving to meet their expectations,\u201d Deloitte advised.<\/p>\n

\u201cThe thing with Gen Z is that they enjoy it. It\u2019s the social experience,\u201d Wimer said of shopping malls. \u201cWe talk about digital and how isolated people are becoming, but there\u2019s a social dimension to shopping because you go with your friends or you go with your mom.\u201d<\/p>\n

And it\u2019s instant gratification if people find what they want at the store, Wimer said.<\/p>\n

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\u2018Great way to kind of unplug\u2019<\/h4>\n

Mattea Drake, 19, a University of Colorado-Boulder student, likes not having to wait for a purchase to arrive.<\/p>\n

\u201cEspecially if you\u2019re crunched on time or you see something, you\u2019re just like, \u2018Wait, I need it now. I can\u2019t wait,\u2019 \u201d Drake said. \u201cThat\u2019s a really fun aspect about the mall. It\u2019s so accessible. You can just go in, grab it, super, super easy.\u201d<\/p>\n

Drake, who grew up in the Erie area, often visits Flatiron Crossing, which is a short drive from Boulder. She said going to the mall is \u201ca great way to kind of unplug and hang out with my friends.\u201d She likes touching the fabrics and trying on the clothes.<\/p>\n

\u201cI find things in the store that I never would have searched for online,\u201d Drake said. \u201cFinding my new\u00a0 favorite outfit is way more fun than scrolling on my phone, like I do on a day-to-day basis.\u201d<\/p>\n

Going to the shopping mall is almost a fresh concept for younger shoppers, said\u00a0Meghan Kaltenstein, vice president of leasing at Flatiron.<\/p>\n

\u201cThey grew up in the digital era,\u201d Kaltenstein said. \u201cWe grew up in the mall, and then we kind of got over it. We were excited about online. Now, it\u2019s full cycle back to that.\u201d<\/p>\n

In what Wimer called \u201cclick to brick,\u201d retailers that started online have also ventured into physical spaces. The eyewear company Warby Parker started online in 2010 and three years later, started opening stores.<\/p>\n

\u201cWhat these digital-only players realized is that it is very useful from a marketing perspective to actually have physical locations,\u201d Wimer said.<\/p>\n

And brands that have been longtime staples in malls realize what younger shoppers, spurred on by the internet, can do for their business.<\/p>\n

\u201cAbercrombie & Fitch is a good example of a legacy brand that\u2019s really targeted Gen Z and turned their brand around,\u201d Taggart said.<\/p>\n

Coach has benefitted from focusing on \u201cthat core kind of Gen Z customer,\u201d \u00a0Kaltenstein said.<\/p>\n

The Coach store at Flatiron Crossing illustrates the melding of a more established, beloved brand with a generation that enjoys shopping in real life and online. Coach, known for its upscale women\u2019s handbags, has the younger customers in mind\u00a0 when it comes to certain products and its service, said Sharleen Blanco, the assistant store manager.<\/p>\n

And the Gen Z clientele has its own way of shopping, Blanco said.<\/p>\n

\u201cThey see styles online and then they come in based off of that,\u201d she said. \u201cRight now, our top seller is the Brooklyn bag. A huge portion of that is due to TikTok. That\u2019s what the Gen Z-ers are buying right now.\u201d<\/p>\n

Coach is using colors and materials reminiscent of Y2K, the year 2000, because younger customers \u201care very much into that right now,\u201d Blanco said.<\/p>\n

Weber said retailers have hosted in-store events and meet-and-greets that connect with younger audiences.<\/p>\n

\u201cGen Z shoppers aren\u2019t just coming to purchase a single item. Many are looking for a broader experience that combines shopping, dining and time with friends,\u201d Weber said.<\/p>\n

Flatiron Crossing, which opened in 2000, has more new stores coming that are popular with Gen Z shoppers. One is the clothing store Garage. There are more than 175 shops and restaurants in the mall.<\/p>\n

Seeing a new generation of shoppers and the transformation of the 25-acre area around the mall is exciting for Taggart and Kaltenstein. HiFi at Flatiron Crossing is expected to open in phases starting in early 2027.<\/p>\n

The project\u2019s cost is anticipated to be between\u00a0$240 million and $260 million.<\/p>\n

Park Meadows, owned and operated by real estate company GGP, has about 185 stores and restaurants. Weber said Park Meadows pays attention to trends to curate a tenant mix that customers want.<\/p>\n

\u201cWe have a pipeline of retailer interest that we believe would appeal to Gen Z shoppers. While we can\u2019t discuss specifics at this time, we\u2019re encouraged by the level of interest we\u2019re seeing,\u201d Weber said.<\/p>\n

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Younger shoppers who grew up with the internet and smart phones are seeking in-person social experiences at shopping centers.<\/p>\n","protected":false},"author":1,"featured_media":1983,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,4,41],"tags":[],"class_list":["post-1984","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-news","category-retail"],"yoast_head":"\nGen Z shoppers are energizing malls as they stroll and scroll - Colorado Springs Moverss<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/coloradospringsmoverss.com\/?p=1984\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gen Z shoppers are energizing malls as they stroll and scroll - 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