What’s in Store? Gen Zers

As the first digitally native generation, Gen Z (the generation born after 1997) is the most tech-savvy group of consumers to ever walk a mall. In honor of the first annual National Mall Walking Day on Oct. 8, we asked 20,000 American consumers about their mall shopping habits. The results surprised us, and they may surprise you, too.

We found that 90 percent of consumers across generations visit malls, with 60 percent visiting monthly and nearly 20 percent visiting a mall weekly. Believe it or not, Gen Z is leading this mall-walking pack.

When we think of Gen Z, we often assume their preference for digital shopping is greater than brick-and-mortar. However, our data suggest that these young consumers are actually the ones headed to the mall most frequently, with 39 percent of Gen Zers visiting malls monthly, compared to 32 percent of baby boomers. The opportunity to take a break from social media and enjoy “IRL” experiences is what they’re after, with nearly 44 percent visiting more than five stores per mall visit.

This discovery doesn't take away from the fact that Gen Zers are still relying on their phones when shopping in-store. Retailers can capitalize on that trend through a variety of modern mobile tactics, including BOPIS (buy online, pick up in-store) and push notifications for deals and new releases, encouraging in-store shopper engagement that today’s young consumers need.

Our data also found that 52 percent of consumers are looking for experiences when shopping. Implementing timely pop-ups, installations or even just lounge areas can motivate shoppers of all generations to visit the mall more frequently. Nowhere does this experience shine brighter than at the Mall of America, the 4.6 million square foot behemoth located in Bloomington, MN. Obviously not all shopping centers can house an amusement park and one of the largest mirror mazes in the world, but following in MoA’s footsteps by enhancing trips to the mall with a focus on exciting experiences is a great start for drawing mall visitors of all ages.

As consumers reliance on modern technology persists, malls and retailers have the opportunity to evolve in a parallel line. With more mobile-friendly and Instagram-worthy shopping experiences, the world’s youngest consumers will continue to opt for storefronts and use their newfound spending power right at the counter.

Dave Fisch is the general manager of Shopkick, a Trax company, and a leading shopping rewards app, bringing moments of joy to everyday shopping — both online and offline.