GEN Z TO THE RESCUE? HOW MALLS ARE WINNING OVER A GENERATION OF IN-PERSON SHOPPERS

Summary from the TLDR Marketing newsletter

Gen Z shops in stores as much as baby boomers. 63% are planning to make holiday purchases at physical locations versus 50% online. They value instant gratification, social interaction, and hands-on experiences, driving malls to add features like pop-up events and interactive art. Retailers like Bath & Body Works and Princess Polly are adapting with in-store attractions targeting Gen Z's preferences. With $150 billion in spending power, Gen Z blends online browsing with in-store purchases, favoring discounters, thrift stores, and experiential shopping.