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Shopping malls across the U.S. experienced a significant surge in foot traffic this November, a strong start to the holiday shopping season, and a potential revival for brick-and-mortar retail. According to Placer.ai, indoor malls, open-air shopping centers, and outlet malls saw year-over-year (YoY) visit increases of 6.4%, 4.8%, and 3.8%, respectively.
Thorvardur de Shong
The momentum started before Black Friday, with malls reporting increased visits during the week before the big shopping event. Foot traffic rose notably compared to the same pre-Black Friday period last year. This uptick suggests that early holiday promotions successfully enticed shoppers, possibly reflecting greater consumer confidence and a willingness to spend ahead of the traditional Black Friday rush.
Despite strong pre-Black Friday activity, the real boost came during Black Friday weekend. Foot traffic soared, with open-air shopping centers seeing a 6.0% increase compared to last year's Black Friday weekend. Remarkably, visits to indoor malls and open-air shopping centers even exceeded pre-pandemic levels, marking a significant comeback for in-person retail.
The robust November performance highlights a notable consumer trend: the enduring appeal of experiential shopping. Despite the convenience of online shopping, many consumers still crave the sensory experience of visiting malls, browsing products in person, and enjoying holiday-themed entertainment and dining.
Retail analysts believe this shift could be crucial for the fashion and lifestyle sectors, where tactile experiences often drive purchase decisions. As December's critical shopping weeks unfold, retailers are watching closely to see if November's positive momentum continues.
