Published May 16, 2026, 7:00 a.m. EDT
Gen Z shoppers made 62% of general merchandise purchases in brick-and-mortar stores last year, outpacing older consumers. Gen Z shoppers help fuel new chapter for U.S. malls as young consumers are increasingly favoring in-person shopping experiences rather than just filling shopping carts online. Their spending habits are becoming a major concern for retailers and shopping center operators seeking to adapt to changing consumer behavior.
FOX Business’ Madison Alworth joined FOX Business’ Stuart Varney on “Varney & Co.” to report on how malls are rethinking spaces and adding new experiences aimed at young shoppers, from social media-friendly changing rooms to activities such as indoor climbing walls.
Shoppers at a shopping center in Glendale, California, United States (Kyle Grillot/Bloomberg/Getty Images)
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According to data firm NielsenIQ, retail spending by Generation Z is expected to exceed $12 trillion globally by 2030, with growth outpacing all other generations. Circana data also revealed that shoppers aged 18-24 achieved 62% of their general merchandise purchases in physical stores last year, compared to 52% among consumers aged 25 and over.
These trends occur as broader retail spending has remained resilient despite continued economic uncertainty. U.S. retail sales rose 0.5% in April from the previous month and 4.9% from a year ago, according to Commerce Department data released Thursday, showing consumers continue to spend even as rising interest rates continue to put pressure on household budgets.
Cory Scott, executive vice president of asset management at Macerich, said younger buyers are on the rise prioritize experiences alongside purchases.
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“They almost value experiences more than material things, so it’s as much about the travel as it is the shopping and the things they take home,” Scott said.
Some Gen Z shoppers told FOX Business that malls provide a social connection that online shopping can’t completely replace.
One shopper said, “We grew up during quarantine…Going out and spending time with people was a really important thing that we didn’t enjoy during this time…As we get older we realize we have to do these things and it’s kind of fun.”
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