The Ironic yet Unsurprising Revival of In-Store Shopping

April 23, 2026

By: Pia Cho

Courtesy of Anna Dziubinska via Unsplash

The National Vanishing Effect of In-Person Retailers

Try to visualize the shopping mall you grew up visiting, that loomingly industrial yet familiar building. What is the first thing that comes to mind? Was it the time you window shopped for hours and still left empty-handed, maybe the pretzel you shared with your friend in between stores, or perhaps the cannon event of searching for your first prom dress with your mom? Whatever it may be, now ask yourself, what about this mall makes it so memorable? What kept you returning? What did you look forward to when going there? Like many of you, I remember my neighborhood mall as a social hub, one that provided a space for endless hangouts, catch-ups, and get-togethers throughout my middle school and high school years. The immense nostalgia I carry for this mall is a result of its ability to create memorable experiences beyond its traditional retail function. 

However, last year I was crushed to find out that my neighborhood mall would be closing in 2030. I was even more shocked to discover that the closure of this mall was one of many, simply a drop in the bucket, amongst the growing number of closures of such retail giants within the United States. From 2017 to 2022, the number of malls in the US declined by 3.08% per year, with resounding projections that up to 87% of large shopping malls would close over the following 10 years, leaving only 900 malls still in operation by as early as 2028.

While this news was certainly a shock at first, I soon realized that it unsurprisingly fit into the growing digital narrative of today’s world. The world’s reliance on digital tools in recent years has underscored a shift towards preference for immediacy and convenience over experience, which is reflected in the in-person shopping landscape. From major retailers such as malls to microenterprises such as brick-and-mortar stores, retail has been facing declining profit margins and struggling to keep up with the costs of maintaining physical storefronts as a result of this demand shock.

While digital retail was certainly on the rise before 2020, the COVID-19 pandemic served as a catalyst for the rapid adoption and lasting overwhelming usage of online alternatives in place of in-person shopping. In Q3 of 2020, e-commerce sales in the US were up 37.1% YoY, with almost $1 out of every $5 spent coming from online sales. Shutdown policies disrupted the natural seeking of in-person experiences, consequently proliferating the use of social media platforms as a means of not only social interaction but also convenient channels for online shopping through the rise of TikTok and Instagram shops. 

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A Return to the Roots – an Unsurprisingly Surprising Revival of In-Person Shopping

However, despite the incessant surge of technological advancements in today’s world, recent studies show that customers may be returning to their roots, placing social interaction as a primary factor in an enhanced, holistic shopping experience. A recent survey by MG2 Advisory found that 73% of Gen Alpha prefer brick-and-mortar shopping to online shopping. But why would the generation notorious for their “chronic online presence” and accused of “laziness” and “brain rot” tendencies prefer an in-store shopping experience to the ultramodern digital assistance tools at their fingertips? The answer is simple – kids value socially enriching experiences, which have long been facilitated by in-person atmospheres such as shopping malls and physical stores.

In light of this revelatory data, many companies that target a younger audience (namely Generations Z and Alpha) have begun integrating unique, engaging attributes and experiences available at their stores. Many companies have calculated that this surge in demand from younger generations specifically stems from a search for safe gathering spaces away from the eyes of parents and supervised school-based settings. Researchers suggest that such in-person storefronts provide a third-party space for children to socialize organically. 

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The Experiential Incentive Effect: Hollister

Hollister has proven itself to be a successful example of such spaces, serving as a pioneer in the practice of theoretical dualistic in-store experiences – combining practical shopping with impetus for social engagement. Joana Ewing, SVP of creative marketing at Hollister, has organized the novel concept of concerts featuring popular music artists to supplement the in-store shopping experience.

In their most recent campaign, Hollister released a music video in partnership with pop artist Gigi Perez to promote their “Time of Your Life” campaign, centered around recognizing 2026 graduates. However, this was not just any release; the video asset was broadcast in Hollister stores around the country. To complement the concert-like experience, Hollister arranged adjacent booths where customers could take photos, make keychains, and create other campaign-related memorabilia. 

In an interview following the launch of the campaign, Ewing described Hollister as “an unapologetic mall brand in the best way possible”, affirming that “[they] know how valuable the tangible is to [their] customer, be that going to the mall with people and connecting, or [forming] these memories that [they] touch on throughout the aesthetic of the campaign.” In prior marketing efforts, Hollister demonstrated a drive to build a memorable in-store experience based on these values by adding comfortable furniture, intimate lighting, even phone-charging stations, and bag hangers. 

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Younger Generations are not the Only Actors Driving Demand for Unique In-Store Experiences 

Companies targeting younger generations may have been agents in the modern enhancement of in-person shopping experiences, but they are far from the only actors who recognize the value of this movement. Retailers focused on acquiring different customer demographics, such as luxury and upscale clothing brands, have adopted similar augmentation methods for their in-store experience. 

Introduced in 2014, Ralph Lauren’s Ralph’s Coffee, an in-store coffee shop serving traditional beverages while simultaneously providing an on-brand atmosphere featuring classy dishware, intricate latte art, and retro upscale diner vibes, captivated the market of leisurely luxury shoppers. Not only did this innovation serve as a strategic brand lifestyle extension, but in customers’ eyes, it brought the store to life by providing a comfortable space for sit-down conversation in the midst of one’s shopping experience. 

Due to its iconic reputation and proven success, the concept of branded cafes has been bandwagoned by many companies in similar markets to accommodate the growing demand for a memorable in-person store experience. Retailers such as Uniqlo and Coach have come out with Uniqlo Coffee and the Coach Cafe respectively, which they claim to be an effort aimed at increasing foot traffic, providing compelling experiential elements, and driving sales amongst inspired customers. 

Sitting down to a cup of coffee in the middle of a retail store is an inherently foreign concept. However, the eccentricity of such activities seems to be an enticing factor for consumers, who we’ve learned are constantly searching for a unique in-person experience. 

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A Meaningful Nuance: How Does Growing Digitization Shape Consumer Demand?

Through both examples, we can clearly see that enticing, experiential aspects of a physical storefront enhance consumer experience, drive loyalty, and can revive the near-extinct practice of in-person shopping.

However, an important caveat to note is the unclear driver of this movement. Who is creating demand for whom? Are consumers already wanting to return to in-person shopping, or are retailers creating that demand through new strategies? While historical data may suggest that consumers have naturally found an incentive to visit stores in person for social reasons, such as third-party spaces as discussed above, world-altering events and disruptive technologies have proven to be capable of reshaping even fundamental human preferences and norms.

To explore this dynamic and potentially arrive at an objective conclusion, we would need to take into account an amalgamation of behavioral psychology, principles of the experience economy, and additional case studies. An answer to this nuanced question, however, would aid in navigating not only trends within the retail shopping landscape but also in understanding the volatile demand for in-person experience in the face of growing digitization, a crucial epiphany for customer-facing enterprises.