What: Mall of America launches on-site game show in order to generate curiosity and traffic.

Why it is important: Less retail, more experience and dining options seem to be the future of malls in the US.

Mall of America, recognizing the enduring appeal of physical retail experiences alongside eCommerce's convenience, is set to introduce an on-site game-show-style amusement center, Great Big Game Show. This new attraction, featuring televised game formats with live hosts and interactive elements, aims to draw visitors to its location by enhancing the in-mall experience. As highlighted by a PYMNTS Intelligence report, traditional malls face challenges from eCommerce, with 42% of retail subscribers visiting stores less frequently. However, by integrating experiential offerings like themed dining, events, and social activities, malls can increase visitor duration and spending.

Such experiences not only increase foot traffic but also strengthen community ties, particularly appealing to Gen Z consumers—60% of whom visit malls for socialization, according to the International Council of Shopping Centers. Despite broader spending cautiousness, data suggests consumers continue to invest in memorable experiences, with companies like Groupon and Vivid Seats reporting robust performance in their experiential segments. This trend underscores a sustained preference among a significant majority of U.S. consumers for engaging with physical stores, with 44% preferring to shop in-store without digital interactions, further emphasizing the continued relevance of brick-and-mortar retail.

US malls push unique experiences to create traffic