Reports

How Malls Can Win in 2026

Dive into the latest traffic data to see how indoor malls, open-air centers, and outlets are performing this year—and the factors shaping success across formats.

Key Takeaways:

  • Mall traffic is proving resilient across formats. Indoor malls and open-air centers have posted consistent YoY visit growth, while outlet declines have been modest. Early 2026 data shows renewed momentum.
  • Performance is increasingly defined by the convenience-experience divide. Consumers are gravitating toward trips with a clear purpose — favoring either quick efficiency or immersive experiences.
  • Indoor malls are strengthening their role as experiential “third places.” Rising dwell times and strong engagement from younger consumers position them as leading destinations for longer visits.
  • Open-air centers are winning the weekly routine. They dominate short, weekday visits and hold strong appeal among affluent families.
  • Outlet malls are at a crossroads. They face a strategic choice between deepening local relevance and reinvesting in destination appeal.
  • Strategic clarity will determine the winners. Malls that intentionally optimize for convenience, experience, or both will thrive in 2026.