Why malls endure: social pull and experience draw shoppers back

On a recent afternoon, a group of teen girls sat huddled over empty trays at a table in the Pacific Centre food court. The four friends, who had travelled to the downtown Vancouver shopping centre from South Surrey, were gossiping and laughing as they plotted what they would buy next. For Claire Canaban, shopping was what drew her and her friends downtown to the mall. Katie Hunter said she likes shopping in-person because she can see the clothes and try them on.

Their presence reflects a broader trend: despite the convenience of online retail, physical shopping centres continue to attract visitors. A Retail Council of Canada poll found that 99% of Canadian parents plan to shop in-store for back-to-school essentials this year. A KPMG report also found that six in 10 Canadians still primarily shop in physical stores.

Retail expert Craig Patterson, founder of Retail Insider, said people still like to go out and shop in physical spaces. "There's something about the experience," he said, noting that malls offer more than just transactions.

The role of social infrastructure

Sociologist Seth Abrutyn of the University of British Columbia frames the mall's appeal in broader social terms. He said malls and other public civic spaces serve as social infrastructure that helps people battle isolation. "Malls are places where people can connect, even if they're not buying anything," he said.

This idea resonates with shoppers like Mollie Magee of West Vancouver, who observed that "people are lonely and go to the mall to spend money because they lack other things." Patterson similarly noted that some shopping centres in multicultural areas are becoming de facto community centres, offering a place for diverse communities to gather.

Expanding physical retail

Developers are betting on that continued appeal. The recently reopened Oakridge Park in Vancouver features 650,000 square feet of retail space, up from the original Oakridge Centre's approximately 600,000 square feet, according to property management firm QuadReal. Patterson said high-end stores at Oakridge Park could draw local, national, and international customers.

Meanwhile, the McArthurGlen Vancouver designer outlet near YVR opened in 2015 with 240,000 square feet of retail. It currently measures around 340,000 square feet and plans to reach 390,000 square feet with the future opening of its third phase.

Patterson identified CF Pacific Centre, Richmond Centre, Guildford Town Centre, Park Royal, and Metropolis at Metrotown as among Metro Vancouver's top-performing malls per square foot. He also remarked on Oakridge's high-end focus, suggesting it could attract a wealthy clientele.

Challenges ahead

Despite the optimism, Patterson pointed to potential headwinds. He said the reduction in the number of international students in B.C. could mean fewer luxury-tier visitors to Vancouver's shopping centres, potentially affecting high-end retailers.

The enduring appeal of malls appears to stem from a combination of experience, social connection, and convenience. As Abrutyn put it, these spaces fill a human need that online shopping cannot replicate.