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In the early days of COVID-19, US adults were not willing to travel as far for a shopping mall as they were pre-pandemic. According to an August 2021 survey conducted by analytics provider Placer.ai, shoppers traveled 8.75% less in June 2020 than in June 2019. However, the distance a shopper was willing to travel in 2021 was nearly even (-0.6%) to that of 2019.
Foot traffic at outdoor malls increased 2.1% from July 2019 to July 2021, which further suggests recent growth in the physical retail space. In addition to malls, other major shopping hubs appear to be rebounding. New York City's Fifth Avenue shopping district, for example, regained 92% of its 2019 foot traffic this year, per Orbital Insight.
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While there are many unknowns due to the delta variant, eMarketer principal analyst for retail and ecommerce at Insider Intelligence Andrew Lipsman suggests the fall season could provide malls with an additional boost, as shoppers upgrade their wardrobes as they go back to work and school.
Malls and other physical retail spaces have started to recover from the losses they experienced due to lockdowns and health concerns amid the pandemic. As the delta variant looms, marketers will have to monitor foot traffic trends closely, as they could dictate retailers' bottom lines.
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