Shopping malls are seeing a resurgence due to Gen Z shoppers who prefer in-person and social outlets over online shopping conveniences. Mall traffic traffic has increased by 4.6% in January and February from the previous year, according to Placerai. Mall-based retailers are using social media to connect directly with Gen Z audiences, both physically in-stores and digitally. Gen Z is expected to spend $12 trillion by 2030. Shoppers aged 18 and 24 bought 62% of their total general merchandise purchases in stores last year. The West Coast saw a 57% increase in foot traffic year over year, with California being the top state with a 62% gain in foot usage. Retailers are using this opportunity to create social community features at their stores.