According to a new survey by UCE RESEARCH and Hybrid Europe, 36.4% of Poles believe that there are currently too many shopping malls and retail centers in the country. This view is particularly common among people aged 45–54, those earning over PLN 9,000 net per month, and residents of larger cities with populations between 200,000 and 499,000.
In contrast, 46.1% of respondents say there are not enough of these facilities—an opinion most frequently held by young adults aged 18–24, individuals who chose not to disclose their income level, and residents of medium-sized cities with populations between 100,000 and 199,000.
Regardless of employment status, most social groups do not perceive an oversaturation of shopping malls. This sentiment is especially strong among students and schoolchildren, for whom these venues may also serve as potential workplaces.
Who Thinks There Are Too Many?
The perception that there are too many malls is shared most widely among:
- 44.8% of those aged 45–54
- 50% of people earning over PLN 9,000 net
- 48.3% of residents in cities with 200,000–499,000 inhabitants
“Mature consumers with stable finances are more likely to shop online and often find visiting malls too time-consuming. Many of them recall the rapid expansion of shopping centers in Poland and now view their prevalence through the lens of personal shopping habits. Larger cities feel this saturation most acutely,” says Adam Iwiński, co-author of the study and CEO of Hybrid Europe.
Who Thinks There Aren’t Enough?
On the other side of the spectrum, 46.1% believe Poland still needs more malls, particularly:
- 59.8% of respondents aged 18–24
- 53.8% of those who didn’t disclose their income
- 57.5% of residents in cities with 100,000–199,000 inhabitants
“For younger consumers, malls are more than just shopping destinations—they’re also social and entertainment hubs. Many young shoppers visit malls to shop, eat, see movies, or use coworking spaces. Especially in mid-sized cities, malls are essential infrastructure that provide convenience and access to a broad range of services,” Iwiński adds.
Michał Rosiak, head of analytics solutions for retail at Hybrid Europe, adds that those avoiding income disclosure may be students or individuals at the start of their careers.
“For them, malls remain one of the few accessible ways to spend time outside the home. Despite the rise of e-commerce, this data confirms that physical shopping centers still play a crucial role for younger generations,” says Rosiak.
Urban-Rural Divide: Mall Perception Depends on City Size
The survey categorized respondents into seven groups based on city size. In only two groups—cities with 200,000–499,000 and 500,000+ residents—did the majority say there are too many malls.
“These areas already have the highest mall density, making it difficult to justify new projects. In contrast, residents of smaller cities still see malls as a vital part of their retail landscape,” explains Iwiński. “In the future, we may see the emergence of smaller, mixed-use centers tailored to local needs rather than massive complexes.”
By Employment Status: Students Say “More,” Pensioners Say “Enough”
Respondents were divided into eight categories based on employment. In six out of eight, more people disagreed with the statement that Poland has too many malls. The biggest opposition came from:
- Students and pupils: 73.1% say no, only 19.6% say yes
- Pensioners are the only group where a majority (54.3%) believe there are too many malls
People on maternity/paternity or parental leave are evenly split: 40% agree, 40% disagree.
“For students, malls serve many functions: shopping, socializing, entertainment, and employment. Pensioners may find them less appealing due to affordability concerns. For parents, malls are convenient but can be overstimulating. Our findings show that attitudes toward malls depend heavily on city size, lifestyle, and daily routines,” Rosiak concludes.
Methodology
The survey was conducted using the CAWI method (Computer Assisted Web Interviewing) by UCE RESEARCH and Hybrid Europe, with a sample of 1,008 Polish adults aged 18–80.
Source:
CEO.com.pl – For Young Poles, Shopping Malls Still Matter—Especially in Small and Medium Cities
