Consumers choose traditional shopping primarily because they want to see products in person, according to six in ten respondents. They also opt for physical stores when they want to check product quality, need to buy something quickly or have limited trust in online shopping. These are among the findings of CBRE’s report New Consumer, New Shopping Centres. Shopping centres are visited most often by Generation Z, with three quarters of this group going to malls at least twice a month.
Traditional shopping continues to retain its advantages despite the growth of e-commerce. The main reason consumers choose shopping centres is the desire to see a product in person, cited by 60% of respondents. Nearly as many, 56%, visit malls because they want to try items on or verify their quality. Time also plays an important role: for 36% of consumers, the ability to buy a product immediately and take it home is a key factor. Almost one in four respondents, 23%, say they simply enjoy the atmosphere of visiting stores. Interestingly, only 8% say their decision is driven by a lack of trust in e-commerce.
“The survey results show that the omnichannel model has now become the standard. Consumers move freely between online and offline shopping, choosing the channel that best matches a specific need. E-commerce wins mainly on price and convenience, allowing customers to compare offers quickly and shop comfortably without leaving home. Physical retail, on the other hand, remains irreplaceable wherever the ability to see, touch or try on a product, as well as its immediate availability, matters. Offline wins on the shopping experience, while online wins on efficiency and convenience. The two channels increasingly overlap, especially for Generation Z consumers, who, despite living in a digital world, visit shopping centres most frequently,” says Anna Wysocka, Head of Retail at CBRE.
Women and men in shopping centres
Although the general motivations of male and female consumers for visiting shopping centres are similar, there are clear differences in some areas. Women take a more practical approach to traditional shopping. Some 59% of women choose physical stores because they want to try products on or personally check the quality of the assortment, compared with 52% of men. Women are also slightly more likely to need quick access to a product, at 38% compared with 34% among men.
For men, the atmosphere of shopping is more important than it is for women. One in four male respondents pointed to this factor, compared with one in five women. Interestingly, the surveyed group of men showed an almost twice as high level of scepticism towards e-commerce as women. A lack of trust in online shopping was indicated as a reason for visiting a shopping centre by 11% of men and only 6% of women.
“Women and men have different expectations of shopping centres. For men, food and beverage options, entertainment and the shopping atmosphere itself are more important. Women value the ability to try products on, assess their quality and shop in comfortable conditions. They also appreciate the possibility of returning online orders in shopping centres more than men do,” adds Anna Wysocka of CBRE.
Methodology
The survey was conducted on the Ariadna panel among a nationwide sample of respondents who visit shopping centres, with N=2,190 participants. The survey was carried out between 27 February and 4 March 2026 using the CAWI method.
Source: CEO.com.pl.
