During this year’s summer sales period, the number of customers visiting shopping malls and retail centers fell by 3.9% compared to the same period in 2024. Year-on-year, the total number of visits dropped by 1.4%, while the average time spent in such facilities decreased by 5.2%. These figures come from a recently published industry report. Experts note that while the decline is noticeable, it is not alarming—shopping centers still hold their place in the retail landscape. They add that the data also reflects broader shifts in consumer behavior.
Between June 26 and August 31, 2025, shopping malls and retail centers recorded a 3.9% drop in customer numbers and a 1.4% fall in visits year-on-year. The average time spent in these facilities also decreased by 5.2%. At the same time, visit frequency rose by 2.6%. These findings are based on an analysis by tech firm Proxi.cloud and Blix Group, covering the behavior of nearly 1.5 million consumers across 714 shopping centers.
“The year-on-year decrease in both visits and customer numbers is small—less than 4%—and should not be a cause for concern for retail centers or the wider industry. Such minor shifts can often be explained by random seasonal factors. Summer holidays increase consumer mobility, which likely reduced visits to shopping malls,” said Mateusz Nowak of Proxi.cloud.
Mateusz Chołuj of the same company highlighted that footfall fell only slightly, proving that brick-and-mortar shopping remains an important part of the consumer journey. The key finding, he said, is that shoppers are using malls differently: they visit more often, but stay for shorter periods.
“Consumers are changing the way they use these spaces, but it’s not a worrying trend. The 2.6% increase in visit frequency shows that Poles still regularly go to malls and shopping centers, but they do so with specific goals in mind—whether picking up online orders, making quick purchases, or grabbing a short meal,” added Marcin Lenkiewicz of Blix Group.
Shifting Consumer Behavior
The report suggests a broader decline in interest in summer sales across retail sectors, compounded by seasonal travel and tourism patterns. Weather may also have played a role—summer 2025 was cooler and rainier than expected, reducing demand for summer clothing and accessories.
“Poles are also approaching shopping centers more selectively, visiting only when they have a clear purpose rather than for leisure or strolling. This makes visits shorter, less spontaneous, but more frequent,” noted Dr. Krzysztof Łuczak of Blix Group.
Industry expert Dr. Maria Andrzej Faliński pointed to the growth of discount chains such as Action, KiK, and Pepco, which meet consumer needs at attractive price points. He stressed that the holiday season naturally reduces demand for many products, with sales expected to rebound during the Christmas season.
Small and Large Centers Lead, Mid-Sized Struggle
During summer sales, small malls (5,000–20,000 sq m) accounted for the largest share of traffic at 24.9% (24.8% in 2024). The largest malls (over 60,000 sq m) followed with 23.9% (24.3% in 2024). Large malls (40,000–60,000 sq m) saw the sharpest decline, dropping to 11.8% from 12.4%.
“Consumers increasingly choose either the smallest or the largest facilities. Smaller centers win with accessibility and convenience, often located near residential areas, while the biggest attract visitors with their wide brand selection and leisure offerings. Mid-sized malls lack a clear advantage, making it harder for them to compete,” said Chołuj.
Regional Differences
The decline in customer numbers year-on-year was recorded in all Polish provinces, with the sharpest drops in Kuyavian-Pomeranian (–6.4%) and Świętokrzyskie (–6.3%), and the smallest in Łódź (–2.4%). Visit numbers fell in 10 provinces but rose in six, with Świętokrzyskie seeing the largest fall (–7.6%) and Pomerania the biggest rise (+2.7%).
“Regional differences show that shopping behavior depends not only on the appeal of sales but also on local factors such as purchasing power and access to alternative retail formats. Stronger declines in provinces with lower consumer wealth and weaker retail offerings contrast with increases in tourist regions like Pomerania and Warmia-Masuria,” explained Chołuj.
Dr. Faliński concluded that while malls still offer superior shopping experiences, higher operating costs often translate into higher prices. “Consumers are less willing to overspend, even with rising wages. This shift is something shopping centers are also feeling,” he said.
Source: CEO.com.pl
