Expert Explains How Malls Are Evolving Beyond Traditional Retail

University of St. Thomas professor Mike Porter discusses the future of shopping malls amid changing consumer behavior and the rise of e-commerce.

Published on Feb. 22, 2026

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Mike Porter, a marketing professor at the University of St. Thomas, discussed the challenges and reinvention of American shopping malls in an interview with KCBS Radio. Porter explained that while e-commerce has significantly reshaped consumer habits, malls that focus on experience, community integration, and mixed-use development are more likely to thrive. He noted that successful malls are redefining their purpose beyond traditional retail to remain relevant in a digital age, incorporating elements like residential spaces, fitness centers, restaurants, and medical services.

Why it matters

As e-commerce continues to disrupt the retail landscape, understanding how shopping malls are adapting is crucial for communities, developers, and businesses. Porter's insights shed light on the evolving role of malls and how they can remain viable destinations in the face of changing consumer preferences.

The details

Porter explained that historically, malls were successful due to popular anchor stores that drew in customers, who would then visit the smaller satellite stores. However, this model has evolved, with malls now focusing on creating experiential destinations that go beyond traditional retail. Malls like the Mall of America have incorporated amusement parks, aquariums, and other attractions to become full-day experiences. Porter noted that while tourism is important, malls must also connect with the local community and cater to regular, local customers.

  • The first enclosed mall in the United States, Southdale in Edina, Minnesota, opened in the 1950s.
  • Malls like the Mall of America, which include a variety of attractions beyond just retail, emerged in the decades that followed.

The players

Mike Porter

A professor of marketing at the University of St. Thomas Opus College of Business who discussed the challenges and reinvention of American shopping malls.

Southdale

The first enclosed mall in the United States, located in Edina, Minnesota.

Mall of America

A large mall in Minnesota that includes an amusement park, aquarium, and other attractions beyond traditional retail.

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What they’re saying

“Historically, I think you're right. I'm coming to you from Minnesota, which is home to the first enclosed mall in the United States, Southdale in Edina. Through the '60s, '70s, '80s, and even into the '90s, the anchors were the magnet that pulled together the combination of smaller stores and made it a destination within regions of a metro area.”

— Mike Porter, Professor of Marketing (KCBS Radio)

“What we see here is that people go out for an expedition. They're going to get food and shop at their favorite stores. I don't think they're necessarily going to mid-sized strip malls to hang out like in the '80s and '90s. They're going to specific food vendors or higher-end brands they find concentrated in certain malls. Or they're going to outlet malls, where the purpose is to shop for deals on fashion items they might see online but believe they can get at a better price in person. The purpose for going is different.”

— Mike Porter, Professor of Marketing (KCBS Radio)

The takeaway

As e-commerce continues to disrupt traditional retail, shopping malls must evolve beyond their historical anchor-store model to remain relevant. Successful malls are now focusing on creating experiential destinations that integrate a mix of uses, from dining and entertainment to residential and medical services, to attract and retain customers in the digital age.