Can New Jersey's Vibrant Small Businesses Revive Ghost Malls?

A New Dawn for New Jersey’s Ghost Malls

New Jersey's once-bustling malls, often labeled as 'ghost malls', are at a crossroads. With retail giants like Sears and Lord & Taylor fading into history, a new wave of vibrant small businesses is stepping in to breathe life back into these spaces. These innovative enterprises are not just selling products; they're transforming shopping centers into community hubs.

Revitalizing Spaces, One Small Business at a Time

Take Curate Noir in Moorestown Mall, for example. In 2021, Nika and Alban Corbett launched this unique gift shop that exclusively features products from Black and Brown-owned businesses. Amidst the eerie silence of a largely vacant mall, their vibrant storefront stands as a beacon of hope. The Corbetts recognize the power of community connection, aiming to shift the narrative from online shopping back to in-person experiences, enriching the local economy.

The transformation is not limited to individual business stories. As highlighted by Lisa Wolstromer, marketing director at PREIT, small businesses play a critical role in ensuring that malls remain active spaces for the community. Their presence fosters a sense of belonging and provides a platform for local entrepreneurship.

Thriving Amid Adversity: The Shift to Experience-Based Shopping

The 'retail apocalypse' has prompted a significant change in shopping habits. The recent shift towards experiential retail illustrates this transformation. Moorestown Mall is repositioning itself with plans for an entertainment facility featuring experiences such as rooftop dining and arcade gaming, catering to a new demographic craving social interaction over shopping alone. This model reflects a broader trend as malls across the country adapt by incorporating entertainment, dining, and even residential elements.

Future Trends: A Community-Driven Approach

As New Jersey's malls embrace their new identities, the community-driven approach offers a roadmap for success. By showcasing niche products, hosting local events, and creating appealing experiences, these small businesses can attract consumers back into shopping centers, which some experts say are evolving into multi-use environments. This movement may even see other malls across the state following in the footsteps of places like Moorestown and Voorhees Town Center, as communities look to revitalize the cultural significance of their local shopping spaces.

The Road Ahead: Navigating New Challenges

While hope is on the horizon, challenges abound. Malls outside of affluent areas may continue to struggle, facing high vacancy rates and the daunting reality of consumer trends leaning heavily towards online shopping. However, the inspiring stories of small business owners like the Corbetts demonstrate the potential for recovery and growth. With resilience and a focus on community connection, these entrepreneurs are paving the way for a vibrant and relevant mall experience.