The Summer Space
Malls offer the ideal space to Shop, Play and Socialise
As the temperatures rise and school bells take a seasonal pause, a familiar destination becomes the centerpiece of summer life: the mall. More than just a place to shop, malls evolve into vibrant hubs of social activity, leisure, and cultural engagement during the summer months. They’re air-conditioned sanctuaries where retail meets recreation, offering a compelling escape from the heat—and a reason to linger.
The Summer Effect: Mood, Mindset, and Money
According to our latest research, the arrival of summer significantly boosts people’s mood and spending habits. 78% of respondents report feeling happier, while 30% say they are more excitable — factors that contribute to increased impulsivity and openness to influence.
Notably, mall-goers are more likely to make spontaneous purchases, with 38% expecting to spend over £200 during the summer months.
Self-Care Summer
An interesting trend we saw from our research is that mall-goers are keen to invest in themsleves this summer, with more spend predicted above the norm on sectors such as Cosmetics (+14%), Fragrances (+14%) and Vitamins (+13%).
The Rise of the Night-Time Economy
The night-time economy is gaining traction in the mall space, with 15% of mall screen ad impressions being accounted for after 6pm, according to our DataJam data. Whether it’s a late-night cinema trip or evening event, malls are attracting attention well into the night, making them a prime environment for marketers seeking high-impact visibility beyond the standard shopping hours to take advantage of extended day-time conditions.
Summer Entertainment: Sport, Festivals, and Films
Mall visitors are also tuned into major cultural and sporting events. Frequent mall-goers are significantly more likely to be watching summer tournaments like the Women’s Euros (+18%) and Club World Cup (+23%). Festivals are another major draw, with attendance interest in major events like Glastonbury, Parklife, and Reading & Leeds Festivals peaking during the season. Mall-goers are, in fact, 25% more likely than the norm to be watching festivals this summer.
The modern mall is about more than what you can buy—it's about what you can do. This summer, malls across the UK are rolling out immersive experiences designed to enchant and engage. Think: Westfield London’s “Giant’s Garden,” centre:mk’s manmade beach, and Bluewater’s record-breaking ball pit.
Summer blockbusters also play a crucial role in boosting mall traffic. Data shows a +5% uplift in weekend visits when major films launch, with a notable +4% increase in evening visits. Popular genres and anticipated releases (spanning June to August) fuel both footfall and consumer engagement.
Back to School: A Seasonal Retail Priority
Just as the summer is peaking, the back-to-school season begins. Malls are critical in this retail moment, offering one-stop solutions for parents and students. The planning starts early—often a month in advance—with nearly 40% of shoppers beginning to think, plan, or buy in July. Malls cater to this need with targeted promotions, dedicated zones, and stress-free convenience.
Capturing Attention: Why Malls Win
In an increasingly distracted world, malls cut through the noise. Our recent Attention Space Research shows that mall-based advertising commands significantly more attention than both online and high street formats—up to 3.5x more effective. This is driven by high-impact formats, immersive environments, and the strategic use of sight, sound, and even scent.
With panoramic screens, ambient audio, and tailored sensory experiences, mall advertising not only grabs attention - it holds it.
In Summary
Malls are no longer just retail venues — they’re the epicenter of summer culture. From emotional uplift and social interaction to entertainment and essential shopping, The Summer Space demonstrates how malls are uniquely positioned to thrive in the warmer months. For brands and marketers, the opportunity is clear: tap into this seasonal surge to create meaningful, measurable consumer connections.
Want to discuss this further? Please feel free to get in touch if you would like to talk to us about opportunities relating to anything mentioned above or any other queries.