Shopping centers across the North Shore are increasingly becoming destinations for dining, entertainment, and community events as mall operators respond to changing consumer expectations and renewed demand for in-person experiences.

From beauty events and Japanese-style arcades to immersive gaming, live music and new restaurants, local malls are expanding beyond traditional retail in an effort to give visitors more reasons to stay — and come back.

“We’re seeing strong momentum across our centers because people continue to value spending time together in person,” said Laura Schwartz, senior vice president of New England leasing for Simon Property Group. “Whether they’re shopping, enjoying a meal, discovering a new brand or attending an event, consumers are making more of a day out of their visit.”

Schwartz said today’s shopping centers have evolved beyond simply being places to make purchases.

“They’re no longer just places to shop, but destinations where people come to connect and discover something new,” she said.

The shift reflects a broader national trend. According to a recent PwC report, Generation Z — those born between 1997 and 2012 — increased its share of mall foot traffic by 57% year over year, highlighting the generation’s continued interest in visiting physical shopping centers despite growing up in a digital world.

Still, Schwartz said Simon Property Group would not characterize Gen Z as its largest customer base.

“They are an important and influential customer,” she said. “While they’re often viewed as a generation that lives online, they consistently demonstrate a strong desire for in-person experiences. For Gen Z, the mall is a place to discover brands, spend time with friends, experience products firsthand, and create memorable, shareable moments.”

To meet those expectations, retailers have increasingly blended digital marketing with in-person experiences.

“Retail marketing has become more digitally driven, and experience-focused,” Schwartz said. “Brands are increasingly using social media, creator partnerships, and digital content to introduce products and build awareness. The in-store experience then reinforces what customers have already discovered online.”

At Northshore Mall, that strategy includes events such as “A Day of Beauty & Wellness,” which featured retailers including Sephora, Ulta Beauty, Bath & Body Works, Yankee Candle, sweetgreen, Legal Sea Foods, and JCPenney. Visitors could receive product samples, participate in mini makeovers, and take photos at a 360-degree photo booth.

Schwartz said events like those are intended to appeal to shoppers of all ages.

“Interactive elements like the 360 booth help create memorable, shareable moments that resonate with today’s consumers of all generations,” she said. “Experiences like these reinforce the mall’s role as a modern community hub.”

Simon Property Group has also continued investing in attractions beyond traditional retail. At Northshore Mall, additions such as GameTime, Immersive Gamebox, Life Time, and new restaurants including Fogo de Chão, Dave’s Hot Chicken, and Shake Shack are designed to encourage visitors to spend more time at the property.

Square One Mall in Saugus has taken a similar approach with the addition of GATCHA, a Japanese-themed arcade that offers games and prize machines.

MarketStreet in Lynnfield has also expanded its programming with community events, including Thursday evening live music performances and interactive activities such as bath bomb-making workshops at Lush.

The strategy appears to be resonating with retailers as well.

Schwartz said several brands popular with younger shoppers posted double-digit sales growth at Simon properties during the last quarter, including Zumiez, Journeys, Hot Topic, and Aéropostale. Brands such as Sephora, lululemon, Aerie. and PacSun have also continued to perform well, she said.

The company has also seen continued interest from retailers looking to open or expand locations in the Boston market.

“That tells us brands continue to see real value in physical retail and recognize that consumers are looking for places where they can shop, discover new brands, and spend time with friends and family,” Schwartz said.

As consumer habits continue to evolve, Schwartz said Simon’s focus remains on creating spaces that offer more than shopping alone.

“We’re seeing our centers become places where people come not just to shop, but to spend time with friends and family and enjoy everything the mall has to offer,” she said.