The Rise of Neighborhood Malls: How Malls are Changing in the Post-pandemic Era

The mall culture is deeply engraved in Filipinos, amid a pandemic or not. With around 65.3% of the eligible population (about 71.6 million individuals) already vaccinated against COVID-19, more people seek a sense of normalcy by going to malls to shop, dine, and socialize. 
 
Despite the jarring shift in consumer behavior that peaked during government-imposed lockdowns, brick-and-mortar stores are expected to remain relevant in the country to complement e-commerce and online shopping. In the Philippines, malls are all-in-one destinations that provide more than shopping – dining, utility and government services, and entertainment. It is undeniable that these physical retail locations offer a space for face-to-face socializing that the internet can’t replicate. 

For now, retailers are expected to continue investing in their digital platforms to complement their physical stores. The tenant mix will evolve, incorporating a diverse set of essential goods and services, which are more proximal to the communities. 

KMC data shows that mall foot traffic has increased in 2022. While still far from pre-pandemic numbers, malls are starting to be filled with tenants again, registering a 3% improvement in terms of vacancy rate as of 2Q 2022. In a report published by Oxford Economics, retail sales are expected to increase by 10.6% YoY this year, following the 8.4% growth recorded in 2021. 
 
In terms of rental performance, prime retail rent in Metro Manila dropped by 9.5% during the past two years. On average, prime retail rent corrected from PHP 2,489 per sq m per month in 2H/2019 to PHP 2,254 per sq m per month in 2H/2021. However, the depth of concession narrowed down after 1H/2021, signaling a slight recovery in the retail property market. 
 
Convenience Shopping & Neighborhood Malls  
Deloitte reported that single-purpose malls will struggle to stay relevant as more consumers change their priorities when going out. As people ‘go back to normal’, their priorities when going out can be classified into two: Safety and convenience. 
 
Gone are the days when malls were standalone destinations. The trend for horizontal developers all aspects of life in one community. Townships in the fringes of Metro Manila—own community with all the amenities and facets of work, life, and play in the new normal. 
 
Research from KMC’s Information and Data Management group observed that the majority of big players in the industry have started to build master-planned communities and townships outside Metro Manila that are self-sustaining in terms of amenities and location. Residential complexes become self-sustaining locations and are complemented with office, retail, and leisure establishments, providing a venue for every facet of life. 
 
Renowned architect Jun Palafox said in an article that the suburbs around the capital are expected to thrive, opening more opportunities for people to relocate to less densely populated areas. With a more flexible and hybrid work set-up and increased accessibility through heavily improved infrastructure, a growing preference for suburban and community-type development was preferred in the new normal. 

This becomes an opportunity for horizontal developers to capitalize on creating townships and target community bubbles, a captured market within the township offering limited exposure to the threats of the virus and proximity to their residence. Master-planned communities leverage a diversity that prioritizes a balanced, dynamic, and integrated development for its occupants. 

15-minute Cities 

In the new normal, the concept of the 15-minute city is pegged to be more popularized in and around Metro Manila, where office, retail, and entertainment venues are integrated within residential areas. This is a 180-degree shift from the urban planning paradigm that has dominated for the last 100 years before the pandemic. 

In the new normal, malls begin to serve the purpose of being ‘town centers’ again, providing space for the residents to gather and socialize within their shared community. In the post-pandemic era, malls are multi-purpose destinations that offer leisure activities highlighting safety and proximity. District malls, or strip malls become key locations to leverage existing needs and demands, catering to the daily and functional needs without compromising safety and convenience from a neighborhood angle.