Reflections on the fading glory of malls

From the Editor

As a teen, nothing could replace the classic 1980s shopping mall.  Brands like Guess and Express drew me in like a moth to a flame. Wished-upon pennies plopped into atrium fountains. The alluring, buttery scent of an Auntie Anne’s pretzel still brings a smile to my face.

Like many Gen-Xers back in the day, the mall was a favorite hangout spot. I’d meet up with friends and stroll past carousels and jewelry shops. We’d sit on a bench and giggle when cute boys walked by.

As a young mom, I loved sharing the magic of malls with my children. They’d sip lemonade and pick out toys from KayBee’s, or transform into their favorite characters at the Disney Store. They got their ears pierced at Piercing Pagoda, and loved Build-A-Bear Workshop, with all those accessories we collected over the years.

Atlantic County once had two malls: Shore Mall in Egg Harbor Township, and the Hamilton Mall in Mays Landing. Years ago, both thrived, although only miles apart on the Black Horse Pike.

The Shore Mall closed its doors before 2010, and a significant chunk of the multiplex was demolished in 2013. No more Circuit City, Value City, KayBee Toys or TGI Friday’s. Towne 16 movie theater, once located adjacent to the Shore Mall, also closed its doors in 2019, and was later demolished.

Despite the Shore Mall’s tragic end, the Hamilton Mall held strong. The late 2000s was a popular era for brands such as Aeropostale, Johnny Rocket’s, Hot Topic, Ruby Tuesday, and California Smoothies. The addition of Forever 21 and H&M in 2013 promised to draw in even more young shoppers.

My son loved the Hamilton Mall Food Court. On rainy days, we’d meander to the second floor and grab slices of pizza from Cosimo’s. But by 2018, the mall began to appear more desolate, eerily reminiscent of Shore Mall in its final years, with an ever-increasing number of shuttered stores. Large anchor stores, Sears, and JC Penny’s have remained vacant for years.

How did this happen? When did malls become uncool? Malls are more than just stores: They are common places for people to spend time and enjoy themselves. And given the trend to work from home, Americans are losing spaces to spend time in, outside of their homes. Malls, however, are no longer a place where people want to be.

Yet, despite the national trend of 87% of all malls closing, some malls are still thriving. Cherry Hill Mall and King of Prussia Mall draw crowds and reputable names like The North Face, William Sonoma, Urban Outfitters, Apple, and even Tesla. Auntie Anne’s kiosks bake batches of pretzels, and the Easter Bunny poses for photos with children. You could grab a burger at Shake Shack for lunch, then browse Crate & Barrel or Louis Vuitton.

American Dream, the legendary mall up the Parkway, offers both an amusement park and indoor water park. You could ski an artificial snow slope, ogle sea creatures at the aquarium, or even ride a gigantic Ferris wheel. Adding recreational opportunities to the retail mix proved to be a recipe for success for this mall.

My mother says that trends, like styles, are cyclical and go around and around. I wonder if malls will ever make a comeback and if someday, my teen grandchildren will be trying on Guess jeans, wondering if their teased hair looks good as they head off to the mall.

Peace & Love,
Cindy