BARBOURSVILLE Ƶ The in-person shopping experience is back in style.
Some might say itƵs even rejuvenated compared to pre-pandemic numbers. The Huntington Mall, the largest in West Virginia, continues to grow in popularity.
Over the past few years, the number of visitors has either grown or stayed relatively stable. For example, in 2021, there were approximately 7 million visits to the mall property. In 2022, that ticked up to 7.1 million. In 2023, it went to 7 million. In 2024, visits increased to 7.6 million.
ƵIt (COVID-19 pandemic restrictions) was difficult for businesses all across America. Now that weƵre far away from it, it seems like a bad dream, because weƵve seen a continued increase in the number of people who simply want to get back to places where they can shop in person,Ƶ said Joe Bell, director of communications for the Cafaro Company, which is the parent company of Huntington Mall.
At least two stores at the mall were their companyƵs most visited location in West Virginia in 2024. Those are ChiliƵs (462,000 visits, up 17% over the previous year) and DickƵs Sporting Goods (631,000 visits, up 6% over the previous year).
The trend is similar at the Ƶhland Town Center, according to General Manager Vicki Ramey.
ƵPost-COVID, our traffic numbers have continued to be up. I think the first year after COVID (2021) we saw a big jump. Everybody did; everybody started shopping in the store again and each year after that, we continued to grow traffic 1 to 2 percent,Ƶ Ramey said.
Bell says thatƵs because there is more to shopping than just receiving a product.
ƵThere is a social aspect to shopping, and there are many people who, and IƵve seen this especially among younger people, who really enjoy the experience of being out, moving around, seeing other people, interacting with them, and thatƵs something thatƵs been a part of our human psyche for eons,Ƶ he said. ƵPeople like to get out and interact with their neighbors and friends in, for lack of a better term, the marketplace.Ƶ
He said the majority of the Huntington MallƵs stores have seen rising sales over the past three years, some by double-digit percentages.
ƵThey want to look at merchandise in its real setting, not on a screen. They want to be able to see it, to touch it, to try it on for size, and that provides a different kind of gratification than simply clicking on it and waiting for the package to arrive at your door,Ƶ Bell said.
In December 2024, clothing store sales were estimated to reach roughly $27 billion, slightly higher than the value in the same month in the previous year, according to Statistica.
ƵI think Ƶhland has always been a great place to shop, we do continue to grow our popularity,Ƶ Ramey said. ƵWe just have a very good retailer lineup, and we check all the boxes for customers when they come to Ƶhland Town Center. Our motto is eat, shop, play, and when customers come, we try to check all those boxes for them.Ƶ
She mentioned T.J. Maxx as a longtime staple for shoppers, but said newer stores like Miniso and Build-A-Bear are also doing well. Locally owned stores like Sorry CharleyƵs and Willow and Lace Boutique are popular as well.
ƵOlive Garden was a huge announcement for us. It almost broke our Facebook page. Everybody was so excited,Ƶ she said. ƵThey continue to be a big hit for us when it comes to dining, so do CheddarƵs, Slim Chickens.Ƶ
Malls are popular with people of all ages, from Silver Sneakers group members getting their steps in to teenagers hanging out after school.
ƵWe continue to see kids here all the time. I would say that our primary shopper is a young family, a young mom or dad, we see a lot of that also,Ƶ Ramey said. ƵWe like to be a hub basically where the kids can come, can safely hang out and shop and eat and get together with their friends.Ƶ
