3 days ago
Nielsen survey shows shift in Dubai shopping malls visitor patterns
Dubai's shopping malls are increasingly functioning as multi-purpose destinations, combining retail, dining, leisure, and errands in a single visit, according to a new survey of more than 750 residents – The Mall Mindset 2025 – conducted by Nielsen and commissioned by Al Ghurair Centre. The findings point to patterns in visit duration, trip purpose, and demographic engagement that reflect broader urban lifestyles.
Dining as a primary reason to visit
Ninety-seven per cent of respondents cited food and beverage as a key reason for visiting malls, putting dining on par with shopping and grocery trips. Food halls offering a variety of cuisines and price points in shared social spaces have grown in popularity, reflecting a trend toward communal and experiential eating.
Evening footfall remains strong
Most visits occur in the evening. Seventy-six per cent of trips take place between 5pm and midnight, with 32 per cent of respondents visiting at least once a week. The survey confirms that evenings continue to be a peak period for mall visits, reflecting established post-work and midweek routines.
Longer visit times
Visitors are spending more time in malls, with the average visit lasting up to four hours, covering two to seven outlets, and including up to five purchases per trip. This pattern indicates that mall visits are increasingly layered experiences, where shopping, dining and leisure overlap.
Younger generation is the largest visitor group
The largest visitor group is the 25–34 age bracket, falling in the Gen Z and Millennials bracket, and represents 46 per cent of mall goers. Twenty-three per cent of visits are solo, and discovery is primarily driven by word of mouth (56 per cent), Instagram (45 per cent), and Facebook (32 per cent). These figures highlight the social and digital channels shaping younger consumers' engagement with malls.
The Nielsen survey's findings highlight a shift in mall usage, with longer, multi-purpose visits and digitally-influenced discovery shaping footfall patterns in 2025.
