FARGO — This is not the mall from "Fast Times at Ridgemont High." Visitors to Brewhalla’s marketplace at 1702 1st Ave N, Fargo, can belly up to the Mangata Wine & Raw Bar to sample oysters on the half shell, then wander into Unglued, the DIY craft haven, to browse locally made earrings, candles and message tees. Or they can head downtown to the First Avenue Market to buy grass-fed beef from Ellendale, North Dakota, then check out cuddly crocheted creatures, pottery and gourmet dog treats from local makers.
Could this be the new mall of America? After years of hearing how Amazon would annihilate in-person shopping, we’re learning that nearly three-fourths of consumers still prefer to visit physical retail locations at some point in their shopping journey, according to a 2024 study conducted by PYMNTS.com, an information services company that provides insights on payment systems and the connected economy. This is especially true among Gen Z shoppers, who prefer in-person as much as online shopping, if not more, according to a 2023 report by the International Council of Shopping Centers.
“That’s something that five years ago we wouldn’t have been predicted,” said Alissa Adams, chief operating officer of West Acres Development in Fargo. “Human nature is to be around other humans and to be out and experience things in-person ..
. We do see that stores at a national level that are thriving are definitely catering to a younger audience.” These younger shoppers seek .
