OVIEDO, Fla. — The traditional role of American shopping malls has shifted dramatically over the past decade as consumers increasingly turn to online shopping and economic pressures continue to reshape retail.
What You Need To Know
Some small businesses at Oviedo Mall say they are facing difficult times as foot traffic in malls decreases
According to the National Retail Federation, 45% of Americans shop in stores, 28% shop online, and 27% use a combination of both. Capital One Shopping Research estimates the United States is home to about 1,200 malls, but projections show that number could drop to about 900 by 2028
Wizards and Lizards is a family-owned shop that has leased space inside Oviedo Mall for nearly four years, selling items ranging from tie-dye shirts to candles and wooden signs. But Brown said it has become harder to stay afloat as foot traffic declines
To bring people into the store, Brown said Wizards and Lizards has started hosting free events and workshops, including tie-dye classes
According to the National Retail Federation, 45% of Americans shop in stores, 28% shop online, and 27% use a combination of both. Capital One Shopping Research estimates the United States is home to about 1,200 malls, but projections show that number could drop to about 900 by 2028.
That shift is being felt inside malls across Central Florida, where some small business owners say fewer shoppers are walking through their doors.
At Oviedo Mall, Adam Brown, owner of Wizards and Lizards, said the mall still plays an important role in the community.
“This is, like, one of the last standing community centers, really,” Brown said. “It’s one of the last places where people can just get together and exist for free without having to pay. So, it was somewhere that we just felt like it would be a good fit.”
Wizards and Lizards is a family-owned shop that has leased space inside Oviedo Mall for nearly four years, selling items ranging from tie-dye shirts to candles and wooden signs. But Brown said it has become harder to stay afloat as foot traffic declines.
“Traffic gets slower every day, unfortunately,” Brown said, adding that rising rent has added to the strain. “I mean, from where we started to where we are today, we’ve gone up at least probably 20%, 30% from our original rent when we signed our first lease.”
To bring people into the store, Brown said Wizards and Lizards has started hosting free events and workshops, including tie-dye classes.
Customer Nicole Fullagar said she discovered the business while searching online for local experiences.
“We found here specifically because we were trying to find some local places online that do these different activities, like we’ve done a bunch of different ones, and this is the only tie-dye one we saw, which is really cool because I really like the tie-dye style for shirts and everything,” Fullagar said.
She said losing stores like Wizards and Lizards would be a blow to the community.
“I think they’ll be a huge loss to the community because, as I said, this is like the only tie-dye one I found,” Fullagar said. “And I’m all the way from Tampa, and it’s the only one I found around. So that’ll be one less thing that there’s nothing really else like it.”
Oviedo Mall management says it is working to adapt to changing consumer habits. Josh Gunderson, the mall’s director of marketing and events, said the property is transitioning into a mixed-use destination.
“We’re constantly in a state of reinvention, of finding out what it means to be a mall in the year 2026, which means not looking back, but looking forward and trying new and different things, taking risks and becoming just a good central hub for our community,” Gunderson said.
Gunderson said many of the mall’s tenants are locally owned small businesses, and management works closely with them.
“We work very closely with them. We’ll take meetings with them to help them with their marketing. We’ll sit down and walk them through the basics of social media.”
Still, Brown said seeing neighboring shops close has made it harder to draw customers.
“When we moved in, there were two or three vacant spots in the mall. And I mean, now there’s at least 12. So, it happens.”
Gunderson said occupancy is higher than it has been in recent years, even though some spaces remain vacant.
“Do we still have some empty spaces? Absolutely, but not as many as we’ve had in the past. And it’s sometimes just a sign of the times,” Gunderson said.
Brown said the pressure is shared by many small business owners.
“I think everybody here is a little nervous. I mean, it’s, it gets harder, and harder, and it’s harder for everybody. I mean, we’re at a point where most people are having to have those budget conversations.”
He said watching other businesses close is difficult.
“We’re all in the same position. We’re all fighting the same fight.” Brown said. “We’re all trying to engage with our community, and we want to support the people who support us. And to see those people just not be able to fight anymore is heartbreaking.”