Romanians Spend More and Stay Longer in Malls in 2025, But Visit Them Less Frequently

The latest study conducted by Reveal Marketing Research for Brand Management reveals significant shifts in Romanians’ behavior regarding mall visits in 2025, compared to the results of a similar study carried out the previous year.

📈 Spending Up by 13%: Average Budget Reaches 370 RON per Visit

In 2025, Romanians are spending 13% more per visit, with an average of 370 RON. This increase does not necessarily indicate higher consumption, but rather reflects inflation adjustments.

The Adults & Family segment (aged 36–45) registers the highest spending, averaging 389 RON per visit. In contrast, the Pretentious segment (aged 26–35) spends the least, with an average of 324 RON.

⏳ Visits Are Longer, but Slightly Less Frequent

The average duration of a mall visit has increased by 46%, reaching 3 hours and 28 minutes, while the frequency of weekly visits has slightly declined.

In 2024, the average mall visit lasted 142 minutes. In 2025, this figure rose to 208 minutes, including time spent in hypermarkets, cinemas, restaurants, and cafes.

The Gen X segment (46+ years) spends the most time in malls, averaging 272 minutes per visit, while the Pretentious segment logs the shortest visits, with only 143 minutes on average.

Despite increased time and spending per visit, weekly mall visits are down, with 55% of respondents saying they go to the mall at least once a week—compared to 59% in 2024.

Notably, Gen Z (aged 18–26) leads in frequency, with 66% visiting malls weekly. Men also frequent malls more than women (58% vs. 52%).

🍔 Top Reasons for Visiting Malls

The primary motivations for going to the mall include:

• Shopping in stores – 87%
• Grocery shopping in hypermarkets – 52%
• Dining at the food court/restaurants – 48%
• Going to the cinema – 36%
• Café socializing – 35%

🛍️ Most Frequently Purchased Items

The most commonly purchased categories in malls are:

• Women’s clothing – 65%
• Men’s clothing – 57%
• Groceries from hypermarkets – 60%
• Footwear and bags – 56%
• Cosmetics and perfumes – 52%

“In January 2025, the annual inflation rate reached 5%, a factor that explains both the increased budget Romanians allocate for mall visits and their more cautious approach to spending, reflected in longer visits. Despite financial concerns, the allure of malls remains deeply embedded in Romanian behavior—whether for shopping, quick services, food & beverage experiences, or relaxation,” said Marius Luican, CEO of Reveal Marketing Research. (Photo: AI Generator)