Music bumped as a steady procession of young women strutted down the runway in colorful abaya dresses and elegant hijab head-coverings. The audience snapped pictures, and onlookers peered down from the upper level.
The recent fashion show for the Eid holiday at Rosedale Center was the Roseville mall's first major inside event since the start of the COVID-19 pandemic.
Several Twin Cities malls have experienced strong months of foot traffic, and some are busier than before the pandemic. Malls are hosting events again, leasing space and seeing store sales climb as consumers return after two years of on-and-off work because of COVID-19.
"It feels like we are getting back," said Jill Renslow, executive vice president of business development and marketing at the Mall of America. "People are excited to be able to celebrate and to be able to come together."
Mall traffic across the country has risen as consumers continue to spend despite big jumps in prices. U.S. retail sales increased 0.5% in March.
The shift in shopping patterns showed up as a factor in lower-than-expected quarterly results for Amazon.com Inc., the nation's leading e-commerce company. Amazon shares fell 14% on Friday, the day after the news, and are down 25% for 2022. Other e-commerce stocks have tumbled more: Wayfair and Etsy are down around 60% this year.
According to Placer.ai, which tracks anonymized mobile location data, foot traffic at Bloomington's Mall of America rose 10% in February compared with the same time in 2019, a year before the pandemic. Numbers were recently bolstered during spring break. In early April, the NCAA Women's Final Four basketball tournament in Minneapolis brought more than 500,000 fans to the mall over a week.
The Mall of America, which celebrates its 30th birthday this year, has started to host more in-person public and private events. This past weekend, the mall was the location of a charitable walk and an e-sports tournament.