The Struggle of Two New Jersey Malls
In the heart of New Jersey, two malls—Hamilton Mall and Livingston Mall—are facing a slow decline as they struggle to attract shoppers during what should be the busiest season for the retail industry. The usual Christmas rush has not materialized, leaving these once-bustling centers with empty corridors and a sense of disappointment.
Hamilton Mall, located in southern New Jersey, is experiencing a significant drop in foot traffic. The mall’s corridors are filled with permanently closed storefronts, and the only store showing some life is Macy’s. Even there, only a few shoppers can be seen browsing the aisles. A man hired to play Santa sits in front of the Christmas tree, ready to take photos with children, but no families are in sight. This lack of activity highlights the mall’s current state of neglect.
Livingston Mall, situated about 18 miles west of Manhattan, faces similar challenges. Metal gates block most storefronts, and the echoes of footsteps can be heard throughout the mostly empty corridors. Outside, the parking lot is filled with potholes, further emphasizing that the mall’s better days are behind it.
Robert Goodman, Hamilton Township’s community development director, expressed his concerns about the mall. “There’s a lot of folks who have a lot of fond memories of the mall, but right now they’re just mostly disappointed because it’s just not the same experience,” he said. He added, “It’s not a place where people come to congregate or shop or see their friends.”
New Jersey is not alone in its struggles. The retail sector is witnessing a shift towards online shopping, with Amazon being the biggest beneficiary. Even large brick-and-mortar stores like Walmart and Target are prioritizing online shopping to stay competitive.
According to Capital One Shopping’s research team, the United States currently has 1,200 malls, and by 2028, this number could drop to as few as 900. To put this into perspective, the US had approximately 25,000 malls in 1986, meaning the country has lost 95% of them in the last 40 years.
James W. Hughes, a Rutgers University economist and professor, categorized New Jersey’s 25 enclosed malls into three groups. Top-tier locations like Garden State Plaza in Paramus still attract customers with luxury stores. Middle-tier malls draw shoppers due to their local staples. However, bottom-tier malls no longer have department stores like Macy’s and Nordstrom, raising questions about their continued operation.
“You have this bottom tier, the bottom feeders, which really have no future as regional shopping destinations,” Hughes said. “So the question is, what do you do with them?”
Some malls in the state are undergoing major renovations to remain viable, but this is not the case for Hamilton Mall and Livingston Mall. Hamilton Mall has lost dozens of stores over the past decade, including Sears, JCPenney, Shopper’s World, Friendly’s, Build-a-Bear, and many others. Livingston Mall still has its Macy’s and a Barnes & Noble, but other chains like Sears, Claire’s, Justice, Kay Jewelers, and Children’s Place have left in recent years.
The harsh reality for malls is that people no longer view them as desirable hangout spots. Why would they when these centers are increasingly falling into disrepair and offering fewer choices?
Laura Botwin shared her experience with NJ.com, stating that her son accidentally drove into a sinkhole in the Livingston Mall parking lot. “I’m petrified to go to that parking lot because it’s so bad,” she said.
As malls continue to struggle, the question remains: What will become of these once-vibrant centers? With retail giants shuttering their doors, it seems that American mall culture may be on the brink of a significant transformation.
