Shopping trips are turning into outings. Big destinations are betting that concerts, theme park rides, holiday tree lightings and hands-on classes will keep foot traffic strong even as online shopping grows. The good news for curious visitors is that joining in does not require an expensive ticket. Retailtainment is reshaping malls and flagship stores across the country, and many of the biggest names have built free or cheap ways to take part.
What Retailtainment Actually Means
The word blends two familiar ideas. As the marketing agency Into The Minds explains, “The term ‘retailtainment’ comes from combining the English words ‘retail’ and ‘entertainment.’ This strategic approach involves integrating entertainment elements into the commercial environment to transform the traditional shopping experience.”
In practice, that can look like a mall built around a full-scale theme park, a plaza that doubles as a concert venue or a store that hosts free classes taught by staff. Some of the best experiential retail in the U.S. is designed to draw crowds who never planned to buy anything at all.
Free Things to Do at Mall of America and American Dream
The Mall of America in Bloomington, Minnesota is the largest mall in the country, with more than 500 stores plus attractions. Its Rotunda hosts concerts, fundraisers and other free entertainment throughout the year. Families with young kids can plan around Toddler Tuesdays, which include free kids meals at select restaurants with the purchase of an adult entree. Some promotions run weekly and others once a month. Seasonal events like Mall-o-Ween and the holiday tree lighting are also free.
American Dream in East Rutherford, New Jersey is the second largest mall in the country. The first 30 minutes of parking are free, and a full visit is just $5 after that. The property runs a rotating slate of free and low-cost events, from movie nights to food festivals. For its Nickelodeon Universe theme park, the points pass system is cheaper than a day pass for casual visitors. Rides are labeled as 3-point or 6-point, and a 3-point pass is $7.99 while a 6-point pass is $13.99.
Experiential Retail Examples at Rockefeller Center and Apple
Two of the most popular experiential retail examples sit outside the traditional mall model. Rockefeller Center in New York is free to walk through, including the Channel Gardens and the Atlas and Prometheus statues. Its calendar of free and low-cost events runs year round and includes summer concerts, rotating public art installations, movie nights and occasional Broadway performances. During the holidays, the Rockefeller Center Christmas Tree is free to visit any time, with no tickets or admission fees. The tree is lit daily from 5 a.m. to midnight through early January.
Apple’s flagship stores show a smaller-scale version of the same idea. The company’s Today at Apple program offers free in-store sessions every day. Visitors can register in advance or drop in if space is open. Topics range from beginner tutorials on the iPhone and MacBook to classes on photography, video editing and designing your own emoji. Apple also books occasional live concerts and talks with special guests, which tend to fill up fast. Check the live calendar for your local Apple store, since offerings rotate daily.
Why Retailtainment Matters Right Now
As stores compete with same-day delivery and endless online scrolling, the pitch has shifted. The best experiential retail is no longer really about selling one item at the register. It is about giving people a reason to leave the house, spend a few hours somewhere and come back. For shoppers, that shift means a growing menu of free concerts, free classes, cheap rides and holiday traditions built right into the places they were already going anyway.
