As holiday shopping gets underway, here are 10 features that make malls successful

This year's holiday season is expected to be a shopping record breaker.

For the first time ever, spending is projected to surpass $1 trillion, according to the National Retail Federation. And 186.9 million people are planning to shop during the upcoming Black Friday weekend, another high point.

Malls that have kept up with the times are likely to attract healthy foot traffic and revenue for the holidays, just as they do during other times of the year, according to retail analysts.

The retail centers with parking lots packed and busy halls have rejiggered their tenant mixes, offering immersive retail experiences and providing communal space for visitors to connect and relax, among other things.

Here are 10 attributes that make a mall's sales soar or sink, between success and failure, according to retail analysts and brokers:

Traditionally, enclosed malls were anchored by large department stores and featured row after row of apparel retailers — not much variety. Today, that kind of tenant roster doesn't work anymore. For one, the list of department stores still in existence has dwindled.

There are a variety of ways to look at successful tenant curation these days. Mall landlords need to have "new hot brands and old favorites," according to James Cook, Americas director of retail research for the real estate firm JLL.

Other retail analysts said landlords need to stir it up when they make decisions regarding leasing. Malls need "a strong mix of local, regional, national and global brands for a strong unique appeal that’s not cookie cutter," said Rudy Milian, president and CEO of retail consultant Woodcliff Realty Advisors.

In days of yore, landlords counted on chains such as Sears and Lord & Taylor to draw shoppers and build foot traffic. But with the demise of a number of department store chains and rise of e-commerce, malls need new kinds of anchors — sometimes options beyond a Macy's or a Nordstrom — that can generate frequent and perhaps daily traffic. That includes grocery stores, fitness clubs and entertainment options, according to Milian and others.

The now-classic example of how to innovatively repurpose vacant anchor department stores is with tenants that offer immersive experiences. The poster child for that strategy now is a former Lord & Taylor store at the King of Prussia mall in Pennsylvania occupied by the first Netflix House, an entertainment-and-shopping venue from the streaming giant that debuted earlier this month.

So-called experiential retail, also known as immersive retail, deserves a category of its own. The strategy is to attract visitors to brick-and-mortar retail locations to take part in "experiences" that can't be undertaken online.

And it doesn't have to be as elaborate as Netflix House, a roughly 100,000-square-foot venue with a large theater, escape rooms, virtual-reality offerings, mini golf, a large restaurant and a store. Pickleball courts, gyms, spas, bowling alleys, aquariums, indoor ski domes, water parks and amusement parks represent just a sampling of the new cadre of tenants that have moved into malls.

And some of these tenants offering immersive experiences, like Netflix House, have opened in former department stores, as has Dick's House of Sports. Its locations feature interactive play options such as rock-climbing walls and multisport cages for baseball and soccer; golf simulator bays and putting greens; and even outdoor turf fields and running tracks.

Food-and-beverage sellers are playing an increasingly important role in malls — from offering new takes on traditional food courts to actual food halls to higher-end full-service restaurants. There are often choices in a variety of price points and choices beyond Wetzel's Pretzels, Cinnabon and McDonald's.

Unique restaurants can actually become destinations that bring people to a mall. And dining spots are a benefit to malls because they offer a haven for weary shoppers to stop for a break, perhaps making them extend their stay and shopping at a retail property after they relax and get a bite to eat.

Choosing these tenants requires research on the demographics of the community that a mall is serving, as well. For example, American Dream megamall in East Rutherford, New Jersey, has a kosher food court as well as a food hall from Korean grocer H Mart.

Successful malls create an atmosphere that encourages visitors to spend more time there, in part as a way to socialize and connect, analysts say. That's something buying online can't do.

"It used to be you'd go to shop, and the experience was sort of secondary to that," said Meghann Martindale, principal and director of retail market intelligence at Avison Young. "And I think we've seen a complete reversal in my 25-year career where it's really about the experience."

The goal is to create a third place, an informal social gathering spot outside of home and work, according to Amanda Lai, a director at retail consultant McMillanDoolittle.

Malls need to "create spaces people choose to hang out in, not just pass through: comfortable seating, spotless restrooms, ample charging, safe play areas and weatherproof outdoor zones that invite guests to stay longer," she said.

To help create a welcoming ambience, malls should feature "modern and aesthetic architecture," with the help of features such as decorative fountains, landscaping, plenty of seating areas and children’s playgrounds, Milian said.

Setting aside space for music and entertainment also helps create a sense of community, according to Kristen Pash, Cushman & Wakefield's senior director of shopping center and mall leasing and development for North America.

Some shoppers crave the new and unfamiliar, retailers who aren't the mall staples like Banana Republic, J. Crew, The Gap, Ann Taylor, Bath & Body Works and Foot Locker. With that demand, global chains that Americans aren't familiar with are becoming increasing common in U.S. retail centers.

"The introduction of international tenants has ... brought newness to the mall," Pash said.

In that vein, several Asian retailers have been rapidly expanding across the country. Those include Miniso, a Chinese variety store chain that sells plush stuffed animals, cosmetics, toys, stationery, home goods, fragrances, electronics and snacks. In addition, China-based Pop Mart has been on a store-launching binge this year at U.S. malls, fueled by the popularity of its Labubu toys.

Mango, a Spanish apparel retailer, has also been aggressively expanding its footprint in the United States.

You can't have your kids meet Santa and get photographed on his lap online or have them greet a human-sized Easter Bunny on an iPad. Scheduling holiday events, like those for Christmas, can bring families into malls, according to Cook and others, sometimes in droves. Just look at the lines when parents take their children to meet up with St. Nick.

And there are seasons and annual holidays that can be celebrated beyond those — like Halloween, Chinese New Year, Day of the Dead and others. And many of those events hold appeal to not just children but adults. Live music is sometimes part of the festivities.

Successful malls don't just bring out Santa Claus for Christmas, they hold events throughout the year to give shoppers fresh experiences on a regular basis, according to Pash.

These activations range "from pop-up stores to art and music events and festivals, she said.

Malls have to do more "than just sell things," according to Neil Saunders, a retail analyst and managing director of analytics firm GlobalData.

"They need to create environments that are engaging, interesting, fun and festive," he said. "This means special events and activities and things like exclusive deals."

Successful malls usually have highly desirable locations, situated near interstate highways, Milian said. They are often in densely populated areas with affluent residences. And having access to public transportation is a boon.

Malls need to provide adequate parking to those driving to these destinations, according to several retail analysts. And it's "very important" that parking is "well organized and fully operational," especially during busy periods, according to Saunders.

Mall landlords need to make it effortless to visit and buy with "easy parking and signage, clear wayfinding, centralized returns hubs, [buy online, pickup in-store] lockers and efficient curbside pickup that gets people in — and out — without friction," Lai said.

Malls need "to get the word out" about their special events, new tenants and sales, JLL's Cook said. That means crafting an effective social media marketing campaign for a property, according to Cook.

That can entail emails, TikTok, Instagram, Facebook and influencers.