Australian shoppers are flocking to surburban shopping centres in a trend, with foot traffic and sales across many suburban and regional shopping centres are on the rise.

Vicki Leavy, General Manager of JMK Retail, a respected retail strategist and thought leader, puts it down to the evolving role of retail therapy in the lives of households. She says the role of physical retail is now about delivering experiences that go far beyond shopping.

“Retail therapy … is often less about spending money and more about how people feel in a space. Vibrant retail environments can trigger dopamine through atmosphere, discovery, social interaction and sensory experiences. People are often seeking enjoyment, stimulation, connection and escapism, not just products,” Ms Leavy said.

A new era of retail

Ms Leavy said modern consumers are no longer driven by convenience alone, they are seeking connection, experience and a sense of wellbeing.

“People don’t just want to buy things anymore, they want to feel good, they want to engage and they want to get out of the house and be part of something.”

She said this shift is forcing a fundamental rethink of what a shopping centre should be.

“The role of a centre has changed. It’s no longer just retail, it’s lifestyle.”

She says JMK Retailis focused on creating highly engaging local destinations that deliver enjoyment, connection and experience close to home.

“When people can conveniently access great food, entertainment, atmosphere, social interaction and quality retail all in one place, it creates meaningful value for both households and retailers.”

A real-world example in Ipswich

Over the past five years, JMK Retail’s Yamanto Central shopping centre in Ipswich has grown rapidly and is now attracting some of the strongest foot traffic numbers in the country, along with standout sales performance per square metre.

The centre has been carefully curated to deliver a balanced mix of everyday convenience and lifestyle experiences.

It features a combination of household and niche retailers, health and wellness services, medical offerings and an outdoor undercover dining precinct with a diverse range of dining options.

Located alongside a children’s playground, the space allows families to relax, connect and spend time together, turning a simple shopping trip into a shared experience.

“We’ve created a centre that offers everything people need in one place,” Ms Leavy said.

“It’s convenient, but it’s also enjoyable and that’s the difference.”

Ms Leavy says the message to retail landlords and operators is simple. “Adapt or be left behind. The centres that thrive will be the ones that understand people, not just retail trends,” Ms Leavy said.