After a long stretch of sluggish numbers, downtowns are finally starting to look a little more like themselves again. New data from MRI Software shows that people are coming back not for one-off spectacles or splashy openings, but for the everyday routines that used to define city life: commuting to the office a few days a week, meeting colleagues for drinks, or grabbing dinner before a show.
According to MRI, downtown visits in May rose 3 percent from a year earlier and 2 percent from April, marking the first annual gain since April 2025. It is not an explosive rebound, but it is a clear shift in direction after more than a year of declines. Three of the month's four weeks posted positive week-over-week growth, which suggests this is less of a blip and more of a slow, steady rebuilding of baseline activity.
The pattern MRI sees is rooted in habit. Downtown traffic was strongest later in the week, when hybrid workers are more likely to be in the office and people are more inclined to stay out for a drink or a meal. That blend of commuter, business and social activity is beginning to reassert itself, even if overall volumes remain below pre-pandemic peaks. Warmer weather, longer daylight hours and a gradually improving tourism environment also helped, nudging more people to spend time in city centers.
"A combination of more routine-led traffic, less disruption than last year, but continued spending caution helps explain why downtowns are recovering first through consistency rather than sudden surges," MRI said in the report. In other words, the recovery is being pulled along by familiar rhythms, not dramatic, newsmaking moments.
Shopping malls, by contrast, are telling a different story. Mall traffic was positive on a year-over-year basis in May, up 2.3 percent, but visits fell 2.2 percent from April and swung more sharply from week to week. Rather than building on everyday visits, many centers are riding short bursts of activity tied to promotions and holiday weekends.
MRI found that mall traffic was strongest around weekends and Memorial Day sales. In the final week of May, visits increased 2.9 percent from the prior week, with a 43 percent surge on Memorial Day itself and an 18.4 percent jump on the Sunday before. That kind of spike underscores how much malls are leaning on value-oriented events to bring people in. Consumers are still shopping, but they are waiting for a good deal or a special promotion before they make the trip.
The firm links that pattern to a broader retail trend: households are cautious but not on the sidelines. They are willing to spend, yet they are more deliberate about when and where they open their wallets. For downtowns, that means capturing a share of the trips people now bundle together — a day in the office that turns into a dinner reservation or plans to meet friends. For malls, it means constructing a calendar of reasons to visit, from holiday sales to themed weekends and seasonal events.
Looking ahead, June is shaping up as another test of how much events can move the needle. The FIFA World Cup, which begins June 11, is expected to push more people into bars, restaurants and viewing parties in host markets and beyond. Pride Month celebrations, music festivals and other seasonal programming are also likely to draw visitors into certain downtown districts.
"There are a huge number of event-related opportunities for retailers and downtown organizations during the early summer," said Carla Hinson, VP of innovation at MRI Software. "The smartest will jump on them."
In short, the data points to a nuanced recovery. Downtowns are inching forward on the strength of everyday behavior slowly returning, while malls are more dependent on big weekends and discount-driven bursts. For operators, landlords and local organizations, the challenge now is to nurture those habits — and, when the headlines do arrive in the form of major events or holidays, be ready to turn that attention into repeat visits.
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