The Dark Horse of Consumer Spending

Retail is obsessed with the next consumer.

What does Gen Z want? How will younger shoppers change stores? Which brands, experiences, and trends will win their attention?

But while everyone looks ahead, retail may be overlooking one of the most powerful consumers in the market right now.

Gen X accounted for $15.2 trillion in global consumer spending in 2025 - that's more than the entire spending power of China

Gen X are in their peak earning years, but that’s only part of the story. Many are making purchasing decisions for households that stretch in both directions, from their children to their aging parents.

That makes Gen X more than a valuable demographic. It gives them outsized influence over where money is being spent and what consumers need from the places they visit.

And we may already be seeing the impact in retail real estate.

The growth of service tenants, demand for health and wellness concepts, the value placed on convenience and quality, and the evolution of shopping centers into places where consumers can accomplish multiple things in one trip all align with the needs of a generation with money to spend and very little time to waste.

“Gen X is the overlooked generation that is kind of a spending dark horse,” said Natalie Chambers, Executive Creative Director at The Dealey Group in her conversation on Retail Retold with Chris Ressa. “Retail real estate, in particular, should pay attention to what Gen X is looking for.”

Because understanding who is spending is only the beginning.

The bigger opportunity is understanding what that spending power changes: the brands that grow, the services consumers seek out, the tenant mixes that drive repeat visits, and ultimately, what makes a shopping center more relevant to the communities it serves.

Gen X may be the forgotten generation.

Retail can’t afford to forget about them.

• Why Gen X is retail’s “dark horse”
• The power of the “sandwich generation”
• What’s driving the rise of services in retail
• Why Gen X may be the bridge between analog life and AI
• The connection between Gen X and the longevity boom
• The growing value and influence of consumer reviews
• How shopping centers are evolving for multiple generations
• Why intentional spending is gaining ground

01:16 — The consumer signals worth watching

Natalie breaks down the Dealy Group’s mid-year trend work and the signals that put Gen X on the radar.

01:52 — Why Gen X is suddenly having a moment

From fashion to pop culture, Gen X influence is showing up in places marketers may not expect.

03:16 — The $15.2 trillion wake-up call

The spending data that changes the conversation about how much attention Gen X deserves.

04:51 — The consumer in the middle of everything

Why being the “sandwich generation” gives Gen X influence over spending across multiple age groups.

07:38 — What Gen X actually values

Quality, efficiency and clarity; and why “worth the money” may matter more than simply buying more.

09:02 — Is Gen X driving the rise of services?

Natalie connects Gen X behavior to service-oriented leasing, while Chris offers another explanation for the shift.

12:12 — Why repeat visits matter

How landlords are using service tenants to build retail ecosystems consumers need to visit again and again.

13:08 — The generation between analog and AI

Natalie argues Gen X occupies a unique cultural position. Chris challenges whether that advantage will last.

18:36 — Why analog is back

Vinyl, film, BMX bikes and nostalgia reveal a growing appetite for experiences outside the digital world.

25:01 — Longevity is becoming retail

Why wellness concepts focused on staying healthier longer could be another expression of Gen X demand.

27:24 — Do online reviews deserve our trust?

Chris and Natalie debate who actually writes reviews; and whether those people represent the consumers relying on them.

35:02 — Designing retail for three generations at once

Why green space, restaurants, services and gathering places can solve a very practical Gen X problem.

36:49 — Consumers are getting more intentional

Functional gifts, planning around sales and buying for utility point toward a more deliberate spending mindset.

37:43 — The Gen X opportunity

Natalie’s final argument: retail real estate should pay closer attention to what this overlooked but influential consumer wants.

Retailers want more stores. Vacancy remains historically low. And meaningful new retail development is still years away.

So what does that mean for the next five years of retail real estate? What are the forces today that are driving the future?

At the center of the August What’s in Store conversation between CBRE’s Karly Iacono and Chris Ressa is a fundamental supply and demand imbalance. Retailers continue to look for opportunities to grow, but the economics of large-scale new development remain challenging. Construction costs, land availability, interest rates and exit values all factor into the equation.

But there is one lever that ultimately has to move to make more projects pencil: rent.

And that shift is already underway.

The question is how far it can go, and what happens along the way.

Karly and Chris dig into what rising net effective rents and limited new supply could mean for existing retail real estate, and whether retailers have more room to pay for the locations they really want. They also explore why the physical store has become more valuable to retailers, not just as a place to generate sales, but as a critical part of how brands reach and serve their customers.

The changing market is influencing more than rents. Retailers are rethinking the traditional store prototype, using better data to make decisions about where to open, how big to go and which formats make sense in different markets. The result is a much more nuanced approach to expansion, from flagships and large-format stores to smaller concepts, outlets and pop-ups.

And as competition for the right space increases, the way deals get done is evolving too. Lease negotiations are changing, retailers are planning their pipelines years in advance, and both sides are looking for ways to move from opportunity to open store faster.

Where does all of this lead?

The conditions shaping retail real estate today could define the market for years to come. What’s changing now, what still needs to change, and what it could mean for the next five years.

• Why rents need to rise before meaningful new retail development returns
• How low vacancy is making the right locations more valuable
• Why retailers are getting more intentional about where and how they grow
• How better data is creating more conviction around store decisions
• Why physical stores matter more than the headlines suggest
• How the landlord and tenant dynamic is shifting

03:10 - When does new retail development come back?

Chris explains why rent, not retailer demand, is the biggest hurdle standing between today’s market and meaningful new shopping center construction.

05:45 - The rent growth hiding in plain sight

Face rents don’t tell the whole story as TI packages, retailer investment and net effective rents reshape deal economics.

08:36 - Does geography change the development equation?

Land availability, Sun Belt growth, interest rates and construction costs determine where new projects have the best chance of penciling.

11:12 - The physical store is more valuable than the headlines suggest

Chris argues that the market still underestimates what stores do for retailers and their relationship with consumers.

12:03 - Retail’s one-prototype era is over

Retailers are using data to make smarter decisions about formats, distribution, clustering and market-specific store strategies.

16:41 - What younger consumers reveal about physical retail

Karly’s New York retail tour with her kids shows how pop-ups, flagships and social media can work together to drive real-world shopping.

21:09 - Lease negotiations are moving back toward balance

After years of tenant-friendly movement, landlords and retailers are becoming more pragmatic about non-monetary provisions and getting deals done.

24:24 - Why the store-opening timeline still needs work

Retailers are planning pipelines years in advance because leases, municipalities and multiple decision-makers make timelines difficult to compress.

27:02 - The lease provision seeing the biggest shift

Use restrictions have become significantly more flexible as shopping center tenant mixes continue to evolve.

29:28 - The local entrepreneur has changed

More founders are thinking about scale, franchising, private equity and monetization before they even open location number one.

Bank branches are everywhere, even as more of our banking happens online.

You can deposit a check from your phone, transfer money in seconds, and apply for a loan without ever walking into a bank. Yet some of the country’s largest banks and credit unions continue investing heavily in physical locations.

So what makes the bank branch so valuable?

The role of the branch has changed. Many of the routine transactions that once required a teller can now happen digitally. That leaves the physical location to do something more important: attract deposits, acquire customers, build trust, serve businesses, and create deeper relationships.

Chris Ressa sees a strong parallel to retail.

For years, ecommerce was expected to make physical stores less relevant. Then digital customer acquisition became more expensive, and retailers learned that stores could actually make their entire business stronger. Physical and digital weren’t competing. They were working together.

Banks are seeing the same thing.

A customer might open an account online and do most of their banking from a phone. But they still drive past their local branch. They know the name. They know where to go when they need help. That physical presence creates familiarity and trust that can turn one account into a much larger, longer relationship.

And that’s where the economics get interesting.

For landlords, investors, and anyone in retail real estate, foot traffic doesn’t tell the full story of a bank branch. Deposits, customer acquisition, retention, and long-term relationships can be far more important.

As banking becomes more digital, the branch isn’t disappearing. Its purpose is changing, and that helps explain why banks still want four walls on great corners.

• Why banks still want physical branches in a digital world
• How technology actually changed the value of the bank branch
• Why deposits and customer relationships matter more than foot traffic
• What banks are learning from the evolution of physical retail
• Why the branch and the app are stronger together
• How great real estate can become a customer acquisition tool

Chapters

00:00 — Why are banks opening new branches?

The contradiction between digital banking and continued investment in physical locations.

01:45 — The changing role of the bank branch

Technology has changed what happens inside a branch and where its value comes from.

03:15 — Moving toward higher-margin relationships

Why branches can focus less on routine transactions and more on valuable customer relationships.

04:10 — Why deposits drive the economics

Deposits are the raw material of banking, and physical relationships can make them stickier.

05:05 — Customer acquisition costs are the new rent

Why acquiring customers through physical locations can compete with increasingly expensive digital channels.

06:25 — What banks can learn from retail

The evolution of bank branches looks a lot like what physical retail experienced with ecommerce.

08:00 — Building deeper banking relationships

How branches can help turn one account into a long-term, multi-product relationship.

09:25 — The branch and the app work together

Why digital and physical banking can strengthen each other instead of competing.

10:30 — More than four walls in a community

How branches create trust, visibility, and a lasting physical presence in local markets.

11:19 — Why physical branches still matter

What continued investment in branches says about the value of physical banking.

What if one real estate decision changed the trajectory of an entire company?

Back in 2021, the retail industry was navigating supply chain disruptions, soaring construction costs, and an uncertain recovery. Today, this conversation with Five Below Vice President of Real Estate Zach Minteer feels less like a snapshot in time and more like a masterclass in building a resilient retail business.

This replay features Chris and Zach discussing one of retail's most remarkable growth stories. Before Five Below became a national retailer with thousands of locations, it was a startup learning hard lessons about growth, operations, and disciplined decision-making. Zach shares how one store in Downingtown, Pennsylvania became the turning point that helped shape the company's future.

The conversation explores why Five Below intentionally slowed its expansion after growing too quickly, completely reimagined its store prototype, and took a calculated risk on a larger format that ultimately became the blueprint for the brand's explosive growth. Zach walks through the real estate strategy, landlord negotiations, site selection process, and partnership required to make that first prototype store a reality.

It's also fascinating to revisit the industry's perspective on post-pandemic consumer demand, construction costs, supply chain disruptions, leasing momentum, and the rapid acceleration of omnichannel retail. Some challenges have evolved, while others remain just as relevant for retailers, owners, and investors.

Beyond the market discussion, Zach shares what it was like joining Five Below as one of the company's earliest employees, helping scale the business from just a few dozen stores to a publicly traded retailer, and why preserving company culture matters as much as opening new locations.

More than a time capsule, this conversation is a reminder that while retail continues to evolve, disciplined growth, strong partnerships, and thoughtful real estate decisions never go out of style.

• Why Five Below paused its growth to build a stronger foundation
• The story behind the prototype store that changed the company's future
• Lessons on scaling a retailer from startup to public company
• How landlords and retailers partnered through uncertain market conditions
• Why company culture becomes even more important as organizations grow
• Timeless real estate and leadership lessons that still apply today

00:00 – Welcome to Zach Mintier

Chris welcomes the Five Below real estate leader and longtime industry friend.

09:20 – Retail's post-pandemic comeback

A look back at the surprisingly strong recovery, leasing activity, and consumer demand.

18:30 – Construction costs and supply chain challenges

Why retailers and landlords had to collaborate to keep deals moving.

27:45 – The story of Downingtown begins

How one Pennsylvania store became a defining moment for Five Below.

31:20 – Pressing pause to rethink growth

Why Five Below halted expansion, redesigned its stores, and changed course.

35:30 – Negotiating the impossible deal

Finding the right site, convincing leadership, and partnering with the landlord.

45:30 – Opening day changes everything

The launch of the first larger-format Five Below and the customer response.

48:45 – From startup to retail powerhouse

Zach reflects on scaling Five Below while preserving the culture that fueled its success.

51:30 – Retail wisdom

Favorite retailers, grilling, Target aisles, and Chris' signature rapid-fire qu

The consumer behaviors behind today's strongest retail trends and what they mean for retailers, landlords, and shopping centers.

Retail traffic is telling a very different story than most headlines suggest.

According to Ethan Chernofsky, Chief Marketing Officer at Placer.ai, consumers aren't abandoning stores. They're redefining how they use them.

One of the biggest shifts is happening inside everyday shopping trips. Consumers are visiting more retailers within the same category, particularly grocery, while spending less time in each store. Instead of trying to be everything to everyone, retailers with a clearly defined value proposition are winning over today's more intentional shopper.

Chris Ressa and Ethan explore why physical retail has become more valuable, not less. While ecommerce remains an essential part of the customer journey, stores are becoming even more important as fulfillment hubs, discovery engines, and places where brands can build lasting customer relationships. Stores remain the most profitable channel for many retailers while often delivering the best value for consumers. That alignment creates a powerful long term advantage that extends well beyond convenience.

Even mall traffic continues to surprise analysts, especially among younger shoppers. Gen Z is proving that physical retail still serves an important social function, reinforcing the growing importance of placemaking and creating destinations people actually want to visit.

Whether it's Starbucks extending pumpkin spice season, Dairy Queen creating a spring traffic surge with Free Cone Day, or retailers capitalizing on major cultural moments, the lesson is clear: great operators don't simply react to consumer behavior, they influence it.

For retailers, landlords, and anyone watching the future of physical commerce, the message is simple: stores matter more than ever. The retailers and shopping centers that understand changing consumer behavior, and respond with intentional experiences, convenience, and operational excellence, will be the ones that continue to outperform.

• Why the smartest retailers create demand instead of waiting for it
• The surprising shift in how consumers are shopping today
• Why physical stores are becoming more valuable, not less
• How Starbucks and Dairy Queen turn ordinary days into traffic drivers
• Why Gen Z is spending more time at malls
• The comeback stories proving great brands are hard to beat

00:00 – Meet Ethan Chernofsky

How Placer.ai uses location data to understand consumer behavior.

01:08 – The new rules of retail traffic

Why shoppers are making more trips while spending less time in stores.

04:58 – Why physical stores keep winning

The overlooked value physical retail creates for retailers and consumers alike.

09:41 – Discovery still happens in stores

Why the in-store experience continues to drive purchases and loyalty.

12:13 – Gen Z is bringing malls back

What younger shoppers reveal about the future of placemaking.

13:42 – Convenience vs. placemaking

When retailers should prioritize speed—and when they should encourage longer visits.

17:19 – Retail lessons from around the world

How culture shapes shopping behavior across global markets.

18:45 – Back-to-school traffic winners

The retailers and brands positioned to benefit this season.

20:48 – How great retailers create demand

What Starbucks, Dairy Queen, and other brands can teach every retailer.

23:24 – The traffic stories nobody saw coming

Unexpected trends shaping home improvement and retail performance.

26:12 – Never count out great brands

Why Target, Starbucks, and other leaders continue to find their way back.

27:23 – Looking ahead

What today's traffic trends could mean for the holiday shopping season.

The questions everyone new to retail real estate needs to ask.

Sometimes the best conversations start with someone willing to ask questions.

That's exactly what happened when Chris Ressa handed the microphone to DLC Marketing Coordinator Jordyn Levine.

Retail Retold usually features founders, CEOs, and industry leaders. This time, the conversation turned inward. Drawing on conversations with Chris, producing the podcast each week, and experiencing retail real estate through fresh eyes, Jordyn asked the questions many people outside the industry are curious about. Why do people think online shopping dominates retail? What actually creates value? Why do physical stores still matter? And how will AI reshape retail real estate?

The conversation is about more than the answers. It's a reflection of a culture where curiosity is encouraged, ideas can come from anywhere, and asking thoughtful questions is just as important as having the answers. That mindset leads to better conversations, stronger teams, and ultimately, better business.

Chris shares why physical retail continues to outperform common perception, why shopping centers are intentionally built as ecosystems rather than collections of stores, and why technology should enhance, not replace, human judgment. From social media and site selection to omnichannel retail and digitally native brands opening stores, the discussion explores the forces shaping retail today while keeping people at the center of every decision.

The conversation also offers advice for anyone entering retail real estate. Chris explains why understanding trade areas, developing strong people skills, and staying intellectually curious are more valuable than trying to have all the answers. His closing thought captures the spirit of both the discussion and the culture behind it: be curious before you're certain.

This isn't just a conversation about the future of retail. It's a reminder that the best ideas often begin with someone curious enough to ask the next question.

• Why people overestimate the impact of e-commerce on retail
• Whether social media is changing where retailers choose to open
• What physical stores still offer that technology can't replace
• How landlords build shopping centers that work as complete ecosystems
• Where AI fits into the future of retail real estate
• Chris's predictions for the next decade of retail

00:00 — A different kind of Retail Retold

Chris hands the microphone to DLC Marketing Coordinator Jordyn Levine for a conversation driven by curiosity.

02:08 — Why retail is more misunderstood than ever

Jordyn kicks off the conversation by exploring why consumers continue to overestimate the impact of e-commerce on physical retail.

08:34 — Is social media shaping the future of retail?

A discussion on how digital discovery is influencing consumer behavior and retail strategy.

15:16 — Why physical stores still matter

Chris explains what brick-and-mortar offers that technology can't replace.

22:48 — Building shopping centers that actually work

Jordyn shifts the conversation to what makes a shopping center successful and how landlords build complementary tenant mixes.

30:15 — Can AI pick the next great retail location?

Chris discusses where AI is transforming site selection and where human judgment still leads.

37:42 — Looking ahead

Chris shares the trends he believes will shape the next decade of retail.

44:50 — Closing thoughts

A conversation about curiosity, continuous learning, and the value of fresh perspectives.

Commercial real estate has entered a new era where execution, partnership, and long-term thinking have become the industry's greatest competitive advantages.

In commercial real estate, everyone talks about capital. Not enough people talk about partnership.

That's what makes the relationship between DLC and Temerity Strategic Partners different.

Recorded from DLC's new media studio in Elmsford, New York, this special episode of Retail Retold features guest host Adam Ifshin, Founder and CEO of DLC, in conversation with Bruce Cohen, Founder and Co-CEO of Temerity Strategic Partners.

Together, they explore how today's higher interest rate environment has reshaped commercial real estate, shifting the advantage from financial engineering to operational excellence. Bruce explains why Temerity was built to partner with proven operators rather than simply invest in real estate, while Adam shares the operator's perspective on creating long-term value through disciplined execution, relationships, and relentless focus on cash flow.

The conversation goes beyond the numbers. Adam and Bruce discuss how their partnership evolved from mutual skepticism into deep trust, why alignment between operators and capital partners has never been more important, and how culture, leadership, and succession planning have become meaningful competitive advantages.

The market will continue to change. But the firms that outperform won't simply have access to capital. They'll have the right partners, the right people, and the discipline to execute when it matters most.

Because capital can always find another deal.

Finding the right partner is much harder.

• Why today's market rewards value creation over financial engineering
• What sophisticated capital looks for in an operator
• Why retail remains one of the strongest sectors in commercial real estate
• How the DLC–Temerity partnership was built
• Why culture, leadership, and execution drive long-term value
• The qualities that define companies built to last

01:43 — Welcome to the new studio

Adam Ifshin introduces Retail Retold's new podcast studio and welcomes Bruce Cohen.

03:06 — From capital allocator to operator advocate

Bruce explains why decades in capital markets led him to believe operators create the real value.

05:30 — Why Temerity exists

The entrepreneurial journey behind launching Temerity Strategic Partners.

10:07 — Solving operators' biggest capital challenge

Bruce explains the GP capital model and why operators need more than money.

15:14 — Why retail rose to the top

How Temerity's research process identified retail as one of the strongest sectors.

21:09 — What capital misunderstood about retail

Bruce shares how DLC changed his perspective on leasing, cash flow, and value creation.

23:51 — Why DLC became the partner

The process that turned skepticism into conviction.

28:28 — What culture revealed

Bruce explains what stood out after meeting the entire DLC leadership team.

34:56 — Three traits of elite operators

Bruce's framework for identifying firms built for long-term success.

39:04 — Building businesses that outlast their founders

A discussion about succession, the next generation, and creating enduring companies.

42:13 — When business becomes real partnership

How a capital relationship evolved into a lasting friendship.

47:23 — Closing thoughts

Adam reflects on the partnership and wraps up the conversation.

Is EV charging becoming an essential retail amenity?

Electric vehicles have become impossible to ignore, but one of the biggest conversations isn't happening inside the car. It's happening in the parking lot.

As EV adoption continues to grow, retail real estate is becoming an increasingly important part of the charging network. Chris Ressa sits down with Scott Levitan, Executive Vice President of Growth, and Lane Chaplin, Head of Real Estate and Retail Portfolio Partnerships at EVgo, to discuss what it really takes to build and operate one of the nation's largest public fast charging networks.

Scott and Lane explain why shopping centers have emerged as the ideal home for fast charging, how customer behavior influences site selection, and why convenience means something entirely different in the EV world than it does at a traditional gas station. They also share how EVgo evaluates markets, partners with retailers and REITs, and navigates the challenges of permitting, utilities, and infrastructure that most consumers never see.

The conversation also explores the current state of EV adoption, including charging costs, battery longevity, range improvements, and the growing used EV market that is making electric vehicles more accessible than ever. Along the way, Scott and Lane address many of the misconceptions that continue to shape public perception of EV ownership.

For retail landlords, investors, and developers, the discussion offers valuable insight into what separates a sustainable charging operator from those that struggled during the industry's early years. From evaluating business models to understanding why some of the country's largest retailers and shopping center owners are expanding their EV strategies, this conversation highlights why charging infrastructure has become more than an amenity. It's becoming another way retail properties create value for both consumers and tenants.

• Why shopping centers are becoming EV charging destinations
• The biggest myths about owning an electric vehicle
• Why customer behavior drives site selection
• How EVgo chooses where to build next
• What landlords should look for in a charging partner
• Why so many early charging companies failed
• The rise of the used EV market
• Why the future of charging isn't the gas station

00:00 — Welcome to EVgo

Meet Scott Levitan and Lane Chaplin and learn how they entered the EV charging industry.

03:14 — How EVgo is building the charging network

An overview of EVgo's business and why retail real estate is central to its strategy.

04:15 — Is owning an EV really cheaper?

Charging costs, maintenance, range, and common misconceptions.

08:27 — Why so many charging companies failed

Government incentives, business models, and the industry's growing consolidation.

11:36 — Charging standards and industry maturity

How compatibility has evolved and why standardization is improving.

14:05 — The growth of the EV market

Used EVs, battery durability, affordability, and where adoption is headed.

23:42 — Why retail beats the gas station model

The connection between charging time, dwell time, and shopping centers.

30:15 — How EVgo chooses locations

Market selection, customer demand, and building a nationwide network.

35:14 — Rebuilding landlord trust

Lessons from early charging failures and what owners should look for today.

38:45 — How long does an EV charging deal take?

Construction timelines, utility delays, and power infrastructure.

42:19 — Advice for retail landlords

Choosing the right charging partner and why sustainable business models matter.

45:52 — What's next for EV charging?

Why leading retailers and REITs are expanding their EV strategies

The market has evolved. The questions are just as relevant. A Retail Retold Replay looking back at retail in 2024.

We're throwing it back to ICSC 2024 with James Cook, Americas Director of Retail Research at JLL and host of the Where We Buy podcast.

From the DLC booth in Las Vegas, James and Chris Ressa shared a quick and impactful conversation on the trends shaping retail real estate, from the continued strength of open-air centers to the challenges created by historically low vacancy. While leasing activity has slowed, Cook explains why that's more a reflection of limited supply than weakening demand, and why he remains optimistic about the health of retailers and the consumer.

The conversation also explores where artificial intelligence could have the biggest impact on the industry. As AI tools become more sophisticated, the opportunity isn't a lack of technology. It's finding ways to apply it to an industry built on private data, complex lease structures, and physical assets.

They also touch on one of retail's more unexpected growth stories: celebrity-backed restaurants. Based on JLL's research, Cook shares why these concepts have surged in recent years and what that says about today's increasingly competitive restaurant landscape.

Whether you're catching this conversation for the first time or giving it another listen, this throwback to ICSC 2024 is a fast, insightful look at the ideas that continue to shape retail real estate today.

• Why James Cook remains optimistic about retail despite higher interest rates and economic uncertainty
• How historically low vacancy is changing the retail leasing landscape
• Why slower leasing activity doesn't necessarily signal weaker retailer demand
• Where artificial intelligence has the greatest potential in retail real estate
• The biggest challenge preventing AI from transforming the industry overnight
• Why celebrity-backed restaurant concepts have exploded in recent years
• What JLL's research reveals about the connection between branding and restaurant expansion
• How today's retail trends compare to the expectations coming out of 2024

00:00 – Welcome to the replay

James Cook introduces his role leading retail research at JLL.

00:21 – Why James is optimistic about retail

Consumer demand and retailer expansion continue to support the market.

01:12 – The headwinds facing leasing

Lower absorption, limited vacancy, and what the numbers really mean.

01:43 – Would more available space lease quickly?

Chris and James discuss how different types of vacancies would perform.

02:19 – Can AI transform retail real estate?

The promise of artificial intelligence meets the realities of the industry.

03:36 – Why real estate is different

Physical assets, fragmented data, and why AI adoption won't be straightforward.

04:19 – The rise of celebrity-backed restaurants

James shares surprising research on one of retail's fastest-growing concepts.

05:51 – Retail, restaurants, and final thoughts

Favorite dining recommendations, industry research, and closing reflections.

Just how niche is the secondhand retail market?

Secondhand retail is one of the fastest-growing forces in retail, with the market expected to approach $80 billion by 2030. According to America's Thrift CEO Chris Homewood, that scale would make the category larger than the GDP of more than 130 countries.

But the story is bigger than growth.

As consumers spend more of their lives in digital environments, they are increasingly seeking experiences that feel tangible, personal, and unexpected. Thrift shopping delivers exactly that. Unlike traditional e-commerce, where shoppers search for a specific item, secondhand retail is built around discovery. The thrill comes from finding something you weren't looking for, a premium jacket for $9, a collectible hidden in plain sight, or a one-of-a-kind piece that turns a routine shopping trip into a treasure hunt.

That experience is resonating with a new generation of shoppers. More than 60% of Gen Z consumers now shop secondhand, driven by a combination of value, sustainability, and a desire for experiences that feel authentic. The result is a customer base that spans income levels and demographics, proving that thrift has evolved far beyond its traditional roots.

For America's Thrift, the opportunity is clear. The company operates 35 stores across the Southeast and is pursuing disciplined expansion, opening approximately five stores annually while building a footprint that stretches northward. Supported by strong community partnerships and a business model centered on convenience, the company is positioning itself for long-term growth.

As retail continues to evolve, one thing remains constant: people still crave discovery. And in an increasingly digital world, the joy of finding something unexpected may be one of the most powerful drivers of all.

• Why the secondhand market is projected to approach $80 billion by 2030
• The surprising reason Halloween is the biggest season in thrift retail
• How thrift retailers source, process, and price millions of donated items
• Why Gen Z is helping drive the growth of secondhand shopping
• How America's Thrift is expanding through profitable store growth
• What landlords and shopping center owners are seeing in the rise of thrift retail

00:01 – Chris Homewood’s retail journey

From the Marine Corps to Circuit City, Target, Ross, private equity turnarounds, and now leading America’s Thrift.

04:08 – What is America’s Thrift Stores?

A look at the business model, footprint, mission, and charity partnerships.

05:57 – Who shops at thrift stores today?

Why thrifting now appeals to both value shoppers and younger consumers.

07:21 – How thrift retailers acquire inventory

The donation ecosystem that fuels the business.

08:22 – The operations behind inventory flow

Why convenience, processing speed, and execution matter more than buying.

10:49 – The power of fresh inventory

How nine-day inventory turns keep customers coming back.

13:21 – Resale, apparel, and the growth of secondhand

Understanding the size and trajectory of the market.

15:06 – Store size, pricing, and profitability

How America’s Thrift evaluates locations and prices merchandise.

16:44 – The growth strategy

Why the company is focused on disciplined expansion and profitable new stores.

23:37 – Why secondhand retail is accelerating

The consumer trends creating long-term momentum for thrift.

26:41 – How traditional retailers view thrift

Competition, co-tenancy, and traffic generation.

29:28 – E-commerce versus physical retail

Why brick-and-mortar remains central to the thrift experience.

34:01 – The future of America’s Thrift Stores

What’s next for the company and the broader secondhand category.