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Finding a parking spot near a mall entrance used to be a matter of luck or arriving early. Now, some shopping centers are turning those coveted spaces into a paid upgrade, with shoppers asked to pay for the convenience of parking closer to the doors. The trend is spreading across several states, but customer backlash shows that many shoppers do not see premium parking as an amenity worth paying for.
Some Malls Are Charging for Only the Best Spaces
The new model does not necessarily mean every parking space at a mall is paid. At Willowbrook Mall in Wayne, New Jersey, for example, most parking remains free, while 119 preferred spaces near the front of the mall carry a charge of $2.45 for the first hour and $2 for each additional hour, with a daily maximum of $10.45.
The Trend Is Appearing in Multiple States
Paid preferred parking has appeared at malls including Mall St. Matthews in Louisville, Kentucky, Valley Plaza Mall in Bakersfield, California, Northridge Fashion Center in Los Angeles, and The Mall in Columbia in Maryland. GGP, the operator behind these locations, says 23 of its more than 95 properties currently offer preferred parking.
Mall Owners Say They Are Selling Convenience
Mall operators argue that the program is not really about forcing shoppers to pay to visit. Instead, they say customers are paying for convenience, particularly when they need to make a quick trip, want easier access to the mall, or have a restaurant reservation. The vast majority of parking at participating malls remains free, according to GGP.
Why Malls Are Experimenting With Paid Parking
The strategy gives mall owners another source of revenue while potentially helping manage parking demand. Retail analyst Neil Saunders told USA TODAY that charging for premium spaces can generate incremental income while offering a service to shoppers who place a high value on convenience. However, he also noted that the approach divides consumers because some see it as useful while others believe parking should remain free.
Some Shoppers See the Fees as a Cash Grab
The biggest problem for mall operators may be perception. Some shoppers have described the fees as a cash grab and said they would rather shop somewhere else, while online reactions have included suggestions that customers simply turn to online retailers instead. The backlash suggests shoppers may tolerate paying for parking in some settings, but charging extra for the most convenient spaces can feel very different.
One Mall Dropped Its Premium Parking Plan
The backlash has already forced some malls to reconsider the strategy. Deptford Mall in New Jersey canceled its $10 premier parking program in 2025 after complaints from shoppers and local officials, while the Fashion Outlets of Chicago reversed a broader parking-fee policy in August 2026 after foot traffic declined and retailers complained.
Chicago’s Experience Shows the Risk for Retailers
The Fashion Outlets of Chicago introduced parking fees in February to discourage people from using its garage for airport and event parking. Shoppers received one free hour, but rates then rose to $13 for one to three hours, $20 for three to 12 hours, and as much as $50 for a full day, although customers spending at least $100 could receive validation for up to three hours. After foot traffic fell and retailers complained, the mall reversed the policy.
Premium Parking Could Create a Bigger Problem for Malls
For malls already competing with online shopping, adding another cost could create an unintended obstacle. Customers who feel they are being charged before they even enter the stores may decide the trip is not worth it, particularly when free alternatives are available. The Chicago reversal demonstrates how parking policies can affect not only shoppers but also the retailers that depend on steady foot traffic.
Paid Prime Parking Could Backfire on Struggling Malls
Charging for the best parking spaces gives malls a relatively simple way to generate additional revenue while offering convenience to shoppers willing to pay for it. But the growing backlash shows there is a limit to how much customers are willing to accept, especially when most of the parking lot remains free. The fact that some malls have already abandoned their parking experiments suggests operators may have to weigh a few extra dollars in parking revenue against the potentially much larger value of keeping shoppers and retailers happy.