‘Shopathy’ explodes as Australians flock to suburban shopping centres for dopamine hits

Australian shoppers are flocking to surburban shopping centres in a trend, retail expert Vicki Leavy, is calling 'shopathy'.
 

Foot traffic and sales across many suburban and regional shopping centres are on the rise and Leavy puts it down to the evolving role of retail therapy in the lives of households.
 

Vicki Leavy, General Manager of JMK Retail, a respected retail strategist and thought leader, said the role of physical retail is now about delivering experiences that go far beyond shopping.
 

"Retail therapy, or shopathy as we now call it, 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," Leavy said.
 

"At JMK Retail, our focus is on creating highly engaging local destinations that deliver enjoyment, connection and experience close to home," Leavy said.
 

"We are seeing people increasingly seeking everyday moments that feel uplifting, immersive and emotionally rewarding. In many ways, 'shopathy' has become the modern version of escape, a feeling traditionally associated with holidays, now available within local retail environments."
 

"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 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."
 

'Shopathy': the future of shopping
 

At the centre of JMK Retail's strategy is what Ms Leavy calls shopathy, a concept that blends shopping with life therapy.
 

"It's about creating a place where people can shop, but also recharge, connect and enjoy themselves," she said.

"We are designing environments that support how people live, not just how they buy."
 

She said this approach is grounded in understanding human needs.
 

"Retail has to meet emotional needs, not just transactional ones. If people leave feeling better than when they arrived, you've done your job," Ms Leavy said.
 

A real-world example in Ipswich
 

JMK Retail's Yamanto Central shopping centre in Ipswich is a clear example of this philosophy in action, celebrating its fifth anniversary this year.
 

Over the past five years, the centre 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.
 

Free undercover parking and easy accessibility further enhance the customer 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."
 

More than a place to shop
 

Ms Leavy said centres like Yamanto Central are designed to become part of the fabric of the community.
 

"This is where people meet, where families spend time together, where local initiatives come to life. It's about creating a destination, not just a shopping trip," Ms Leavy said.
 

She said the strong performance of the centre reinforces the model.
 

"The results speak for themselves. When you create a place people genuinely want to be, the foot traffic and sales follow," she said.

A clear warning to the industry
 

Ms Leavy said 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.
 

"The industry must move quickly to keep pace with changing expectations. This is not something for the future, it's happening now and if you are not evolving, you are already falling behind."

About Yamanto Central
 

Yamanto Central is a leading retail destination in Ipswich, Queensland, offering a diverse mix of retail, dining, health and wellness and essential services. Owned and managed by JMK Retail, the centre is committed to delivering a vibrant, community-focused experience and has proudly served the region for five years.
 

JMK Retail centres
 

JMK Retail is one of Australia's oldest and most successful shopping centre developers, owners and managers with sites located across Queensland.

JMK Retail own and manage a variety of retail properties ranging from food orientated precincts, retail strip, neighbourhood and sub-regional centres. Their centres are in key locations, anchored by long-term tenancies with nationally identifiable retailers that incorporate a wide and varied range of retailers who are primarily focused on traditional retailing, day to day household needs, dining, finance and services, medical, health, fitness and beauty.

www.jmkretail.com.au