09/25/2026
The "vanity economy" is quietly becoming a real force in retail real estate.
And the numbers behind it are bigger than most people realize.
Americans are spending more than ever on fitness, beauty, wellness and simply feeling better about themselves.
Spending in these categories went from $86 billion in 2020 to $132 billion in 2025.
Boutique fitness concepts like Pilates, yoga, and HIIT are expanding fast, filling smaller retail spaces that can normally be tough to lease.
And for landlords, these businesses do something even more valuable.
They bring in repeat weekly traffic that ends up helping the restaurants, grocery stores, and other retailers nearby.
The lesson here is pretty simple:
Retail isn't disappearing, but the reasons people actually visit retail properties are changing.