Why go shopping at the mall Friday? For the experience

Malls are dying, some retail analysts say. But are they?

Drive past most suburban shopping malls tomorrow, Black Friday - or any time this holiday season - and they'll be jammed with cars and people.

While online shopping has hurt retail stores, many malls have invested millions of dollars to lure shoppers back, and it's working. This year, 88 percent of consumers will shop both online and in stores, according to PwC's 2017 Holiday Outlook report.

Along with a projected 4 to 6 percent increase in consumer spending this holiday, malls are enjoying a resurgence, said Marshal Cohen, chief retail analyst at NPD Group.

"Shopping isn't just about shopping anymore, just as dining isn't just about eating," Cohen said. "That's what the malls had to learn how to do. They put the experience back into the equation. That's something you don't get shopping online."

Shopping online, while convenient, can be overwhelming and time-consuming, Cohen said. There's no holiday spirit involved, because you don't socialize or walk among the holiday displays and music.

Since Black Friday is now more of a social outing or family tradition than a doorbuster sales hunt, suburban malls will be an especially popular destination Friday. And people will do more than just shop. They'll lounge on couches or in massage chairs, go bowling, play video games, see a movie, get free product samples, or let their kids ride around on a toy train or climb around an indoor play area.

Record numbers of "pop-up stores" and kiosks will be in malls this year, giving shoppers new things to see.

"It just adds something a little different to the merchandise mix," said Mike Ruddy, senior general manager at Spring Hill Mall in West Dundee.

At Spring Hill, they draw in shoppers with live entertainment and special events, like local children's choir performances, charity drives, or special Santa photo visits for pets or special needs children.

Malls are all doing more social media-focused giveaways, plus adding services like online order pickups or preferred drop-off spots for ride-hailing services.

Oakbrook Center installed sensory lights in its parking garages, making it easier to find an open spot, something that might have deterred shoppers from going to the mall in the past.

"The stores are making it easier for you to come into the store," said Dawn Eber, an Aurora resident who works with Consumer Markets Risk Assurance, a PwC partner. "Once people come into a store for that one item, they usually stay."

Individual retailers are increasing staffing to improve service, making the checkout process faster, and offering things like free gift boxes or free delivery of items they don't have in stock.

Here's another key thing helping malls: Generation Z, the age 13-16 age group, loves to go to the mall. While they get gift ideas from Instagram and YouTube, 81 percent of Gen Z'ers prefer to shop in stores, according to the PwC report.

"You'd think (online shopping) would be pulling the younger generation out of shops, but Gen Z prefers to shop in stores," Eber said. "They like to go in groups. They like the experience. It's something social they can do with their friends."

Malls will remain focused on creating an experience that's not available in the online shopping world.

"Retail is not dead. The mall is not dead," Cohen said. "The mall is like every other business that has to change with the times. Were they a little slow to do it? Sure. But those that are doing it are reaping the benefits."