Asset Management Strategies for the Second-Half Retail Surge

The Calm Before the Surge

‍June may seem like a quiet period, but it's actually the strategic window for preparing your shopping center for the second half of the year. Back-to-school traffic kicks off in late summer, followed closely by the all-important holiday season. Making the right moves now ensures your tenants are set up for success—and so is your NOI.

Industry events like ICSC Las Vegas 2025 have highlighted how smart landlords are using this mid-year period to fine-tune their strategy and capitalize on consumer momentum in the months ahead (Colliers).

Conduct a Mid-Year Performance Audit

‍Before you plan any changes, assess how your center is performing:

• Review tenant-level foot traffic or sales trends (where available)
• Note maintenance issues or dated visuals in high-traffic areas
• Identify spaces that are underutilized or tenants that historically underperform during back-to-school and holiday seasons

Quick Win: Use tools like Placer.ai or recent leasing reports to identify which tenants are thriving and which areas see low traffic. Create a simple map of underperforming zones and set a 30-day action plan to address maintenance issues, update signage, or coordinate with tenants on short-term promotions.

Prioritize Fast-Turnaround Capital Improvements

‍You may not have time for major renovations, but smaller improvements can have a big impact:

• Freshen up landscaping, signage, paint, and lighting
• Focus on entrances, walkways, and parking lot visibility
• Upgrade directional signage to help customers navigate easily

Quick Win: Target projects that can be completed by early August to coincide with the start of back-to-school traffic.

Longer Play: Begin planning larger-scale improvements to be executed after the holiday season when construction disruptions are less risky.

Recalibrate Your Tenant Mix with Seasonal Demand in Mind

‍Not all tenant changes require long-term leases:

• Consider short-term leases or pop-up stores for seasonal retail categories like Halloween costumes, winter outerwear, holiday decor, tech gadgets, or toys
• Partner with local brands for rotating holiday kiosks
• Identify service tenants (e.g., salons, fitness, quick-serve food) that offer year-round stability

Quick Win: Fill vacancies with seasonal tenants or pop-ups that can be onboarded quickly and drive Q3/Q4 traffic.

Longer Play: Review expiring leases and develop a forward-looking mix strategy for 2026.

Build a Seasonal Marketing and Activation Plan

‍Help your tenants capitalize on increased traffic:

• Schedule sidewalk sales, school supply drives, or Halloween events
• Collaborate on digital campaigns highlighting new or seasonal offerings
• Ensure your property’s online presence is current on maps, directories, and social media

Quick Win: Launch a back-to-school promo series with your tenants to kick off in late July.

Stat to Know: "Shopping near me" searches begin to spike in mid-July, so plan to be digitally visible by then. For more insights, see Turn holiday ‘sales days’ into a sales season.

Refresh Your Leasing Story and Engage Brokers Early

‍You don’t need to wait until Q4 to pitch your space:

• Update marketing materials with new photos, performance data, and community events
• Emphasize visibility, access, and improvements made this summer
• Provide brokers with demographic and seasonal performance data to support prospect outreach

Quick Win: Equip brokers with refreshed materials and seasonal leasing incentives before August.

Longer Play: Rework your full leasing story to align with 2026 expansion trends.

Conclusion: A Strategic Second Half Starts Now

‍By the time fall arrives, the window for meaningful seasonal preparation has already narrowed. Strategic asset management in June and July ensures your property is ready to perform when the back-to-school and holiday rush hits. Smart landlords are laying groundwork now to attract traffic, support tenants, and increase long-term value.

Bonus: Quick Wins vs. Longer Plays

Quick Wins (Complete by August)

• Landscaping, signage, lighting upgrades
• Seasonal pop-ups and short-term leases
• Digital marketing campaigns
• Broker enablement and flyers

Longer Plays (Plan for Q4 or Next Year

• Lease rollover strategy
• Structural capital improvements
• Tenant mix transformation
• Full repositioning or redevelopment plans

Ready to prepare your center for the second-half retail surge? Request a customized asset strategy review with CRE 360 today.

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