It’s a weird time for suburban New Jersey. You drive down Route 18, and it’s a gauntlet of strip malls, car dealerships, and traffic lights that seem to stay red just a little too long. Then you see it. The sprawling parking lot and the massive sign for Brunswick Square Mall. If you grew up in Middlesex County, this place was basically your second home. It wasn’t just a spot to buy jeans; it was the social headquarters for East Brunswick.
But honestly? The "mall is dead" narrative is a bit of a cliché at this point.
We’ve all seen the YouTube videos of urban explorers walking through echoing, abandoned food courts. Brunswick Square isn't that—not yet, anyway—but it’s definitely in that awkward middle ground. It’s a survivor. While the nearby East Brunswick Mall (often confused with this one) basically vanished into history, Brunswick Square Mall has kept the lights on through multiple recessions, the rise of Amazon, and a global pandemic that changed how we touch things.
The Reality of Shopping at Brunswick Square Mall Today
Let’s be real for a second. If you’re looking for a high-end luxury experience where you can drop five grand on a handbag, you aren’t coming here. You’re going to Short Hills. Brunswick Square is, and has always been, the "everyman" mall. It’s functional. It’s local.
The mall is currently anchored by Macy’s and JCPenney. Those are the stalwarts. When JCPenney hit those bankruptcy woes a few years back, everyone in town held their breath. Losing an anchor is usually the first domino to fall in the "dead mall" cycle. But the East Brunswick location made the cut. It’s still there, smelling faintly of new towels and perfume samples.
Then there’s the entertainment factor. This is where the mall is trying to pivot.
The Starplex Cinemas (now an AMC) was a massive deal when it opened. It changed the mall's gravity from purely retail to "somewhere to hang out on a Friday night." It’s still a huge draw. You’ve also got Barnes & Noble, which is arguably the heart of the property now. In an era where physical bookstores are supposed to be extinct, this one stays busy. There’s something about grabbing a coffee at the in-store Starbucks and browsing the Criterion Collection that just feels right. It’s one of the few places in the mall where people actually linger.
🔗 Read more: Marie Kondo The Life Changing Magic of Tidying Up: What Most People Get Wrong
What Happened to the Old Vibes?
If you remember the 90s or early 2000s, the mall felt different. It was denser. You had the Disney Store. You had FYE. You had that specific smell of Auntie Anne’s pretzels mixing with the chlorine from the fountains (RIP to the fountains, by the way).
Today, the layout feels a bit more "airy," which is a polite way of saying there are more empty storefronts or non-traditional tenants. You might see a local dance studio or a community resource center where a Gap used to be. This isn't necessarily a bad thing. It's actually how these mid-tier malls survive. They become community hubs rather than just shopping centers.
The food court is another story. It’s smaller than it used to be. You’ve still got your staples, but the days of every single slot being filled with a different international cuisine are gone. It’s mostly about convenience now. You’re there to grab a quick bite while running errands, not to have a four-course meal under a skylight.
The Route 18 Competition
You can't talk about Brunswick Square without talking about the "Route 18 Corridor."
East Brunswick is a nightmare for traffic, but it’s a goldmine for retail density. Within five miles of the mall, you have a Target, a Kohl’s, a Walmart, and every fast-food chain known to man. This is the mall's biggest challenge. Why walk a quarter-mile from a parking spot into a mall when you can just pull up to the front door of a Big Box store down the street?
The mall has to offer something those places don't. That’s why the lifestyle aspect is so important. You go to Target to buy laundry detergent. You go to Brunswick Square to kill two hours, see a movie, and maybe find a pair of shoes that actually fit because you can try them on.
💡 You might also like: Why Transparent Plus Size Models Are Changing How We Actually Shop
Who Actually Owns This Place?
Ownership has been a bit of a revolving door over the decades, which is common in the REIT (Real Estate Investment Trust) world. For a long time, it was a Simon Property Group staple. Then it shifted to Washington Prime Group.
Financial stability in the mall world is tricky. Washington Prime went through a Chapter 11 reorganization recently. When news like that hits the local papers, people start speculating about the mall closing. But "restructuring" isn't "closing." It’s basically moving numbers around on a balance sheet to keep the doors open. For the average shopper in East Brunswick, the ownership drama doesn't change the fact that the doors are open at 10:00 AM.
Is Brunswick Square Mall Safe?
This is a question that pops up on local Facebook groups and Reddit threads way too often. There’s this weird perception that malls become "dangerous" as they get older.
Honestly? It’s fine.
Like any high-traffic area, things happen. But East Brunswick Police are notoriously proactive. The mall has its own security detail. It’s still a place where you see seniors doing their morning mall-walks and parents pushing strollers. The "danger" is mostly just suburban legend fueled by the sight of a few empty storefronts. A quiet mall isn't a dangerous mall; it’s just a quiet one.
Why You Should Still Care
If we lose Brunswick Square, we lose a lot of tax revenue for East Brunswick. We lose jobs for local teens. And we lose one of the few indoor spaces where you can exist without having to buy something every five minutes (though the security guards might give you a look if you sit on a bench for four hours).
📖 Related: Weather Forecast Calumet MI: What Most People Get Wrong About Keweenaw Winters
It’s a piece of local history that’s still breathing. It’s seen the rise and fall of KB Toys, the heyday of Victoria's Secret, and the weird era where every store seemed to be selling those fidget spinners.
How to Make the Most of Your Visit
If you’re heading over there, don’t expect the Mall of America. Go for the specific stuff.
- Check the Movie Times First: The AMC is the best reason to visit. Get your tickets, then kill 30 minutes at Barnes & Noble.
- Hit the Perimeter: Some of the best stuff is actually on the outparcels or the edges. The restaurants attached to the mall often stay busy even when the interior is quiet.
- Macy’s Backstage: If you’re a bargain hunter, the "Backstage" section inside Macy’s is actually pretty solid for finding weirdly cheap home goods and clothes. It’s like a TJ Maxx inside a department store.
- Support the Small Guys: You’ll notice some non-chain stores popping up. These are often local entrepreneurs trying to make a go of it. Give them a look.
The Future: What’s Next for 751 Route 18?
The future of Brunswick Square Mall probably isn't "more retail."
If you look at what’s happening with malls across the country, the trend is "mixed-use." Don’t be surprised if, in five or ten years, parts of that massive parking lot are turned into apartments or medical offices. We’re already seeing it in places like the Moorestown Mall or the old Echelon Mall (Voorhees Town Center).
By bringing people to live on the property, you create a built-in customer base for the remaining stores. It’s a survival tactic. It’s about turning a shopping destination into a neighborhood.
For now, the mall remains a quirky, slightly nostalgic, mostly functional part of the East Brunswick landscape. It’s not the glitzy palace it was in 1985, but it’s still standing. And in the world of retail, staying standing is a victory in itself.
Actionable Steps for Locals
- Visit during off-peak hours: If you hate crowds, Tuesday evenings are eerily peaceful. You can basically have the whole place to yourself.
- Use the Mall for Walking: If it’s 20 degrees outside or pouring rain, the interior perimeter is a great way to get your steps in without a gym membership.
- Check the Event Calendar: The mall still hosts seasonal events, photos with Santa, and sometimes local craft fairs. It’s one of the few times the place feels like a "town square" again.
- Don't Sleep on the Library: While not "in" the mall, the East Brunswick Public Library is nearby and world-class. Pair a mall trip with a library run for a peak East Brunswick afternoon.
The mall isn't going anywhere tomorrow. But it is changing. The best way to keep it around is to actually use it. Buy a book, see a movie, and maybe grab a soft pretzel for old time's sake.