The ICSC Florida 2025 convention brought together more than 4,000 industry professionals in Orlando for three days of deal-making, trend exploration, and networking. The event highlighted Florida’s outsized role in retail, with nearly 1.3 billion square feet of inventory, representing 11% of total U.S. retail space, and accounting for 26% of new supply in the first half of 2025. Statewide vacancies have held below 4% since 2021, reflecting strong demand and limited availability. However, asking rents grew 0.9% in the first half of 2025, more than double the national average, underscoring the state’s resilience and continued outperformance.

Against this backdrop, retail leaders shared forward-looking insights on the evolving marketplace and the industry’s future. Here are 10 key takeaways from ICSC@FLORIDA:

1. Rates Remain the Wild Card: Interest rates continue to dictate deal velocity. A modest 25–50 basis points cut could encourage more net lease activity, but spreads and lender caution still constrain capital flows.
2. Sales Tax on Commercial Leases Eliminated: Starting October 1, 2025, House Bill 7031 will remove Florida’s sales tax on commercial leases. The policy is expected to save businesses roughly $1.3 billion annually, lower occupancy costs, and enhance the competitiveness of Florida’s retail and commercial markets.
3. Florida Continues to Attract Capital: Investors prioritize Florida thanks to population growth, high occupancy, and favorable demographics. Family offices remain especially active, treating Florida as a long-term generational wealth play.
4. Buyers and Sellers Are Still Far Apart: Supply of listings is outpacing demand, with sellers holding firm on pricing while buyers initially seek deeper discounts. Most deals eventually settle closer to asking, underscoring the resilience of well-located assets.
5. Flight to Stability Is Evident: Ground leases with blue-chip tenants like McDonald’s and Chick-fil-A continue to command premium pricing, reflecting investor appetite for certainty and tax-advantaged wealth preservation.
6. Market Opportunities Require Nuance: Sarasota, Wesley Chapel, and Orlando’s suburban corridors are growth hotspots. Meanwhile, data centers may be overhyped, while value-added retail remains attractive but hard to source.
7. Patience Will Pay Off: Panelists stressed persistence, noting that slow markets often set the stage for bursts of deal activity. Owners were encouraged to address portfolio needs proactively rather than waiting on loan maturities.
8. Social Media Is Driving Real-World Deals: From LinkedIn thought leadership to Instagram storytelling, brokers use digital platforms to generate calls, meetings, and deal flow. The focus is shifting from “likes” to meaningful offline engagement.
9. Audience Definition Matters in CRE Branding: Successful social strategies hinge on knowing who you’re speaking to—CEOs, brokers, or local communities. Tailored content is proving more effective than one-size-fits-all messaging.
10. Generational Spending Power Shapes Strategy: Boomers and Gen X still control most U.S. wealth, while Millennials and Gen Z drive demand for experiential and “enjoyment retail.” Landlords are curating tenant mixes to resonate across age groups.