Window shopping was entertainment when I was growing up. We
walked downtown streets and gazed through the shop windows at all of their
wares. Fancy dress, jewelry, household goods, shoes, toys, and all the rest. It
was fun. It was dreaming of days in the future when we might actually go into
the stores and buy what we wanted.
Sort of like reading the Sears, Roebuck catalog! The dream
book, we called it. I especially liked checking out the Good – Better – Best
selections and the price differences of each. Somehow I thought that made me a
better consumer! And of course, all young kids in America somehow train to be a good
consumer. It’s practically our religion, don’t you know?
Well, as the years passed by shopping became a task, a
chore, and a very practical thing to do and accomplish. Our lives became more and more busy so buying
the things we needed on a regular basis became a task to be managed. Grocery
shopping was one; and then the shop owner expanded his inventory to contain
even more consumer goods related to the household other than groceries. Pots, pans, kitchen gadgets, cut flowers,
greeting cards and a whole bunch more. One stop shopping. Then came drug stores
included in the same space. Along with that came glassware, school supplies,
cameras, film processing and still more consumer goods. Cosmetics became a huge
portion of most drug stores.
Retail shopping evolved. With the rise of drug store
emporiums, the Dime Store disappeared. With full service grocery stores, huge
mega food stores were introduced. Then Wal-Mart’s and their department store
approach. They even included Christmas trees in the winter to replace the full
garden store during summer months.
Catalog sales began to slump. Then the internet arrive on
the scene and catalogs disappeared entirely except for specialty markets. Even
those, however, are hanging by a thread as websites take over catalog shopping.
In the old days (not all that long ago!) we took weekend
short trips to suburbs with shopping areas built around themes. Old
Small Town
was one such theme. Long Grove ,
Illinois , is a good example. Old
shops, or new ones made to look old, lined several streets. Specialty goods
were ever present. Cute merchandising displays made the stores even more
attractive. If you closed your eyes, or maybe squinted them, you could feel you
were in a small town emporium of 60 years prior! Fun. Shopping as entertainment.
And boy did we spend. We decorated our homes with such
goods, even redesigned the décor. Of course this required more shopping and
return trips. Lunches in small dining rooms with precious wines and crockery,
heightened the experience. Old ladies abounded. Old guys, too, as they toted
the bags of the ladies. Shopping bags and boxes lugged from store to store and
finally to the parking lot and to the back seat of the car. Lots of stuff. Lots
of fun. Lots of entertainment.
We revisited Long Grove this past Sunday afternoon. When we
arrived, plentiful parking greeted us. And empty stores. Sad peeling paint and
dirty smudged windows. Weeds in the sidewalk. Very few shoppers. A shoppers’
paradise in full decline. How very sad.
We encountered a local shop keeper and she admitted times
had been tough through the recession. She claimed four new stores were coming
next week so things might be turning around. Somehow, she lacked the zeal that
would make this a true prediction.
The phrase “shopping as entertainment” kept running through
my mind. I remember being entertained by the shopping experience. But not
recently. No, not recently.
With the recession, aging of my body, and retirement
accompanied by restricted income, shopping is very much NOT an entertainment
for us. Evidently we are not alone. A lot of people are no longer shopping as
entertainment. Thus the Long Groves are disappearing. Perhaps future theme
parks will blaze on the scene a la Disneyland ?
Maybe. Maybe not.
The retail shuffle has eliminated many retailers. Only
specialty shops remain, and some thrive in special locales. It is now even more
a science and art in selecting retail space if it is to be successful. Most are
not. Successful that is.
No, the website/internet/shopping experience has replaced
old-time retailers. Consumers have found their new store in the comfort of
their home in front of a keyboard connected to a screen. There they explore the
full range of goods offered for sale. There they are able to familiarize
themselves with all the features of the products. Once selected and purchased,
the goods are shipped quickly to the home. If you bought enough in the one
visit, shipping might even be free! What
a deal.
For people like me, I often need to see, feel and measure
dimensions of the goods before buying. So a visit to a store is likely a future
trip for me. Trouble is, where are the stores located? Well, the internet will
come to my rescue once again. Perhaps I’ll just buy the thing now over the
website? Sure. That will do. Think of the gas I just saved!
July 31, 2015