On Monday’s I work behind the counter in a small gift store that I own. Last Monday I visited with a woman who owns a horse and saved for many years to have that privilege. I asked how her weekend went and she said not so well, her horse has a large tumor and I listened about how they found out she had something going on (the mare was kicking out whenever anyone would ride her) and how the only place cancer appears in horses is on their ovaries. When she left she said to me, “I knew it would be ok to talk to you about this.” She teared up and so did I. I believe that the business that I have flourished in and enjoyed to the max, my chosen profession is about to end, and It is these one on one community transactions that I will miss. And I believe these changes are happening all over our fair city, small local shops are closing, and I wonder what will take their place within each community or neighborhood. Shopping has historically been a form of entertainment and socializing in the United States, we are witnessing a shift from this. I do not think this is necessarily bad, but I want to look at it, not in the middle of the night with stressful obsessive thoughts but with a helicopter view. I am in the midst of that hover.
Our first quarter in 2019 at this small neighborhood gift shop is down $45,000, this is unheard of and nothing like what I have ever experienced. A rapid decline in retail does not happen, we are consistent. Whenever I consult with new store owners I say, “never focus on the bad number days, move on from them quickly and another good day will be in front of you and make up for it”. It always works out and I can astonish my accountant with predictable slow growth. But this is different, this 3-month plummet has my assistant, the store manager and me, the boss, scratching our heads. The reasons fascinate me. Not in order to tackle them but to have an explanation, an ah hah moment that wraps it all up in a neat package of understanding and insight. There are big changes that I have seen slowly happening and small ones that have happened more recently. There are societal changes within the big “shopping retail picture” and micro changes within my neighborhood. Why would my numbers be down 25% when I have not changed any aspect of the store?
Big Picture
Time: a priority is time, what is the easiest, fastest way to buy a gift. Just a few years ago when customers found out I gift wrap they would say, “OMG thanks!” Now the question I am asked is “how long will that take?
Curator: I am a curator for some customers to take a picture and order online either for convenience of not having to carry it around (think tourist and a bulky purchase) or someone who shops to only buy at the cheapest price. We are competitive with Amazon, but I am sure not the least expensive. I often hear while someone is snapping shots, “I am just getting ideas.” I do not stop photos in the store, it seems difficult to monitor and intrusive. We aim to be a positive experience within your day that enhances your energy and sense of well-being. I do not think the end result of someone not buying directly from us dawns on the customer that is chronicling what they intend to purchase online.
Robot Minds
The shopper is different, some are not interested in a browse or discovery but are much more interested in single purchase problem solving. I hate generalities, but I do not think our constant screen gratification is expanding our minds or patience. I have spoken with other store owners regarding this change in mentality. It is as if you want to be able to type in somewhere within our four walls what you are looking for (for instance gift for 6-year-old) and then have it miraculously appear on the counter with no culling or choices made by you. No bother or discovery.
Marie Kondo
Marie Kondo’s Netflix series is definitely influencing what one acquires. Her mantra of clearing out and only owning what gives you joy is on everyone’s mind. Tidy means less stuff. I am fascinated with this influence and how far reaching it is into our future and our past.
Our present political arena
It is an arena. I know that the world & national politics has left everyone dismayed in our liberal city. I try not to generalize but it is true. When basic tenants like truth and freedom of the press are messed with I am not sure buying a mug for your roommate that is perfect for her or a surprise bouquet of flowers for a friend will pop you out of that malaise. When be afraid is shouted at you constantly from many directions, do you want to luxuriate in a gift store to get away from life’s trials? It seems a bit superfluous.
The experience versus object
I spoke with a store owner who is very creative with events and experiences within his store, he emphasized that actual purchases of “stuff” is down but workshops and “do it yourself” in store projects are soaring.
And the elephant in the room, Amazon. Amazon has changed brick and mortars the same way that Ebay changed shopping at Flea Markets. The sorting, the search the discovery is all different now. In my 20’s and 30’s I had different collections, (not just me it was pretty common) I have had collections of Roseville, Frankoma, damask tablecloths, brown and dark green vintage tablecloths, etched tumblers, Fiestaware, Mexican hinged bracelets (especially if they had a swirl). If you visited a flea market or, an antique barn you would carefully search for items to add to your collections. The only thing I still collect are vintage tumblers. They break often. Then in 1995 Ebay began, I was a kid in a candy store, feeling the power of just typing in what I was looking for and then opening up the often cigarette smoky smelling box. Flea markets seemed provincial and difficult by comparison.
And Amazon, I remember one of my joys when I lived in Manhattan was going to this store downtown that literally felt like it had everything. Not clothing but all things for the home, not fancy but practical. Their inventory must have been huge. I loved going there when I needed a curtain rod or colander or a throw rug for the kitchen. It was full and bustling. The people that worked there were extremely friendly. I cannot imagine a store like that now, if you need a pasta pot, how far away is the store that might have it? When I am behind the counter I get asked all the time where would I go to get…..? I often do not know the answer. Amazon, I guess. I went into an Amazon brick and mortar store in Soho recently with my daughter, I was dismayed, it was as if Heartfelt had been created by statistics and a robot. There was a card section and a housewares section, toys etc. I was disturbed and I said to Kris, “that is like Heartfelt” and she said “no, mom that is a Heartfelt algorithm.” I instantly got what she meant.
Competition
I have competition now, I did not for many years and now I do. This happens.
Rain
The weather has been relentless, which is good we are out of drought conditions. But takes its toll on foot traffic.
And a wonderful, community spot comes to a close, I cannot imagine my kids wanting the amount of grunt work that a store entails. It is round the clock and yet I have loved all twenty years of opening our door to the magic and wonder that our shop provided for young and old. I will miss the stories the most, the endless stories.
📝 Read this story later in Journal.
🌎 Wake up every Sunday morning to the week’s most noteworthy stories in Society waiting in your inbox. Read the Noteworthy in Society newsletter.
