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The Future of Shopping is Here and Now! An Essay by T. Michael |
| Does this sound familiar? Christmas is soon approaching and you gather grandma, your spouse and the kids in front of your 42", high definition plasma TV, equipped with surround sound. (Or perhaps waiting until the price of this new technology comes down a bit) Viewing the Christmas classic., "Miracle on 34th Street" has long been a family tradition but somehow, over the many years, it had begun to lose some of it's charm and lustre. Amazingly, the new technologies in "theater" sound and wide-screen technology has brought this classic movie back to life As you recline in your favorite chair, making sure that your plate of Christmas cookies remain in easy reach, you allow yourself to be taken back to the quaint era of the "Macys" Santa. I feel privileged to have lived through such a magical era that belonged to the children. I remember being greeted by a bell-ringing Santa on the downtown street corner, as I climbed down the steps of the city bus. I miss Christmas parades that focused each child's attention upon magical elves, reindeer and Eskimos rather than politicians and the local TV weatherman.. Most of all I remember standing in that seemingly endless line, nervously anticipating my opportunity to climb the long stairs up to Santa's throne. My mind whirred through the pages of our well-worn Montgomery Ward catalog. Countless visits to this heavy cornucopia of Christmas dreams had trained that tomb to automatically pop open to the toy section on my first try, every time. It was the "Monkey Ward" catalog where I first truly understood the need to research and prioritize. These were skills I'd find necessary to successfully navigate my life ahead. In retrospect, I think it is a shame that the school system didn't understand the lessons learned in reading, math, history and geography that were absorbed through the pages of the Fall and Winter edition of Montgomery Ward. This era that I fondly recall predated the strip malls, which brought several stores to one location, but still really had minimal impact on the heavy downtown traffic. The right combination of stores did make the strip mall a welcome and convenient relief to adult shoppers and it was only a matter of time before shopping malls were projected to be the ultimate shopping experience. It was hard to imagine the convenience of seemingly unlimited free parking with the promise of all the important downtown stores, nestled into a warm, indoor environment. Shopping malls are traditionally a large group of smaller or more specialized retail merchants, such as Blair, Linens N' Things, Fashion Bug, Radio Shack, The Sharper Image or Toys R Us, anchored by large department stores, normally on each end of the mall. These are called anchor stores that still attract the larger share of visitors to the mall with their diverse, department store, selection of goods and merchandise. Retailers such as Macys, Kohls, Target and Sears are often the anchors that attract the masses. Urban downtowns became lifeless at Christmas time as the department store Santa moved his magic throne to the sprawling main corridor of the outlying "Mall". Shoppers scanned the Mall index, mentally mapping their path through the maze of stores with hopes of completing their season's shopping all in one trip. Children eyed the decorations and animated figures that had migrated from the downtown store windows to the ceilings of the Mall. Teens found the environment to be equally ideal. Movie theaters, fast food and the inviting confines of the enclosed mall replaced windy downtown street corners as a place to meet with their friends and with hopes of meeting new friends of the opposite sex. Areas of the malls were being claimed by exclusive groups of kids. What we knew to be cliques now are called gangs and many of America's malls have become somewhat threatening to older shoppers. Thieves observe Christmas shoppers as they park their cars. Cars that are already loaded with the expensive results of a trip to a neighboring mall. These cars have become targeted and often emptied before the shopper has even finished crossing the long parking lot and even entered the mall. A few feeble jeeps patrol this expansive parking lots but every year brings countless heartbreaks to the victims of the new breed of mall pirates. We no longer live in that kind and gentler world of Macy's, "Miracle on 34th Street". Each year we see the closing of more and more "miracle malls". Places that seemed too good to be true are giving way to the same sort of crime that we feared from downtown shopping. Unlike the department stores of a past era, specialized department stores have emerged. Stores that offer enormous selections and great values, offering a more targeted product line. Mega stores such as Circuit City occupy some of the more viable malls that still exist but also stand alone in high traffic areas. At these stores you will find great bargains on items such as televisions, computers, stereos and all of the miscellaneous products necessary to make them work efficiently. Despite the "sale" signs that hang over most every major item that is displayed, we are never quite sure that this is the best price available. We have found ourselves returning to catalogs and newspaper supplements, scanning the ads and making note of the various prices offered on comparable items. From here we are again jumping into our cars and traveling relatively great distances to visit the various stand-alone stores, business' that often share their parking with the mall. So where has the world of retail shopping taken us over these many years? Are we simply traveling in a large circle? The answer is no. We are in the new era of shopping. Online Shopping! The new mall is right here and right now. We can now visit every major name in retail shopping, compare features and prices, place a totally safe and secure order and await delivery within a few days without having to leave the comfort and safety of our own home. All of this is being discovered by millions of new shoppers each year and is quickly becoming the largest and most dependable form of shopping, drawing billions of dollars in retail sales each year. |
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Moonbeam Malls Since 1998
A Division of Moonbeam Mega Mall
Delafield, WI 53018 USA
A Division of Moonbeam Mega Mall
Delafield, WI 53018 USA
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