the grinch who sold christmas

I recently wondered why the heck pimento was so popular in the 50’s and 60’s and a friend’s mother was kind enough to explain that really, it was so nice to have some colour to add to dishes. Remembering, of course, that it’s not that long ago that produce was bought when it was in season and then offered canned or frozen for the rest of the year - well you could buy something called a tomato out of season, but mostly it was a knotty, green, tasteless round thing that was called a ‘tomato’.

Fast forward to about a month ago. Back to school promotions started showing up at my local grocery and drugstore chains (incidentally owned by the same company now). Being neither a child or a parent I was still shocked. Sort of. I did a quick calculation. We were about 8 weeks out from the start of school. Back in my retail days you calculated about a 6 week start to the next big ‘holiday’ event so this sort of made sense. On the proverbial other hand, what kid wants to be reminded of school when vacation is only half way through!

While ranting about this on social media someone pointed out to me that Costco had Christmas out at that time too. Calculating again I pointed out that technically Costco is a wholesaler catering to retailers, so having Christmas gear out in July sort of made sense. Yes it seemed out of place, but for all those who remember the annoying reminder of the ‘Days until Christmas’ sign along the Don Valley Parkway in Toronto all those years; Christmas was always coming.

‘Life moves pretty fast’ and in a consumer driven market, the chase is always on to the next season. But start backing it up, to buyers, manufacturers, designers, colour specialists and really, they’re working in terms of 3 to 4 years ahead, so your 6 to 8 weeks is just the final piece of a very long chain that leads to you picking out that particular tomato red sweater for your bestie this Christmas.

At this point I’m pretty stoked that I managed to work a partial Ferris Bueller quote into a post. I also spent some time trying to track down an image of the old Days to Christmas sign on the DVP and fell into a vortex of old Eaton’s catalogue images and only just came back up for air.

Consumerism requires that we shop when the goods are available, but they’ve also taught us there’s a very slim yet attractive period of the end of season sale and the then not for the faint of heart end of season clearance. But if you leave it too long you’re just plain out of luck. Take it from me - the year my coat zipper busted in February was the year I learned to layer. Now like a good Canadian I didn’t have just one winter coat, but still. And I do know how to sew, so if I was really stuck. Okay, my point was, it’s tough finding a winter coat in February because we’re already into prime spring selling and we don’t wear winter coats in spring. Except maybe in most parts of Canada. Because, after all, all this is based on some sort of completely idealized image of season’s and needs. Now back to the catalogues. Which if they are to be believed - that Christmas of 1908 was one dark holiday.

This is not yer traditional red jolly Santa now is it?

I can't find a single image of the old Countdown to Christmas Sign on the DVP, but the bra page of old catalogues, no problem.

is it a 'video killed the radio star' thing?

Retail is a finicky thing.  Betting the farm on the whims of a fickle buyer and the ever fluctuating trend.  Very few models are bulletproof, and building a reputation is that magic elixir of well planned marketing, a lot of good old work and a generous pinch of magic fairy dust.  So why is it when the now dusty or dysfunctional giants of the past shutter their doors are we so nostalgic about it?

I expect the answer includes some left over bit of fairy dust.  But are we putting too much emphasis on what once was and not evaluating what is?  Or do we only create nostalgia when we no longer shop there?

Over the past few months Toronto lost both the majority of the urban Sear's stores, the legendary Honest Ed's and very shortly mall staple, Jacob.

At first blush it seems like old institutions had had their day. But if this is my argument then why are we watching HBC resurrect itself, arguably, again.

Before Jacob, there was Cotton Ginny, or as we called it at the end, Polyester Ginny, both radically changing a well liked brand to their eventual decline.  Cotton Ginny tried to reach out beyond the basics and cotton, and it wasn’t what their customer wanted.  Jacob closed their casual store front, upped their prices and eradicated that pesky size XL from their offerings.  The quality also significantly deteriorated.  The shop was less and less full; those of us who enjoyed the casual line or needed that XL size had been abandoned.  All the while the sale section got bigger and was the first place many customers headed whenever I was in the store, myself included.  After not shopping there for several season’s I happened in recently and noted that the pricing was still more than I wanted to pay and the store wasn’t full for a weekend day.  Two days later the company announced its bankruptcy. 

Honest Ed's demise, looks from the outside to be the victim of the dollar store phenomenon and a bit of disinterest.  As in, the Mirvish's younger weren't all that interested and got an offer on the property they decided not to refuse.  Granted this is a very oversimplified answer.  But I'm not a customer of theirs, having last graced their door sometime in the mid 90's and being willing to pay just a little more for something of better quality I never went back.  I didn't get the appeal.

Sears Canada is an entirely different kettle of fish. An odd fit for downtown Toronto from the start, they set up shop in Eaton's old Toronto Eaton's Centre location shortly after Eaton's bit their own dust.  (Having worked at Eaton's TEC store in the early 90's I have some insight into what-the-what happened there, but back on point.)  Sears took up trade with modest renovations of Eaton's tired space, essentially used Eaton’s same merchandise floor plan and never really stepped it up.  It was handy if you needed a mattress or to look at vacuums, but the balance of the offerings didn't really appeal to an urban market.  As the mall upgraded their store mix and retail in general did well through the early 2000's Sears just sat there getting dusty and providing a handy hallway between the mall and the subway entrance.

If you're partial to analysis having the physical store be in competition with your catalogue was an odd choice, considering you could pick up your catalogue orders there.  And truthfully in a large centre the idea of paying for the order processing never sat well with me.  If you're partial to rumour there's a lot of accusations of using the division as a corporate type of ATM thereby devaluing the entire thing.  Oh and that stuff about an 'Ayn Rand' business philosophy used by people with 'C's' in their title.  An idea that is so farfetched I'm going to leave it over there rather than to make any sort of sense of it.

Eaton's also failed to innovate & renovate, held an entirely too large management team (people working in the walls as we called them) and a huge shrinkage and theft problem.  Yes that’s my perception, but not all of it is unfounded.

So why are we so upset when these giants fall?  Are we harbouring a nostalgia, which by definition, is no longer the reality?  Did we really think they would pull their socks up and get it sorted out or are we stubbornly hoping things never change?

By way of placing myself into a particular part of the city's history I was a very little girl when I both went to the closing of the Eaton's College Street store and then visited their new TEC location.  Later, I did at first find it weird to go to my old work location and find it was a Sears, but I got over it.  And in both the case of Eaton’s and Sears, by the time they were ready to close I wasn't shopping at either of them.

Perhaps the potential of something new in their place placates our loss?  But the new entrant is another enterprise fraught with uncertainty.  I don't know a single person who was sad to see Zeller's go but then again Target hasn't quite been a direct hit either.  I'll write soon about the anticipation by Canadians of US retailers and how we sometimes have to be careful with our expectations.

So I guess it is nostalgia. I have fond memories of the small town Woolco of the 80's but if I went there now would I be impressed?  I still sorta wonder if Cotton Ginny would have lasted now that so many retailers have decided to carry expanded size lines.  Although we still have some work to do there, but another time, another blog post.  It seems time and exposure to more choices does temper out expectations.

And sometimes, it's just that, the times, they are a changin'.

The now famous Honest Ed Signs