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Past Retail

Reading this ode to retail as it once used to be - involving contact with other humans, bustle, chaos and all, reminded me of my first holiday season in America. I had not got my driver's license yet and was still enjoying being a new wife, not yet working. My parents were starting to get a bit angsty about me -it had been about six months and I showed no signs of wanting to get back in the saddle. I had started working the week after graduating college and not taken a break until now, about four years later. In my mind, my new life circumstances entitled me to a hiatus. To them, it was early signs of trouble that I was going to some lengths to hide. 

My friend and neighbor N did not know there were any signs to see - she took me at my word, I was taking a break from work, planning what is next. She did not know that I had no mental capacity to plan anything for me because all my energy was consumed by making my new marriage work. She was going Christmas shopping and wanted to take me along - I was glad to join. Toys, sweaters, books, and a myriad of things that I did not know existed or people needed. For many years now. I try to avoid going to stores between November and January. 

Things have changed in degrees over time. The gaiety and joy seems to have evaporated, the shopping has become fragmented between multiple online options and some residual in-store. Retailers have to worry about return fraud of all kinds. For the person receiving the gift the value is minimized because the level of effort is not nearly the same. N could spend hours between multiple stores to find the perfect toy for her nephew. She would try a dozen sweaters before picking the one that she thought her mother would love best. It was a labor of love. The experience counted because it allowed the person to think and imagine their loved many times as they considered the gift options. They were surrounded by others doing the same thing. Clicking the buy-button and getting the thing delivered at some point has none of the qualities that made retail a bit special in the holiday season.

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