Holiday Shopping Hours Bring Nostalgia Back to Boomers

The Black Friday kick-off of the holiday shopping season has continued to expand since the days of our boomer youth, when Black Friday referred more to the traffic snarls generated by families out to see holiday decorations in the city than a juggernaut of holiday shoppers (see Boomers Made Black Friday). For the first time, many stores chose to begin their Black Friday promotions on Thanksgiving Thursday this year, prompting hails from some and jeers from others. Now, this past week, Toys R Us announced its flagship store in Times Square, New York City, would remain open 24 hours a day right through the month of December until Christmas Eve.

Holiday shopping hours are something that have continued to change with the decades. In the 1950s and ’60s, it would be next to impossible to find a store open on Thanksgiving (except for bakeries and gas stations). The same was true for restaurants. As far as Black Friday, the day after Thanksgiving wasn’t as developed a marketing maelstrom as is it today, so many stores kept their regular Friday hours. Those regular hours were quite a bit different than the holiday shopping hours of today, too.

When Mister B was in his formative years, he recalls that Sears Roebuck and Co. — the largest and one of only a few national stores in his area — was not even open every night of the week. Sears was open only on Tuesday and Friday evenings, and therefore all the other stores that inhabited the outdoor mall (this was long before indoor malls), followed suit. Years later, when Mister B started his working life in minimum-wage retail, this evening time was known as the “after dinner rush,” when families would come out shopping between the hours of six and nine p.m. And the key word there is, indeed, families. Since families each had one car, shopping “trips” were an excursion that required that the entire family be present. Holiday shopping would almost always follow this convention, with the family splitting up inside a department store or mall, marking a spot and time to meet-up. Some of the children (usually the boys) would be assigned to shop with their father, while others (usually the girls) would shop with their mothers.

There was no exception for weekends, either. Stores frequently closed at five or six p.m. on Saturdays, and in the early days weren’t open at all on Sundays. Many areas had blue laws prohibiting commerce on Sundays, and that didn’t begin to change in Mister B’s area until the late 1960s. By the mid-’70s, evening shopping hours were the norm, as was Sunday shopping. However, Sundays were limited to half-day hours, which was usually noon to five p.m.

Our entire culture has changed dramatically since we were young boomers, and that is reflected in our shopping patterns. In our early days, holiday shopping was a process — one shared by a family and designed to absorb the sights, sounds and smells of the season. Today it appears holiday shopping is all about the quickness of a bargain, and “getting it done.” Houses were much smaller in our day (see Boomers in the House: Square Footage Changes With the Generations), and it goes without saying that the size of the closets we grew up with are a complete non-starter with today’s families. Simply put, we had less space, and fewer things. Holiday gift giving, therefore, in some ways required more thought. The shopping experience forced us to think of the recipient, not only in terms of his or her likes and dislikes, but in the utility and usefulness of the gift. There were very few “must-haves” when we were children (though Saturday morning cartoon sponsors may have had a little to say about that), prompting gifts that may have missed the mark at times, but were always thoughtful.

The question then arises, is one better than the other? Times have changed so dramatically that it seems inevitable that holiday shopping hours would have to accommodate the schedules of today’s two-income households. In our day, we simply went to the stores when they were open. Moms generally didn’t work outside the home, and kids came home after school. Now, work schedules have expanded and kids’ schedules are also a big factor on when the family might even be available, let alone all go shopping together.

Nonetheless, as we speed forward through this holiday season, Mister B suggests you try to inject some of this nostalgia back into your family’s shopping. The holiday shopping of our youth is still available in most areas, thanks to small business districts. The windows of these independent businesses are the first places we as boomers saw animatronic figures, electric trains and doll houses, all decked out in holiday style. They are the places we kept in our heads when we dreamed of Santa and what might be waiting for us on Christmas morning. If you pause to rediscover these shops in your area, you’ll see that the holiday shopping of our youth is alive and well; many will gift wrap for you, and always they will give you service with a smile and wish you the merriest of seasons.

How about it, boomers? Was holiday shopping an experience that shaped your holiday traditions or an annual ordeal?

Christmas Shopping the Boomer Kid Way

As young children, we boomers faced many challenges when it came time to shop for Christmas. Our first challenge, of course, was transportation. As youngsters, we were at the mercy of our parents. Once we got to be eight or so, walking (with our neighborhood group) to any stores within a couple of miles became possible, but in earlier times, the family car was it. “Family car” was singular, because it was extremely rare for a middle-class suburbanite to have more than one car in the 1950s and 60s.

In that era, stores were not open every night of the week. More than likely, they were open two weekday evenings, plus Saturdays … and never on Sunday. With dinner being served between 5 and 6 p.m., that left little time for actual shopping since stores would close promptly at 9 p.m.

When it came time to jump into the car and visit a store, chances are it was to a major department store. Montgomery Ward, J.C. Penney and Sears, Roebuck and Company were the biggest, though there were regional department store chains that had also expanded to the suburbs. The different departments gave each member of the family the opportunity to search for something on their list.

The typical plan of action was to split up into two camps, with some of the children going with the father, the others with the mother. It was not unusual for families to have two to six boomer children in tow. Splitting up enabled the children to shop for the siblings or parent they were not attached to at the moment.

Children were expected to use their own money to purchase gifts. It helped those who received an allowance to learn the virtues of savings. Mister Boomer did not receive an allowance, so money at the pre-teen age came by way of birthday gifts from grandparents, snow shoveling and pop bottle redemption. Sometimes a parent would sweeten the pot and contribute a few dollars to Mister Boomer’s Christmas fund.

For many families, including Mister Boomer’s, the Christmas shopping season was not complete without a visit to Downtown. There, children could visit the “real” Santa, since we all knew the suburban stores only used his helpers. Even more, families could make a day or evening out of viewing the holiday decorations and window displays. Dressed in snow suits and galoshes, our mittens were attached to our coat sleeves by way of clasps on either end of a small piece of elastic. We’d trudge through the snow and marvel at the festive lights, giant snowflakes and ornaments hovering on lampposts, and garlands of evergreens scenting the air with the unmistakable aroma of the holidays.

The major department store that sponsored the Thanksgiving Day parade always had the most elaborate window displays. Animatronic characters in seasonal tableaus told a story in each window. Macy’s, in New York City, had begun the tradition of holiday window decorations in the late 1800s as a way of luring more Christmas shoppers. Now, in boomer time after the War, Downtown stores took up the banner as a way to lure the new suburbanites back Downtown. For the most part, it worked.

Mister Boomer vividly recalls one such Downtown visit. After the obligatory visit to Santa (Mister B was a non-Santa believer by then, thanks to his skeptical nature even at age six, but the final straw came by way of his brother’s prodding), Mister B and his sister were lead to a special “Children’s Shopping Land.” The store had sectioned off an area where parents weren’t allowed, and children could shop on their own. Mister Boomer walked through the entryway of giant candy canes, holding the hand of his younger sister who trailed behind. Inside, a single aisle snaking around displays kept children moving in the right direction, with helper elves along the way. Display bins were filled with low-cost items children could afford. Getting near the end, Mister B hadn’t found anything he deemed acceptable. Finally, he hovered at a bottle of bubble bath for his mother. It was a large, opaque white glass bottle with a flower painted on it. His indecision, though, sprang from the price – it was above the budget he had in mind. After some whining from his sister, Mister B decided to purchase the gift. The path lead directly to the checkout register and ultimate exit, where parents could collect their children. Mister B’s parents did just that, but his brother said the children weren’t done shopping yet. Taking charge of Mister B and his sister, he lead them to another area of the store.

Mister B’s brother had seen a Norelco electric shaver — the same one that was advertised on TV — that he thought would be the perfect gift for their father. There was no way he could afford the gift on his own, so he needed his two siblings to contribute to the purchase. Arriving at the counter, a good-natured man in a white shirt and tie removed a hard-shelled, rounded corner case from the display and opened it for us to view. An electric shaver with pivoting circular blades appeared. It was a true symbol of modern man, and what they wanted for their father. Gathering their last bit of dollars and change, they were just able to come up with the cost of the gift.

This is the actual commercial that had caught Mister Boomer’s and his siblings’ attention.

Arriving back at the designated meeting spot, the family made their way to the store exit as the announcement was made for closing time. They quickly made their way through the revolving doors; all but Mister B, that is. He had hesitated. The whirl of the doors was just too much for him. The speed was too fast and it didn’t seem likely to him that he would make it through. Now on his own on one side of the door while the family was on the other, they urged him to “come on!” but he froze in place. Finally, with more shoppers gathering behind him, he garnered the gumption to step into the whirling doors. He entered with such conviction that as his arms reached up for the door handle, the bag containing his bubble bath gift swung like a pendulum, abruptly stopping at the glass with a large, ominous crack. “Oh NO!” he thought, but there was no time to dally, he had to get out of the door. Stepping into the outside, the family began their walk back to the car. Mister B, trailing back a few steps, carefully reached down and felt the outside of the bag. It seemed OK. Evidently his family, focused on coaxing him through the door didn’t notice this secondary drama going on, so it looked as if he might get a pass on his latest bout with clumsiness.

Once home, Mister B took the bubble bath bottle from the bag and carefully inspected it. It was a Christmas Miracle! The bottle remained completely intact. All that was left was to wrap it and place it under the tree.

If you can’t find some Christmas gifting in this clip to relate to, you probably aren’t a boomer.

Mister B cannot remember what his mother thought of the bubble bath. But attending his father’s funeral a couple of years ago, Mister B came across the Norelco shaver in his parents’ house. Bearing the marks of years of use, it was still in its case as it was when the Boomer children wrapped it up a lifetime ago.

How about it, boomers? Is there a gift you purchased that you can point to that helps define your early boomer years?