The Department Store
They had everything, from clothing to appliances, from furniture to dry goods, paint to hardware, electronics to baby products, books, jewelry, cameras….you name it, the Department Store stocked it. And in their glory days, they just didn’t sell stuff; they hosted concerts, lectures, classes, displays, and art shows. They became cultural hubs in the cities they inhabited. They sprang up along with the Industrial Revolution, and they literally transformed city life. The suburban mall was way off in the future; heck suburbs were way off in the future! They sprouted up in every major city in the world, from Harrods in London to Printemps in Paris. But no city had as many as New York. The first was Stewarts which opened its doors as early as 1846, followed by Macys in1858, Bloomingdale’s in 1861, B.Altman in 1865, S.Klein in 1905, Ohrbachs 1923 and Korvettes in 1948.
Over the years, many stores that started elsewhere, moved to mid town as well: Gimbels, Nordstroms, JC Penney, Sears and Montgomery Ward saw the advantages of having a branch in what was an increasingly lucrative market.
Growing up, a few square blocks around Herald Square on 34th street, boasted five of the largest: Macys, Gimbels, Korvettes, Ohrbachs, and Montgomery Ward. If you couldn’t find what you were looking for in one, all you had to do was walk a half block or so, and check out another one. Need less to say, you could spend a whole day just bouncing around sampling all these establishments had to offer. There were of course differences in both the quality and quantity of what was offered. When Dad would take us on one of those clothing expeditions, when new sports jacket was required, we often would start at the more affordable JC Penney or Korvettes; then if we struck out there, the next tier up was Gimbels or B.Altman, and then if we still hadn’t found anything suitable, we would kick it up a notch and enter the sacred halls of Macys, where invariably we would be successful (of course all this was after we had checked out the Howard Clothes store first, as that’s who Dad worked for!!). Macys also had a first rate Kitchen ware department that Mom loved to peruse each time we went, not to mention a food court with some to die for pastries, and a classic tuna salad on cranberry bread sandwich!
The holiday season of course was huge to these stores; a successful season could make the bottom line for the whole year. At that time of year, all the stores decorated their windows that looked out onto the street, and it was a fierce competition (hey it’s New York after all), to be the best, to attract the biggest crowd, clogging the sidewalk, spilling out into traffic. Over the years, we saw some pretty imaginative displays, some depicting a story for instance, like A Christmas Carol, or Rudolf the Red Nosed Reindeer, some just dazzling with color, and sparkling lights displayed on mighty fir trees that somehow fit into the window space (they looked “mighty” to a kid anyway), and some just highlighting the products the store wanted to move that year – a brand new television, or a radio, or heck even one of those brand new waffle irons, or for the homemaker, what better gift than a new iron to make the daily chores easier? (try that today and see how it goes).
But as fun as those sidewalk displays were, for a kid, there was nothing like visiting the toy department. Each store of course had one, but they could be quite different from each other. And at Christmas time, every one of them devoted a huge amount of floor space to displaying the latest toys, dolls and board games (Rock ‘em Sock ‘em Robots, Etch-A-Sketch, Mousetrap, Hot Wheels, Barbie, Troll dolls etc.). Some created whole worlds to walk through, just like the window displays but life size….Santa’s workshop, the North Pole, Scrooge’s London, all populated with aluminum trees with shiny tinsel, and illuminated by rotating color wheels, and bubble lights.
One of the biggest draws, expectedly was being able to “visit” Santa and give him your wish list. Again, each store had a Santa, and just like the toy departments, they could be quite different from one another in terms of physical size, length of beard, and their Ho-Hoing ability. Usually the lines to see Santa were long, most kids eagerly awaiting to plead their case for a new sled, or baseball glove. Invariably of course there were one or two kids who when it was actually their turn, went from avid disciple to frightened non-believer, terrified by this strange, maniacal hairy dude in the red suit. But even those kids would be back next year, the allure of the season too strong to ignore.
They are all pretty much gone now; only the biggest remains. Macys still draws crowds, and celebrates the holidays each year by hosting the largest Thanksgiving Day Parade in the country, something they have been doing since 1926. This year will be its 100th anniversary. Oh and you can still get a great sandwich at the food court, and you can still ride the old wooden escalators, some of the last ones operating in the world, to get there.
So here’s to the Department Store and all it gave us.
Some shopping days now, I have to go to three or four stores to get everything I need, and I find myself muttering what many a tired shopper must have uttered a century or two before: “Can’t they just put everything under one roof??”
For a time, they did.
-Rob