Wausau Story: Mom & Pop Comeback

The Wall Street Journal: “Wausau Wisconsin shows how an economically thriving community might shop in a post-mall age. No longer are shoppers willing to drive distances to hit a clothing retailer. That is an online task. They are willing, however, to make an event of going downtown, to the compact shopping district where two-story brick buildings line the streets, to patronize Wausau’s local boutiques.”

“On 3rd Street, the bell chimed at The Local every few minutes one recent Saturday afternoon, signaling a customer coming in to check out Wisconsin-made Christmas wreaths, coasters cut from pine trees and candles in recycled beer bottles. Owner Alison Magnuson, 26 years old, said shoppers her age want something they can’t find just anywhere. She got the idea to open a physical store with products handmade by more than 30 local artists after selling her own work on the online crafts marketplace Etsy Inc.” She comments: “People want that mom-and-pop store again. It’s all coming full circle.”

“Three blocks from the mall, the century-old Janke’s book store was bustling on a recent Saturday. Inside, in the shadow of a 10-foot bear shot by a member of the Janke family, shoppers were buying children’s games, handmade cards and books by local authors … The store has adjusted to changing consumer demand by offering more educational toys and locally made products, Jane Janke Johnson said. Business is good for now, she said, but the recent acceleration in online spending scares her more than any other trend she has weathered. ‘People will come in here and click, click, click, they’ll buy it in front of my eyes,’ she said. ‘That hurts’.”

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