In my quest for a part-time job this year I landed a retail position at The Christmas Store, the largest one in the state of Texas. It opens July 5th each year and is only closed two months in the spring to allow for the complete re-setting of the 66,000 square foot facility.
Successful Retailer
Each year return customers experience fresh excitement and beauty blended with the best of the old and familiar. As a new employee, I watch in amazement. Even in this constricted economy, products that are not at all essential staples of life are flying off the shelf.
I became fascinated to know the merchandizing secrets that have kept this family-owned business thriving since 1989. It draws customers from all social and income classes, from all over the US and many foreign countries. They return year after year to the enchanted magic of the place. Showing up for each workday has become an economic research project for me, probably the most delightful research of my life.
Foundational Business Points.
I did a quick Google/AI search to brush up on the components of a successful retain business and was able to check off all the important, familiar elements.
The atmosphere must be inviting.
This store is lavishly decorated with bright, imaginative trees, ornaments, lights, wreaths, garlands, sprays, berries and ribbons in colors, styles and sizes to suit a variety of tastes and budgets.
Exceptional customer service.
The sales and design staff are trained to educate customers, understand needs and offer practical and creative suggestions. Onsite trouble shooting and repairs engender customer loyalty.
Placement of products to stir up desire.
Dozens of magnificently decorated trees spark creativity and the supplies of adornments for each tree are placed in baskets around the tree.
Appeal to a wide range of shoppers.
Here I like to have a little fun. Of course, there are both traditional and more contemporary styled themes. To emphasize this distinction, I point out that some people are in the Santa camp (traditional) while others prefer the Grinch (contemporary)—similar to Apple versus Android!
Other basic business skills.
Tracking of inventory, gathering feedback and maintaining relationships with suppliers are necessary. Years of business experience help the owner navigate issues even as tricky as tariffs and other causes of supply shortages.
These are simply modern manifestations of the same problems that savvy business owners have grappled with for eons. All these are seamlessly handled by management. Check. Check. Check!
Magic.
We could define magic as the power of influencing the course of events utilizing mysterious or supernatural forces. I believe all success in business involves certain mysterious, supernatural forces, or as the French would say a certain, “Je ne sais pas”.
Here it begins with a continual stream of familiar Christmas music – some serious, some religious, some whimsical or sad, covering the full range of emotions that infuse the season. Customers respond with a kindness and joy that are missing in many environments today. The store becomes a place of escape to walk through during a lunch break or after work before going home. Life-like Christmas trees are displayed in “the forest” where delightful beings, like elves, nutcrackers, soldiers, reindeer and even a bear peek out of the trees. Santa drops in on occasion to delight children of all ages.
However, beyond all the practicalities of business operations I found a surprising spiritual element. I believe this is foundational not just to this unique store, but is a key to every financial goal developed by thoughtful people. Whether expressed or unexpressed, this one element drives our dreams of financial freedom. I’m noticing how this store and the Christmas season combine to stir up the child us. And satisfying the desires of our inner child becomes the driving force behind all of our efforts.
Child’s Play
Author George MacDonald in his Unspoken Sermon Series reflects on the spiritual qualities of children as fundamental to understanding human nature. He believes that the essence of a person remains rooted in the child within, emphasizing innocence, openness, and wonder. According to MacDonald, these childlike attributes are not only admirable but are the very qualities that elevate individuals, enabling genuine connection and playful engagement with others. His insights celebrate the qualities that make children, and all humans, so remarkable.
That’s it! I am seeing a place where all who enter are reduced to– I mean elevated to the level of children. Putting aside all that the years pile on the human spirit, we are children at our core. So, despite the ravages of education, sophistication, experience, pain or wounds that may produce evil thoughts, actions or desires, deep inside each person is an innocent child. And whenever we can look deeply into a human face and allow the child in yourself to search out the child in another, the interaction erupts into just one question: Do you want to play? Play is serious business, critically important to a child’s development. Social skills, resilience, independence, interdependence and community are achieved through play.
Reaching Out
I came to understand that all money and financial decision are about the child wanting to reach out to other children and engage in play. Freedom from tedious work, shorter and fewer workdays, weekends, vacations, savings, investments, residual income are goals that, once achieved, free the human spirit to engage in meaningful play. To this end, we are driven to work, budget, invest, educate ourselves, prepare for retirement and leave a legacy to our children, so that they, too, can continue to play.
In the economic world, the ultimate expression of “play” is the entrepreneur, who organizes and operates a business, taking on inordinate financial risks in order to provide exceptional value to the community. The Christmas Store is a beautiful symbol of this idea.
So the child in me bids everyone a Merry Christmas, even as I ask the ultimate question: “Do you want to play?”
Read more of Gail’s article on Plaid or connect with her on her website.
