Where the Catalog Once Lay
The Sears catalog used to lay on the coffee table of every American household; a thick book that siblings gathered around with wide eyes and restless excitement. The laughter of families filled the room as they flipped through page after page, circling their hearts’ desires—bikes, dolls, or maybe train sets.
But now, kids scroll through TikTok, their thoughts filling up with trendy toys. Their wish lists are no longer written in looping handwriting, but shared in links, screenshots, and text messages—so different from the patient wonder of circling toys in a catalog. Adults browse Amazon, adding items to virtual carts while lying in bed. The joy of flipping through a catalog has morphed into scrolling through digital recommendations, the convenience undeniable, but the experience undeniably different.
For Bryant Jennings, 9 shopping in stores during the holidays is less about convenience and more about the experience. “I like going out with family and friends and creating memories. Even just walking through a store for an hour can be really positive,” he said.
Unlike shopping online, which can be more goal-oriented, in-store shopping often leads to unexpected treasures. “Going in without a plan can be good and bad,” he admits. “But it’s beneficial if you find something you weren’t looking for, but realize it’s perfect for the person.”
But that’s not all…
Black Friday used to be practically an Olympic sport. Families would strategize days in advance, poring over newspaper ads and planning their shopping routes with the precision of military generals. By midnight, parking lots were packed, and shoppers braved the cold in search of that unbeatable deal on a Walkman or Cabbage Patch Kid.
Today, Black Friday has mellowed out. Why risk frostbite or losing your spot in line when you can snag the same deals (sometimes better) online? Sales now last a week—or longer—and there’s no need to elbow anyone for the last flat-screen TV.
And then there’s the matter of holiday cards. Once upon a time, they were a labor of love. Families would handpick festive cards, sit down at the dining room table, and write heartfelt notes to everyone on their list. There was something special about holding a card in your hand, knowing someone took the time to craft a message just for you.
These days? Holiday greetings have gone digital. Card-making websites, like Shutterfly, Vistaprint, or Snapfish offer sleek, predesigned templates that let you send 50 identical copies in under an hour. Or a quick Instagram post with a “Happy Holidays from us to you!” gets the job done. It seems the personal touch has shrunk.
Bryant sends personalized holiday cards to show love and appreciation in a way that lasts. “I think it really shows whoever you’re sending it to, how much you care and all the things they’ve done for you,” he said. Bryant puts thought into choosing his cards as well: “I think of things they [the recipients] like and try to pick out something that represents them,” he said. He’s noticed fewer people sending holiday cards in recent years; while he’s not a fan of the decline, he acknowledges it’s inevitable, “technology is becoming the new thing, so it’s bound to happen.”
While it’s easy to see that holiday traditions have evolved to a more modern, digital way of doing things, the holiday spirit is still there, but maybe it’s just the sparkles emoji, instead of a real twinkle in the eye.