Once established as a fixture in many American communities over the decades, Sears has undeniably plummeted in sales and popularity within recent years.
After numerous years, the Sears store on Geary Boulevard and Masonic
Avenue closed its doors for good on Sept. 15, 1990. This photo shows the store when it was open in 1972, with its iconic tower emblazoned with large “S.”
Founded in 1886 by Richard W. Sears, it initially started as a watch company, before evolving into the department store many know it as now. Sears reached its commercial peak throughout the 1950s to 1980s, and remained successful all the way until the 2000s. The store collapsed in the 2010s, filing for bankruptcy in 2018. During its height, it had about 3,500 retail stores across the country. Currently, it has only five.
The downfall of one of the most profitable department stores raises many questions, the primary one being what led it to its decline. From a commercial standpoint, there are multiple factors, including the rise of online shopping, competition from more affordable stores, and weak marketing.
“Though Target and Walmart have very different marketing schedules, they’re a budget friendly store, whereas Sears or Macy’s have luxury goods… most young people can’t really afford anything inside of a Sears,” said business teacher Grace Ingersoll.
An issue that may have played a role in Sears’ eventual bankruptcy was the narrow customer base they were marketing toward. During its most profitable decades, it appealed mainly to middle class families, but as the years went on, they started struggling to attract younger shoppers.
Over the years, Sears’ revenue has steadily declined along with customer
popularity, while chains like Target continue to dominate retail shopping.Appealing to younger generations is a key step in business popularity, as it keeps the brand seeming modern and current.“When I was younger I would always go to the Tanforan movie theater with my dad, and we would walk by and I would always ask if I could go in, but my dad would tell me no and that it was a store for older people,” commented Esme Hanlon ’27.
Another factor of Sears’ decline is the growth of online shopping, which has taken over the market as a convenient alternative to in- person stores. To stay afloat, it is essential for businesses to have an established online presence, which Sears has had trouble keeping up with.
Math teacher Ray Trounday stated, “Businesses need to continue to innovate and find new markets for their customers… More importantly, they need to adapt to change. Sears became less relevant in the marketplace because the shopping paradigm changed from traveling to stores to purchase to online shopping.” Some say consumers may witness a spike in in-person shopping again, but others believe online is the future, which bodes poorly for older department stores that came on the market at a time when the internet didn’t exist.
The disappearance of stores such as Sears in place of newer, more contemporary ones can be a subject bringing nostalgia for people who’ve grown up in cities such as San Francisco, where outlets such as these have been a cornerstone in the community.
A particular example would be the Sears at 2675 Geary Boulevard, which closed in 1990. It has since been transformed into a complex including multiple businesses, the most prominent of which being Target. Architectural historian Richard Longstreth from The George Washington University called the building “A very singular design of the period.”
Today, there remains only one Sears location in the Bay Area, at Sun Valley Shopping Center in Concord.
The “retail apocalypse” continues to grow in numbers, with 7,325 stores closing in 2024 and the number expected to double in 2025 and 2026.
Many remember when human interaction was the focus of shopping, and wish for it again.
