Christmas as the Third Place

Videos of shopping in the 90s are more than just nostalgia bait.

Photo by Kevin Dowling on Unsplash

First, it’s November 1st. It’s time.

But more importantly, in this week’s edition of the Christmas Cache, I revisit the concept of Christmas nostalgia on social media, this time focusing on shopping compilation videos. Unlike general nostalgia videos, which are rooted in childhood memories, these speak to a larger cultural change—that of the loss of third places.

Let’s dig in.

Christmas as the Third Place

Things weren't simpler, but they were in-person. Never underestimate the power of doing things in-person.

That’s what I think when I stumble upon another nostalgic Christmas shopping video.

Unlike the nostalgic Christmas videos that weave in and out of the creator's decade of childhood (think 80s vs. 90s vs. 00s), these videos don't stretch beyond the turn of the century.

And that makes sense.

This is not a matter of feeling nostalgia for childhood Christmases—meaning, Christmases of the past that were special simply due to how old you were and not because there was anything unique about them.

No, this is nostalgia for the significance of place. This is nostalgia for the presence of people. This is nostalgia for collective anticipation. This is nostalgia for lingering and contemplation. This is nostalgia for the physicality of the days before Christmas.

Specifically, I'm thinking about the act of going shopping, of making decisions within a specific place, of touching objects with your hands, of picking things up and observing their cracks and crevices, of thinking logically if this particular item makes sense in your home or in the home of someone else you know.

Really, it speaks to the loss of third places.

Nearly all of these Christmas shopping videos take place within the mall, a shopping experience that for today's youth can't be experienced in quite the same way as it was during the '80s and '90s. (Although the occasional video features Christmas shopping in … Walgreens, which is hilarious.)

Like all nostalgia accounts, these creators are yearning for something from the past. But their yearning does not feel like misplaced memories. No, they are yearning for the universality of preparing for Christmas outside of the convenience of cell phones and online shopping. And they are yearning for the moments of magic that may arise from that in-person preparation, like visiting with Santa Claus for children or stumbling upon a really great sale in a store you could never afford.

That exists today, but it’s not the same for most of us.

In some ways, that is a good thing.

Consider this: both Walmart and Target will remain closed on Thanksgiving Day. Twenty years ago, amongst the flurry of Black Friday “deals,” that seemed unfathomable. But shopping isn’t what it used to be. For Black Friday, that’s great. For other days pre-Christmas days … well, that’s up for debate.

And in the end, I get it.

One video featured the major suburban mall my family would visit in the late '90s and early 2000s, Woodfield.

I know the places these creators are nostalgic for. I've experienced and loved them. And I miss the leisure and collectiveness of shopping within them. This is a piece of the past that can't quite be captured in the present.

• Halloween may be over, but I found this TikTok on America’s stronger-than-ever Halloween Era to be particularly enlightening. To me, Halloween feels more and more like a holiday equally for adults and children, and this may be why.

• Today may be November 1, but Mariah Carey’s “All I Want For Christmas Is You” re-entered the US iTunes chart at #198 on Halloween. This is funny, but what’s even funnier is the idea that people still pay attention to iTunes. More on the Christmas #1 in next week’s newsletter.

• Yesterday, Hallmark+ (the network’s revamped streaming platform) launched “Finding Mr. Christmas,” a reality show in search of the next Hallmark “hunk.” Hosted by millennial fave and Hallmark Channel staple Jonathan Bennett, the show “follows the aspiring hunks as they face off in challenges designed to test both their star power and holiday cheer.” This is amusing, and also speaks to a strategy Hallmark has slowly begun to employ, which emphasizes the significance of their male stars (almost) as much as their female stars.

Advent of the Week

I first became interested in Advent calendars through an old friend who purchased the Aldi wine Advent calendar every year. Prior to then, I always assumed Advent calendars were things you made and were almost exclusively enjoyed by children. One year, I purchased the Aldi wine calendar, and while it is certainly a great value, it is also the sort of thing that is probably best consumed with another person. (I've always been a lightweight and a mini bottle of wine for each day of the month of December will definitely make that apparent.)

Since then, Aldi has expanded their Advent calendar range, with 20 different calendars offered this year. Wine is obviously on the menu, but they also offer calendars in other categories, including chocolate, cheese, coffee, hot sauce, and Legos, among others.

Like always, Aldi's Advent calendars go on sale during the first Wednesday of November. This year, that's the day after the election. I imagine indulgent treats like a chocolate Advent calendar will be a necessary balm for the inevitable political chaos.

• Emporium Selection Cheese Advent Calendar ($16.99)

• Moser Roth Luxury Chocolate Advent Calendar ($14.99)

• Wine Advent Calendar ($59.99)

• 12 Days of Cider Wicked Grove Variety Pack for $18.99

• Burman’s 25 Days of Heat Holiday Hot Sauce Advent Calendar for $14.99

Until next time!