As a child of the 1950’s, we were neither rich nor poor, but my parents went all out at Christmas. In 1954 I was entering the first grade. Unlike today, when many parents insist on complete transparency with their children, my parents crafted elaborate lies about Santa Claus. When I asked about seeing so many Santas on the streets of our town, ringing bells and collecting money for charity, my mother told me that all of those guys were Santa’s helpers and that the real Santa resided at the North Pole and could only be visited at the downtown Rich’s store in Atlanta. She also told me that if I continued to nag her about it, word would get back to Santa and that would end Christmas for me. Nothing warms the heart like a threat from your mother.
Momma was never one to enjoy a whole lot of shopping, but on one day of the year she could run with the best of them. In those days before Amtrak, our little town was served by several daily trains, the most famous being the Central of Georgia Railroad’s “Nancy Hanks, II”. On the day after Thanksgiving my mother and her best friend and several of us children boarded the train in Griffin to spend the day shopping at Rich’s Department Store in downtown Atlanta. For the kids, it meant a day on our own in the toy department at Rich’s. There was never any thought of danger for any of us, and none of us kids ever considered leaving the toy department. There was plenty to do to keep us occupied…and they even served us lunch.
Of course the toys were everywhere. This was back in the day when Rich’s was really Rich’s. People who grew up in Atlanta will tell you that no other store came close when it came to customer service. Rich’s had a lock on Atlanta’s business for over a hundred years and the 1950’s were no exception.
As we tore our way into the store, one thing was on our minds – toys and the Pink Pig. I understand that Macy’s (a most unworthy successor to the Rich’s name) now has a new and less-attractive version of the Pink Pig. They have a few cars from the old Pig sitting around as relics, but the new ride is less like a Pig and more like a caterpillar. The cars are open and look nothing like a pig. I am not amused.
The original Pink Pig ran along a rail mounted to the ceiling in the toy department. It was designed for children. Only the smallest of adults would even fit in the cars. Later versions were relegated to the rooftop of the store, but the train in the ceiling gave us a pig’s-eye-view of all the toys. It was incredible and it helped to instill a love of that great store that the children of my generation will never forget.
At the end of the day, we met our moms and headed for Terminal Station, just behind Rich’s. As the “Nancy” pulled out of the station, our mothers had nothing but their pocketbooks on their arms. No bundles or packages were to be seen. Momma always said, “I just couldn’t find a thing.” Another lie out of the mouth of my sainted mother!
I learned in later years that the Rich’s truck delivered all the packages, wrapped and tree ready, to our house the next week. Rich’s, while owned by the Rich family, was the department store to end all department stores. Nothing was more important to that store than customer satisfaction.
So, thanks for the memories, Rich’s. You set an example and a standard we all can look to. You showed that character and caring counts. Maybe there’s no room for that kind of service in a big city economy any more, but it exists in abundance in our little town.
That kind of customer satisfaction and service, hard to find in this day and age, is usually found close to home where we deal with people we know. That is why we who are lucky enough to live in Americus should treasure and support our local businesses, many of whom offer the same good service I experienced as a child. How fortunate we are to be able to walk into a store and know the owner by his or her first name!
When we shop locally, we are helping our economy, helping our friends and ultimately are helping ourselves. I don’t know a single merchant in Americus that utilizes a call center in Bombay or Calcutta, and although there might be an exception here or there, most of our local merchants have a liberal exchange or return policy. For my money, that is reason enough to restrict my internet shopping to a bare minimum. If we shop locally, it keeps our town alive and it keeps jobs in Sumter County…and besides, have you ever tried to return anything to Bombay?
I have it on good authority that Santa Claus does all of his shopping in Americus. That is good enough for me. And so, from my family to yours, “MERRY CHRISTMAS”! If you insist on “Happy Holidays”, then maybe you are among those who don’t mind spending your money outside of Sumter County or even outside the country. After all, they do have holidays in New Delhi, don’t they?
Past Tents 