The 1990’s were a crossroads for most retailers and restaurants. The decade was a bridge between the previous period of shopping and what would become the modern era. The use of technology and the internet was on the rise and companies had to decide how much they wanted to lean into these new trends. Y2K was looming and the decade became a hotbed of ideas that became either foundational or failed miserably. It was the end of a millennia and the beginning of the retail machine that we see today.

In the 90’s, big box stores still reigned supreme, and malls were gravitational centers for companies on the rise. Most chains wanted to expand as quickly as possible and bigger was better. The lives of the average American had grown more complex and time to do tasks like shopping or preparing dinner were in short supply. Efficiency and convenience became two of the most important elements for consumers. Retailers responded to this by either filling up a large store with a wide range of items or creating a small location that was crammed with specialized items. The Walmart, Target, Bed Bath & Beyond store types ran with the former to great success and the latter was used by famous shops like Radio Shack and Blockbuster. Both types of stores accomplished the same goal of getting consumers exactly what they needed as quickly as possible. Of course, the need for convenience did not get in the way of advertising that was bolder than ever with a strong focus on gimmicks and mascots to attract consumers. The internet provided a new avenue for companies to advertise through and the most successful companies wasted no time in putting it to use. Restaurants also saw a renewed focus on fast-food and the most convenient way to serve the busy consumer. However, the unhealthy lifestyle of fast-food aficionados was catching up with Americans and new healthier alternatives were starting to catch on.

The major centerpiece of the 90’s was the more widespread adoption of computers and the internet. In many ways it defined the decade and determined which companies would survive going forward. There was major pushback about the coming of the digital age with many investors still believing that it was just a fad. The Y2K issue had taken hold and every computer system in the world crashing at midnight on December 31, 1999, would be proof that it was not the way. That future never came to pass and the mistake of not investing in the internet, or a digital presence was one that few companies survived. As mentioned previously, brick and mortar were still the foundation of retailers and the dominance of a digital retailer like Amazon seemed to be an unlikely scenario even to the most ardent believers. In fact, Amazon was founded in 1994 as an online bookseller before expanding into other categories by the end of the decade. Amazon really expanded on the successful ideas of brick-and-mortar stores by offering a one stop shopping experience that also featured specialized goods from the convenience of a consumers home.

By the end of the 90’s we were still far away from the digital prevalence that we see today, yet the cracks in physical retail had already started. The companies that had bet against the internet had made a fatal mistake and those who had leaned into new technology were about to enter the race of a lifetime. The ideas that had carried advertising and retail since the 1950’s had run their course, and a new generation of innovation was about to lead a transformation that is still occurring in the modern day. Join us next month as we usher in the new millennium and find out who made it to the other side of 1999.