Since the dawn of e-commerce, one key question emerged: What’s next for the shopping mall?

The COVID-19 pandemic showed the world that most shopping can in fact be done online. Grocery stores, clothing retailers and other merchants seized the opportunity to offer online shopping of some sort.

However, the Durango Mall has fallen on hard times in recent years.

The pandemic took the likes of JCPenney. Sears Hometown Store and Bed Bath & Beyond were casualties in 2023 after both companies filed for bankruptcy. Sports Authority faced the same fate in 2016. However, the mall scored a win by adding Old Navy in 2022.

Despite the emergence of e-commerce and a revolving door of stores at the mall, many Durango residents say they would prefer to shop at the mall.

Nationwide, nearly half of Gen Z consumers planned to do their holiday shopping at malls, a higher proportion than the 40.8% average, according to Jones Lang LaSalle’s 2023 Holiday Shopping Report released in October.

In fact, data conducted by Near Intelligence showed that both millennials and Gen Z use outlet malls and sales to find holiday deals. The same data showed that baby boomers tend to shop in early November to find deals.

“The mall has been busy this holiday season, and shoppers seem to be enjoying the experience of selecting gifts,” the Durango Mall management team said in an email to The Durango Herald on Dec. 21.

Fort Lewis College economics professor Nate Peach says it’s a rough road ahead for the traditional shopping mall in today’s market, and it has been for some time.

“It just seems like it’s hard to beat the ease and convenience of an Amazon and then with Walmart, the economies of scale they’re able to offer in terms of price savings,” he said.

The ability to try the product is a common argument for those who prefer to shop in stores. However, Peach said there are plenty of people who are willing to sacrifice that amenity for convenience.

With that convenience, he also says e-commerce sites have adapted by having lenient return policies and interactive ways for customers to view the products before they are purchased.

The pandemic impacted brick and mortar retail establishments across the nation, forcing many companies to emphasize e-commerce sales.

“It sped up (customers’) willingness to use e-commerce,” Peach said.

According to the United States Census Bureau, e-commerce sales increased by more than 43% in 2020 as a result of the pandemic.

E-commerce sales started increasing again during the second quarter of 2023. After consistently remaining within the 14% to 15% range from early 2021 to late 2022, the share of e-commerce sales as a percentage of total sales has surpassed 15% in the first two quarters of 2023, according to U.S. Census Bureau.

“I’ve lived here for 32 years and have seen lots of changes. I hate not having a selection of stores at the Durango Mall,” said resident Sue Beller. “Sometimes, my only clothing purchases are from T.J. Maxx or Walmart. I order my clothes from online stores, which can be difficult, as the size or description doesn’t always work and results in mailing returns. I do not shop the boutiques on Main Avenue, as they can be more expensive.”

Beller said she would love to see a Target, or if JCPenney came back. Unlike some, Beller chooses not to drive to Farmington for items she can’t find in Durango, saying the drive is too far.

“The one thing they have down there is Dillards, which is a nice department store,” she said. “You know, I would love to see a nice department store come in here.”

Like Beller, there are others who have indicated they prefer shopping in the mall for the holiday season because they are able to try on clothes.

Resident Nancy Strait said that not having bigger name stores in Durango is harming the economy. Like Beller, she is frustrated there are not more places to shop in Durango.

“We have all this commercial space that’s sitting empty. And it makes you wonder if the leases are too high, or if the lease arrangements are a problem,” she said about the mall. “Any time you get on Amazon, or you go to Farmington or wherever it would be, that’s money coming out of our pockets in La Plata County.”

Strait said it’s important to support local businesses. At the same time, with the prices of some local shops, it’s hard for the working class to afford it. She references not having options like a Costco, a Target or general department stores as examples of shops that would benefit the community.

“Durango has the reputation of being elite and not wanting chain stores here,” she said. “But frankly, there’s a lot of people who live here who shop at chain stores.”

However, some residents said they were not too concerned with the lack of shopping options at the mall because they feel Durango’s local commerce scene has a lot to offer.

“I shop both locally and online both during the holidays and year-round,” said Stacey Glaser in an email. “Durango’s retail scene may be small but it’s mighty: Local boutique shops like Lively (a personal favorite) provide service that you can’t experience through online channels and I love knowing my dollars are supporting my community and their families.”

Misty Taylor, manager of the downtown boutique Lively, said the community really does show up for its businesses during the holiday season.

“A majority of our local customers, including myself, do both online and local shopping,” she said. “Our town has so much to offer, but definitely not everything, like larger towns. There are small businesses all over town, not just on Main Avenue, that thrive on local support.”

tbrown@durangoherald.com