[Oakland] Escaping Wal-Mart hordes in Rockridge

San Francisco Chronicle ^ | November 29, 2008 | Bernadette Tansey

[CE2949BB]

Call it the Anti-Mall.

The tree-lined stretch of College Avenue heading south from the Rockridge BART station in Oakland is a shopping mecca for miles around. But no hordes of desperate customers lined up for steep discounts on Friday.

In this shrinking economy, the small, independently owned shops that anchor the Rockridge district are pinning their survival not on cost-cutting but on the loyalty of a limited customer base whose lives and values they study closely.

Nishan Shepard, the founding owner of the toy and baby supply store Rockridge Kids, can tell you that 740 infants are born at nearby Alta Bates hospital every month - "a kindergarten class a night," he says.

Shepard's stock could give sociologists a quick snapshot of the parental culture of Berkeley and North Oakland. The shop doesn't sell GI Joe dolls, other war toys, Barbie dolls, or costly items tied to Saturday cartoon characters. This holiday season, as the recession deepens, Rockridge Kids is focusing on games, musical instruments and puzzles that "keep families playing together and happy without spending a lot of money," Shepard says.

While the shop hasn't matched its usual double-digit growth rate, Shepard said the store is doing well. "Sales are flat, which I'm told is the new up," he quips.

Greg Close, a young Berkeley father waiting outside the store for his wife, said the family wanted a stroller that wouldn't fall apart. But he mentions another factor that may insulate Rockridge merchants from the recession.

"It isn't pleasant to go to Wal-Mart," Close said.

The Rockridge business district is the relaxing living room, breakfast nook and strolling zone for adjoining neighborhoods of fairly comfortable residents, where a small bungalow can still sell for more than $600,000.

[CE2949BB]

Oakland Pride

[truthkeeper]

During the presidential campaign, neighborhood children set up lemonade stands so they could contribute a few dollars to Barack Obama...
Pendragon Books did a brisk business in political books until Nov. 2, said store clerk Ill Nippashi. "Right after the election happened we sold a lot of novels," she said. "People are coming in happy."

[FlingWingFlyer]

I saw a unicorn, 2 butterflies and a rainbow. Isn’t it great how Obama’s “election” has “changed” the world?

[Clioman]

“It isn’t pleasant to go to Wal-Mart,” Close said.

No, but it’s cheaper. And if I HAVE to go shopping, I want to get it over with as quickly as possible.