General stores remind customers of simpler times with their old-fashioned decor and expansive merchandise assortment.
In the late 1800s, general stores served as hubs providing customers with just about anything they could want or need — groceries, hardware, apparel and everything else in between. Often serving customers in smaller towns, general stores ensured that people didn’t have to travel to a big city to get what they needed for the week. People also used general stores as meeting places, and shopkeepers always had the scoop on juicy town gossip.
With the advent of big box stores and online shopping, today’s consumers are much less likely to go to a general store for their essentials — but that doesn’t stop people from browsing these shops when they pass them on a road trip!
Many longstanding general stores retain an old-fashioned vibe with decor that reminds customers of simpler times. While the merchandise selection has evolved to include more gifts and souvenirs at general stores, many of these stores still stock some essential groceries and home goods to remind people of the store’s roots. General stores provide road trippers with a mix of essentials and one-of-a-kind gifts to take home.
Everything plus souvenirsFor almost 100 years, Old Riverton Store has been a popular shopping destination for both locals who live near Riverton, Kansas, and travelers driving along Route 66. The store has always sold groceries and home goods. But as the store grew in popularity among travelers, it expanded its souvenir offerings to cater to the growing customer base.
Owner Scott Nelson is proud that the store has become a go-to destination for travelers.
The small store overflows with merchandise. Nelson keeps several shelves stocked full of Route 66 souvenirs, such as mugs, snow globes and license plates. There are several racks of souvenir T-shirts. Then the cash wrap is jammed full of travel snacks and accessories that would appeal to road trippers.
“If you ever came in here, it’s not a lot of room,” Nelson admits. “It’s full is how I’d describe it.”
The busyness of the store might not seem to be in line with best practices for visual merchandising, yet the busyness is part of what people love about the place. This aesthetic is a trend at other general stores as well.
 Old Riverton Store carries many Route 66 souvenirs to appeal to travelers. Fishtail General Store in Fishtail, Montana, is similarly packed full of merchandise to appeal to any and every customer that walks in its doors. Having been in business since 1900, the shop is the longest continually operated general store in the state of Montana.
Owner Katy Martin says the store was first established to serve gold miners and ranchers traveling through town, with the intent of having “everything” these workers might need.
Being in a remote part of Montana, the retailer still carries just about anything customers might need — from pantry staples and first-aid kits to hardware — but Martin says it’s also important to carry what travelers might want.
Martin says having a diverse product mix is key to keeping the general store vibe.
“Our motto is carry a little bit of everything since 1900 — good food, bakery items, supplies,” she says. “We also try to have things that people would like to take home with them to say they were in Fishtail.”
In Conway, New Hampshire, Zeb’s General Store Manager Ray Boutin agrees that having a wide product assortment is part of what makes it a “general store.”
“Our product mix is what gives us the distinctive flavor of a general store,” he says. “We offer products from over 500 companies. Everything from locally made soaps and maple syrup to locally themed apparel, toys, Christmas gifts, books, pickles and so much more.”
The store’s massive penny candy counter is also a big draw for customers of all age groups. Boutin notes that having a wide assortment of gifts and souvenirs has helped the business to flourish.
“Our large selection of products gives us an appeal across all demographics,” he adds.
Preserving historyGeneral store customers often appreciate the unchanged design and architecture of these stores.
Martin says she doesn’t try to change the look of Fishtail General Store much, but she notes that she’s always keeping up on maintenance of the 124-year-old building.
“You fix it as you go along,” she says. “It’s like having a house. You take care of your house. We paint every three to four years. We put a new roof on as needed. We keep it clean. When things break, we get it fixed. It’s a matter of having a maintenance schedule.”
Many general stores like to use antiques for stocking and displaying merchandise. Boutin shares that Zeb’s General Store uses old wooden barrels for candy and an old clawfoot bathtub for soaps and bath bombs.
“Our interior is chock full of antiques both on display on shelves, hanging on the ceilings and being utilized for product merchandising,” Boutin shares.
Old Riverton Store also decks its walls out with old memorabilia that was gifted to the owners throughout the years. Nelson says he also uses antique furniture to stock merchandise.
And out front, the store has a rusty old wagon full of plants as well as a greenhouse that is a hit with customers in warmer months.
“We take care of plants in spring, summer and fall, which adds to the beauty of the store,” Nelson says. “We’re almost like a living museum. The store has a homey look, I would say.”
Lasting appealAlthough customers aren’t coming to general stores for town meetings anymore, there’s still something inviting about many of these shops.
Souvenirs are a draw for customers at Zeb’s General Store, but Boutin adds that people also love the customer service his team of roughly 60 employees offers.
“There’s no substitute for good location, great product mix and hardworking, friendly, caring staff,” he says.
Even though it’s in a remote location, Fishtail General Store also stays very busy for most of the year. Having a deli counter in the shop also attracts a lot of workers traveling through town. Martin says her shop opens its doors as early as 4 a.m. to make sure people traveling in the early hours of the morning can get a bite to eat if they need it. She’ll close at 8 p.m. to catch any workers getting home late as well.
The combination of warm meals, fully stocked shelves and people chattering give the store its welcoming ambiance.
“It feels like home,” says Martin. “It feels like you walked into your pantry to get what you need, be it sugar, baking soda, hot sauce. We have a warm, friendly feeling, and we’re here to help people. I always say that we help everyone, even the people we don’t like. We try really, really hard to make people feel like we should feel. Cozy is a good word for the store!”
Martin says her shop stays particularly busy from April until December when people like to come to the area for hiking and fishing.
“For a general store, we’re very fortunate,” she adds. “We’re in a beautiful place. People want to be here.”
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