Earlier this year an L.L. Bean store popped up in one of the malls near where we live. The mall has been undergoing a huge renovation - a giant movie theater, a 2 story Barnes n Noble, a PF Changs and a new L.L. Bean were all part of the project. I must say, as far as malls go, this one is looking pretty spectacular.

I have been to L.L Bean twice this month to do some Christmas shopping and I noticed that for for the month of December (at least until Dec. 24th) they are open 24 hours a day. Twenty-four hours a day….they are open….all night long.

The sales people seem somewhat less than thrilled about the new hours (at least from the looks they give people when they ask if they are really open 24/7) but seem to be trucking through the season with smiles, for the most part.

I started to wonder, why the heck would you stay open 24/7?! Surely, it must cost more to operate the store during those hours - paying employees, lighting and heating the entire space - than the revenue you make. Maybe it isn’t so much about making more than the other stores but creating a buzz that will hopefully last all throughout and beyond the Christmas shopping season. I am sure that this time next November, many shoppers will be asking - Are you going to be open 24 hours again? At the very least, everyone who shopped there this month will notice they are open (even if none of us go in at 3 a.m.) and think about that next holiday season. Will it provoke more people to shop there? Maybe. Will it create a sense of excitement for the simple reason that you could, if you really wanted to, get up and go at any given time and buy some insulated mocs? Definitely!

I have to admit, I really do love the L.L. Bean store. I had shopped using the catalog in the past, but the store is a lot more fun. I love wandering through the camping section, checking out all the cool gadgets - wind up radios, wind up flashlights, pastel pink carabiners. There is even a small pet section that makes me want to adopt a dog just so I can buy said dog a giant bed!

At least I know that if the mood strikes me come 4 a.m. tomorrow I can run out and pick up a dog bed for my cat, or a pink carabiner for myself - which is both kind of nutty and awesome at the same time.

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