In a society dominated by screens, a recent trend suggests that there’s still a market for old-school, analog products and experiences like vinyl records, film cameras, and handwritten journals. Even the iPod, a staple of my millennial youth, is staging a comeback amongst consumers who want to listen to music without constant interruptions from social media, texts, and email.
To be sure, there are definite benefits to being a plugged-in consumer or retailer, and e-commerce isn’t going anywhere. (In 2024, nearly 20% of Michigan’s retail sales were online.) But there’s still a real advantage to leaning into physical experiences that invite customers to slow down, browse, and interact with products in a real-world setting. A well-curated store or a personable employee can build relationships and loyalty just as much as an algorithm.
The principle applies beyond the store, too—especially when it comes to advocacy. In an era where formulaic emails, online petitions, and social media campaigns are easy to send and easy to ignore, there’s still no substitute for showing up in person. When retailers take the time to meet face-to-face with policymakers, share their experiences, and explain how the issues discussed in Lansing affect their livelihoods, the conversation becomes real in a way that a digital message rarely does. That’s what makes our annual Capitol Day such a powerful event.
It’s not an easy thing for a committed retailer to take a day away from the store to advocate in Lansing, but the time is well spent. Consider the story of Kendra Patterson, an MRA board member and frequent Capitol Day participant who has spoken about the value of showing up, not just for herself, but for the more than 100 smaller entrepreneurs who sell their products in her store. Or a multi-state retailer like Kroger, an MRA member that appreciates the opportunity to connect legislators with the good that’s being done and the jobs being created in their districts. There’s real value in sitting across a table from a legislator and sharing a personal story.
The analog trend reminds us that while digital tools are powerful, they’re not everything. Sometimes the most effective way to be heard—with customers or legislators—is still to simply show up, shake hands, and have the conversation in person.