Main Streets Go From Shops to Spas Across America

Downtown Ridgewood, New Jersey, tells the story of what's happening to Main Streets across America, and the change is surprisingly hopeful.

Last year marked a historic milestone: for the first time, the majority of U.S. retail space became home to service businesses rather than traditional stores. Ice cream shops, fitness studios, medical spas, and barbershops are replacing the stores that once sold clothing, hardware, and household goods.

Joan Groome has watched Ridgewood's downtown transform since 1968. Her town now has 11 barbershops, over a hundred restaurants, and three ice cream cafes on a single block.

The shift reflects how Americans are spending their money differently. People are choosing experiences over things, directing more of their budgets toward wellness, dining out, and activities that bring them together.

Online shopping plays a big role in this transformation. When anyone can buy almost anything with a click, the people who venture downtown are looking for something Amazon can't deliver: connection, atmosphere, and fun.

The Ripple Effect

The good news is that this change is creating unexpected benefits for communities. David Logan manages Bookends, a small bookstore that's survived since the 1980s. When a trendy bakery opened across the street, he worried about competition for foot traffic.

Instead, his business grew. Parents leave the café with their children and wander straight into his store, lingering over activity books and toys.

Shopping centers nationwide are discovering similar synergies. Gyms bring people in regularly, creating consistent foot traffic. Coffee shops become gathering spots that keep downtowns vibrant throughout the day.

The wealthiest shoppers are driving much of this trend, but research shows middle-income families are joining in too. Many people are choosing cheaper products online so they can spend the savings on local experiences.

This transformation shows Main Streets adapting rather than dying. Ridgewood's old bank building, complete with its preserved vault, now houses an Italian restaurant with a rooftop bar. What was once just a place to run errands has become a destination.

The downtown streets still have stores selling clothes, shoes, and home decor. But now they're mixed with stretching studios, escape rooms, and virtual golf. Communities are becoming places where people want to spend time, not just money.

As Groome puts it perfectly: "You can't stroll Amazon." And that simple truth is giving America's Main Streets a new lease on life.