December 19, 2007
Nightmare Before Christmas: The Mall Survival Guide

Photo by karlofun from the Torontoist Flickr Pool.
So Christmas is a week from... yesterday? Well, shit. Might be time to get on that gift-buying thing. If you're like us, you can count the number of shopping days left on one hand and the number of presents you've bought on the other—including three bottles of wine, two of which you will be driven to drink yourself after spending a mere ten last-minute minutes in the Eaton Centre of Hell.
We'd love to tell you to stick to your friendly neighbourhood retailers and avoid the maul, er, mall altogether, but we know how impossible such advice is to follow. Your best friend wants "something from Sephora," your bratty cousin will throw a tantrum if she doesn't get her TNA toque, and the local bookstore refuses to carry that Brian Mulroney book your dad insists he wants.
So, with a sigh and a shrug, Torontoist presents a few tips on surviving the inevitable.
How to Get Your Last-Minute Mall Shopping Done and Still Live to the New Year
1. Don't just make a list—make a map. If you plan your excursion from one end of the mall to the other, you'll save valuable crowd-navigating time (and maybe even your arguably less valuable sanity).
2. Bring a partner. Bribe if you must. You need a friend to hold your place in the checkout line at Chapters-Indigo—a line so long, so totally out of control! that there is an employee whose sole job it is to direct traffic to the cashiers—while you run around grabbing recommended reads off the shelves. (Who needs taste, or time, when you've got Heather to do your picking?)
3. Ignore your little sister's wish list and stay the hell out of Hollister. And, for that matter, Abercrombie. Besides selling the same hoodies and henleys year after year, both stores are guilty of dousing their overpriced merchandise in "cologne" that smells like ninth-grade locker room sex. If you don't pass out from the heat of all those hyper-hormonal bodies crowded between the sale racks, that smell will probably do it. Proceed at your own risk.
4. Extra, extra hours! Eaton's, Yorkdale and Dufferin Mall all have extended holiday shopping hours: 9:30 a.m. to 9:30 p.m. instead of the usual 10 to 9. If you can make it, the early half hour is your best bet, as teenagers are sleeping in and middle-agers are at the office.
5. The downside to morning shopping? Yummy mummies, over-confidently strollering around in the belief that their reproductive tendencies give them automatic right of way at The Bay. We say, get a stroller of your own. Stick a Cabbage Patch Kid in there with a blanket, assume an expression of Mother Superiority, and who's the wiser? Just think, you'll have room to store your purchases, room to roam the aisles... come on, we dare you.
6. Tylenol. Maximum strength. Two each hour. One extra for every ten minutes you spend hunting for an officially licensed Dunder Mifflin mousepad for your office Secret Santa.
Good luck, and don't forget the gift wrap.


Here's my (overwhelmingly obvious) mall survival guide:
There are a lot of places far superior to anything in the Eaton Centre within close walking distance. You really can't buy a good gift in the mall.
E.g. if Indigo is getting you down, try Pages.
does the Eaton Centre still do complimentary holiday season coat check/parcel check?
There is nothing better than shopping in a mall without a heat-stroke-inducing jacket, and being able to drop off heavy purchases as they are made. (if it still exists, look for the red and gold kiosk next to the Sears entrance across from Roots.)
The Chapters at John & Richmond is smooth sailing. Morning, afternoon, evening - it's been easy each time I've had to go.
Most of the shops along Queen W. are good too.
Like Sauron from Mordor, the Hollister scent reaches out dark tendrils beyond the bounds of the store itself to waylay the unwary traveller. Sometimes even being on the far side of the hall isn't good enough.
or you could go to the coolest new mall in town, the Blue Banana in Kensington market. local artist stuff, inexpensive fair trade goods, chocolate, pretty shiny things and antiques and tiny hats and ceramics and aprons and chocolate and awesomeness. i went there today for the first time and loved it! there also doesn't seem to be the same frantic vibe there as is characteristic of the eaton centre at this time of year... at least there wasn't this morning when i went.
Won't taking two extra-strength tylenol every hour, for, let's say 8 hours, massively damage your stomach lining?
Yes, Matthew, it will. Thanks for alerting our readers to the dangers of following my totally, completely, one hundred percent serious suggestion.
In response to earlier comments: I totally agree that avoiding the mall is ideal, but--like I said--impossible for some. And yes, both Queen West (particular the Bellwoods strip) and Kensington Market are lovely shopping hoods.
I find it amazing that Abercrombie and Fitch and Hollister can look and reek EXACTLY the same way and people still don't understand they're owned by the same company.
But yeah, wow. Are they allowed to do that? It's a really strong, unpleasant smell.
I was also wondering about the Tylenol suggestion - glad to have it cleared up.
I had to hit up the Eaton Centre last night to help my dad with some Christmas shopping. We ended up walking by the Abercrombie and Fitch store (I didn't even know the Eaton Centre had one). The smell was very pronounced, and we were actually closer to the stores on the other side.
I have to admit that when Hollister first came to the Eaton Centre, I went in just to check it out because the storefront is actually not as lame as the clothes. The weirdest part about the place is the combination of having several different, somewhat cramped rooms, and the dim lighting. Really creepy vibe. Almost like you're lurking around some abandoned Hawaiian villa at dusk and some evil henchman is about to sneak up on you. Is this my imagination running wild? Do we have any confirmation that this has happened in the store? Any confirmation that it hasn't?
The Hollister/Abercrombie dark lighting/heavy smell is a deliberate marketing strategy planned by creepy "I look both 12 and 72 at the same time" CEO Mike Jeffries, done to make older patrons feel awkward and uncomfortable while younger shoppers can claim feeling right at home, thus heightening the brand as an inclusionary "for those who get it" kind of thing.
Do they "get" that they're about the be attacked by an evil henchman? Becaues if they do, I hope they've got some skills.
The funniest thing about the A&F and Hollister stores in the Eaton Centre are all the parents bored out of their minds waiting on the benches outside. Check it next time you walk by.
I remember one holiday season the EB Games store at Yorkdale Mall was so busy it reached capacity. There was a line-up outside and an employee letting people in as customers exited the store.
That happens pretty regularly at many mall stores during the holidays, I've found (though Yorkdale is particularly bad––when the Apple Store launched there it was crazy).