Modern shopping prioritises efficiency over experience, says Christina Zammit La Rosa

As the holiday season comes to an end, Christina Zammit La Rosa, Founder of Zed Consultancy and Director at Zammit La Rosa Footwear Ltd, reflects on the dramatic transformation of retail over the years.

In a LinkedIn post, Ms Zammit La Rosa shared a nostalgic glimpse into a bygone era and raised critical questions about what has been lost in the relentless pursuit of modernisation.

She began by recounting stories shared with colleagues about her family’s Valletta outlet in the late 1990s. “Life then was different – slow-paced, filled with human connections, and imbued with a sense of community,” she recalled.

The shop wasn’t just a place for transactions; it was a social hub where customers enjoyed whisky while exchanging stories with staff, embodying the warmth and spirit of the season, Ms Zammit La Rosa added.

The retail ecosystem of Valletta in those days was part of a thriving network of local businesses, where owners knew each other and celebrated the season together. “Christmas wasn’t just a season for sales – it was a time to bask in the collective joy and festive cheer,” she said, painting a vivid picture of streets alive with shoppers and the buzz of shared experiences.

However, she lamented how much has changed since then. “The spirit of those bustling streets feels like a distant memory,” she observed.

Modern retail, she noted, has replaced conversations with transactions and festive well-wishes with key performance indicators and sales targets. The growing emphasis on efficiency, discounts, and Black Friday deals has shifted the focus of the holiday shopping season, leaving December feeling like an afterthought.

“Our streets aren’t bustling with shoppers anymore. Instead, they’re eerily quiet,” Ms Zammit La Rosa noted. Shoppers who do venture out often walk empty-handed, their purchases already made during November’s sales frenzy. The joy of shopping amidst carols and Christmas lights, she reflected, has been replaced by a focus on speed and convenience, overshadowing the magic of the festive season.

Ms Zammit La Rosa posed a poignant question: “Have we traded something priceless for the illusion of growth?” She expressed concern that in prioritising metrics and margins, the retail sector risks losing the very human connections that once defined the holiday season. While acknowledging the advantages of modernisation, she urged a reevaluation of what progress should mean.

“Progress should uplift, not diminish. It should align with a bigger vision, one that nurtures both our humanity and our future,” she concluded, calling for a pause this holiday season to reclaim the warmth and shared joy.