Herbst Department Store held sway on Fargo's Broadway for nearly 90 years. In 1887, a young merchant named Isaac Herbst came to Fargo to seek his fortune. He proved to be a dynamic salesman, and by 1892 he had founded Herbst Department Store. The business was destroyed a year later in the Great Fire of 1893, which wiped out most of downtown. Isaac rebuilt his business and expanded it until his death in 1910. The department store was continued by his widow, sons, grandsons, and a large group of loyal employees. The Herbst family took great pride in the community and was active in civic affairs. In the 1970s and 1980s, many customers abandoned downtown Fargo for West Acres Shopping Center and other large retail chains. Herbst was the last large department store remaining downtown until it closed in 1982. Images of America: Herbst Department Store shines a light on a business that had a great impact on Fargo's vibrant downtown and community.

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The geography of American retail has changed dramatically since the first luxurious department stores sprang up in nineteenth-century cities. Introducing light, color, and music to dry-goods emporia, these "palaces of consumption" transformed mere trade into occasions for pleasure and spectacle. Through the early twentieth century, department stores remained centers of social activity in local communities. But after World War II, suburban growth and the ubiquity of automobiles shifted the seat of economic prosperity to malls and shopping centers. The subsequent rise of discount big-box stores and electronic shopping accelerated the pace at which local department stores were shuttered or absorbed by national chains. But as the outpouring of nostalgia for lost downtown stores and historic shopping districts would indicate, these vibrant social institutions were intimately connected to American political, cultural, and economic identities. The first national study of the department store industry, From Main Street to Mall traces the changing economic and political contexts that transformed the American shopping experience in the twentieth century. With careful attention to small-town stores as well as glamorous landmarks such as Marshall Field's in Chicago and Wanamaker's in Philadelphia, historian Vicki Howard offers a comprehensive account of the uneven trajectory that brought about the loss of locally identified department store firms and the rise of national chains like Macy's and J. C. Penney. She draws on a wealth of primary source evidence to demonstrate how the decisions of consumers, government policy makers, and department store industry leaders culminated in today's Wal-Mart world. Richly illustrated with archival photographs of the nation's beloved downtown business centers, From Main Street to Mall shows that department stores were more than just places to shop.