The parking lot at the 99 Cents Only store in Santa Ana was already starting to fill up by 8:30 on Sunday morning. Just a few days prior, the company made the announcement that it would be closing all 371 of its stores in California, Nevada, Arizona, and Texas.
Upon entering the store, customers were observed grabbing shopping carts with a noticeable absence of smiles on their faces. Despite the enticing signs advertising discounts of up to 30% off and the announcement that “Everything Must Go!”, the atmosphere seemed somber. Sympathetic remarks were exchanged with employees, who became the recipients of customers’ frustrations and grievances.
As Rick Juarez, 53, walked into the store to purchase batteries, he expressed his frustration by pointing fingers at California Governor Gavin Newsom, stating, “I blame Newsom.” Rick, a long-time customer of this store for over 20 years, believes that the excessive taxes and high minimum wage imposed by the government are causing businesses to struggle and ultimately close down. He added, “These companies simply cannot compete, and it is people like us, the less fortunate, who bear the brunt of the consequences.”
Victor Barrios expressed his optimism, stating that he sincerely hopes that the rumors about investors stepping in to rescue the 99 Cents Only empire are indeed true.
“This place should remain open,” emphasized the 38-year-old delivery driver. “I earn a decent income, and supporting local businesses like this is important to me. However, consider those who rely on WIC or Social Security benefits. They depend on places like this. Are they now expected to shop at Ralphs or Target? How are they supposed to afford it?”
The closure of 99 Cents Only Stores deals yet another blow to the thrifty individuals who are the lifeblood of Southern California.
Even now, despite our comfortable income and my wife’s successful restaurant, we still lead a frugal lifestyle. When it comes to groceries, we opt for Trader Joe’s rather than splurging at high-end stores like Whole Foods or Erewhon. For my wardrobe, I prefer browsing through Marshalls or Ross Dress for Less to find affordable shirts and khakis. Occasionally, I’ll visit the Anaheim Indoor Swap Meet or Olvera Street to purchase guayaberas. The last time I invested more than $100 on clothing was for a black suit from Nordstrom, which I wore to my mother’s funeral.
As frugal individuals, we actively search for deals and discounts, understanding that California’s periods of prosperity often lead to economic downturns. Therefore, the impending downfall of the 99 Cents Only empire, which initially emerged in Westchester back in 1982, is truly disheartening.
In a statement, Interim Chief Executive Mike Simoncic explained that the chain’s closure was a result of enduring and substantial challenges within the retail industry.
Even though 99 Cents Only was a multibillion-dollar company, it operated with a principle reminiscent of the Great Depression era: fairness for all who stepped through its doors. In its stores, retirees shopped alongside hipsters, emphasizing inclusivity and diversity. The vibrant blue and pink marquee of each location became the focal point, disregarding any societal distinctions. The chain catered to both blue-collar towns like Santa Ana and Colton, as well as suburban areas like Alhambra and Santa Monica.
Regular shoppers at the store were well aware that the majority of the products available were off-brands and remaindered items. However, amidst the sea of generic products, there were often hidden gems waiting to be discovered. You never knew what you might find on any given day – one day it could be a cheap generic version of sriracha, and the next day you might stumble upon a bottle of Tapatío hot sauce at prices reminiscent of your childhood. Personally, I had a particularly interesting find last Sunday when I came across a small blowup doll featuring the likeness of AC/DC frontman Angus Young.
Fans experienced a unique sense of camaraderie at this establishment that couldn’t be replicated by rivals like Dollar Tree, Dollar General, or even Walmart. Dave Gold, the founder, was a visionary entrepreneur in Southern California, much like Harry Snyder of In-N-Out and Clifford Clifton, the cafeteria mogul. Gold’s mission was to ensure that everyone, regardless of their financial means, could enjoy the experience of dining and shopping like royalty.
These days, finding discounted items is as easy as a click on Amazon. However, it often leads to purchasing lower-quality products and a sense of isolation.
Altagracia Nuñez, speaking in Spanish, expressed her excitement at the prospect of purchasing toys for her younger children, pens for her older children’s school supplies, and groceries for the entire family. As she browsed through the beauty aisle, the neatly stacked men’s and women’s deodorant sticks resembled a cascade of dominoes. She also mentioned the affordability of the items as a significant factor in her decision-making process.
She remained silent for a moment before letting out a faint laugh. “I suppose it was inevitable for things to come to an end, given how everything seems to be getting more expensive these days.”
When I visited the Santa Ana branch of the 99 Cents Only store, I found it to be well stocked despite hearing from my friends that their local stores were starting to look empty, reminiscent of the early days of the pandemic. It was intriguing to observe both the items that were available and those that were not.
The reusable container shelves were bare, yet the Easter decorations remained untouched. LA’s Totally Awesome cleaning products were still in stock, except for the bleach bottles. The milk was completely sold out, but the El Comal corn and flour tortillas, which were already discounted by 50%, were hardly touched.
As I observed the shoppers around me, it became evident that their shopping carts were more packed than usual. Everyone seemed to have stocked up on toilet paper and cleaning towels, but I didn’t need any of those items. Instead, I decided to indulge in a nostalgic experience by purchasing a variety of canned goods from the past. I picked up cans of Hormel canned tamales, Armour potted meat, Libby’s chicken Vienna sausages, and pork luncheon meat. It was my way of bidding farewell to another cherished Southern California tradition.
The displays of Frito-Lay and Takis near the checkout counter were completely empty, and even the Pepsi cooler was picked clean. The sounds of upbeat new jack swing songs filled the air from speakers that seemed to be hidden. Just behind me, a man softly sang to himself the lyrics “Se va, se va la 99” (“It’s going, the 99 is going”). Standing in front of me, a woman casually mentioned in Spanish, to no one in particular, “I think I’ll return here another time.”
The cashier informed us that they would be closing on June 3 and encouraged us to return at a later date.
He paused for a moment before saying, “Please wait here until we have finished.”