Nobody wakes up excited to shop for furniture.
It is a chore. An expensive, tedious chore involving showrooms that all look the same and salespeople who follow you at a distance of eight feet.
So a family business in New England asked a question almost nobody in retail asks seriously.
What if people wanted to come?
Not needed to come. Wanted to.
The answer involved an IMAX theater. A ropes course. A motion simulator ride. An enormous installation made of jellybeans.
People bring their children. People visit on a Saturday with no intention of buying anything.
Which sounds like a very expensive way to generate foot traffic, and it is, and it worked well enough that Berkshire Hathaway bought the company.