To kick off the New Year, my wife Jenna and I brought our two kids Tillie (4) and Arlo (2) to the pharmacy to pick out a toy and piece of candy. Due to the pandemic, prior to this New Year’s Day visit, they hadn’t visited the store since March of 2020. As the store was closed on January 1st, we thought it would be a special treat to bring them to Oswald’s. Needless to say, they had a field day! I think we have a new family New Year’s tradition.

Excitement in Every Aisle

I remember when I was a kid, visiting the pharmacy was relatively commonplace. My siblings and I spent much of our summer at the store, and even vacation was drugstore related, as all our family vacations were based around where our drug wholesaler was having their yearly tradeshow.

But there were still some exciting visits: on summer nights, my dad (previous owner Bill Anderson) would bring me and my siblings down after the store had closed at 8 pm and let us pick out an ice cream treat from the freezer! On the more humdrum summer days spent at the pharmacy, I’d “work” in trade for some merchandise from the pharmacy.

While it was often something in the toy aisle I’d pick out as my ‘hard’ earned reward—I’d often find goodies in all of the other aisles.  I would search the ‘school & office’ aisle for fountain pens, fat ‘lil notebooks, or markers. Sometimes it’d be the candy aisle to pick out antiquated treats from my grandparents’ day like Bazooka Gum, York Peppermint Patties, or maybe even some Sen-Sen? Or I’d stick with 1990’s mainstays like Warheads or Sour Patch Kids. Other times I’d pick up a copy of Rolling Stone, Mad Magazine, or a Farmer’s Almanac (because I liked how old-timey they looked). I could find something exciting in whatever ‘section’ of the store I was in!

While it doesn’t take much to get a 2- and 4-year-old excited visiting Oswald’s after a 9-month hiatus—one of my goals as the new owner of the store is to keep every aisle interesting for kids and adults alike. While our expansive gift selection always has new and exciting products, we’re putting more effort into making all of the other aisles just as fun.

Creating the Excitement

When I came back to work for the family business in 2016, one of the first aisles I added something special to was the shaving section. As someone who had acquired an interest in ’traditional wet shaving’ (from an old fashioned electric double-edged razor I found in the basement of the old Oswald’s building in Downtown Naperville), I added a curated collection of razors, double-edged blades, and all-natural grooming products.

In our candy aisle, we have slowly expanded into more natural and organic treats, gluten-free and allergy-friendly options, and are constantly on the lookout for unique lines. Our food and candy buyer Kathleen brought in Oogie’s popcorn recently, which has been a big hit. We also carry handmade chocolates from Abdallah in Minnesota—make sure to pick up some of their wonderful Valentine’s Day chocolates!

For 2021, Oswald’s Gift Buyer Alecia and I have been talking about some product categories to focus on and grow: stationery, Naperville souvenirs, kitchenware, tea, naturally fragranced candles, small independent toy manufactures, along with eco-friendly products in every category! Is there anything you’d like to see more of? Email Alecia and me at info@oswaldspharmacy.com and let us know!

In a day and age where so much commerce is moving online, we want to make sure a trip to Oswald’s is well worth your time. From everyday essentials to a surprise find, our aisles will always bring a smile to your face. ℞