Non-Normal Black Friday

Growing up in San Francisco, December always meant a trip with the whole family to the holiday wonderland that was Union Square. FAO Schwartz was the highlight, where shopping was a fully immersive experience: As I remember it, a giant Jack climbed up a beanstalk from the ground level to the top floor, while children rode the packed elevator, full of other holiday shoppers, to be tantalized by glamorous toy displays.

Holiday shopping has changed a lot since those days. But, what remains true is that it is rarely the stuff bought or gifts received that really stick. Taking Muni downtown, being in the company of fellow holiday revelers, seeing the lights, hearing the music—this is the stuff of memories. Some things never change.

So in that spirit, we write this newsletter to offer unconventional Black Friday thoughts and ideas...

Local 💝

Where you choose to spend your money makes a difference. Locally owned neighborhood cafes, restaurants, and shops take your dollars and recycle them back into the community.

So, this holiday season, choose Your Street instead of Amazon: Find a toy shop to patronize, book a winter's evening at a neighborhood restaurant, or experience local artists at a show, gallery, or museum. The richness of your experience—and our shared spaces—will benefit from your choices.

Pre-Owned & Circular 💫

Long-term customer success at The New Wheel has always meant more than just selling a bike. It means ensuring you find the right bike and offering subscriptions, trade-ins, and service & protection plans, to get the most out of your wheels. And if we don't have the right bike at the right price, it means recommending a higher-quality pre-owned bike over a lower-quality new one.

The trend towards circular is more mainstream than ever. You can shop online from national brands or better yet, patronize your local consignment, antique, second-hand and thrift stores to find thrill in the discovery as well as the object.

Go Places, See People 🚲

Your ebike is your ticket to adventure and memory-making: Ride to the SMART train, travel to the wine country and stay overnight. Cycle to a secluded beach in the Marin headlands and take a dip. Watch the sunrise on the winter solstice from the top of Mt Diablo.

Perhaps you budget less for buying things this season... and more for excursions? Your photo album is filled with people and places, not things.

Some of Our Favorite Experiences (& things), in No Particular Order

• AB Fits (jeans) 

• Tantrum (decorations and children's gifts) 

• Vik's House of Chaat (lunch) 

• Red Rock Spring (a fresh sip of water)

• Boulettes Larder (a cocktail with something good to eat) 

• Non-Disposable Life (great re-useables) 

• Stuff (used furniture) 

• Center Hardware (practical gifts!)

• Rainbow Grocery (bulk and cheese department)  

• Haida Tools (scissors, etc.) 

• Preserved (all your pickling needs) 

• Bernal Cutlery (knife sharpening+)

• West Point Inn (a wonderful night)

• The Buena Vista Cafe (strong coffee)

• Pelican Inn (cider and something to eat after a ride and the beach)

• Spanish Table (travel without traveling) 

• Green Fish Trading (antiques)