But these days they are more cautious and as every year goes by more big name retailers fall by the wayside.
Yet John Lewis Reading, by no means the cheapest in town, is expecting its on and offline sales to be good. A £20m refit last year has helped keep it fresh and shoppers I saw there today, seemed to tell the story.
Managing director Gordon Stenton told me the big sellers so far included nightwear, slippers and iPads and you can witness the business in those areas when you go in – most notably in the technology department.
It was mobbed. I wanted to browse but there were too many people .
With Comet and Dixons biting the retail dust, John Lewis, already strong and trusted, might now start to develop this area even further.
It’s not an area of retail that’s going to go away. The fact a popular co-op is on the case is good news for its future.