Shoe polish stands begin to vanish, lose their shine
On a recent winter weekday at Penn Station Shoe Repair and Shoe Shine, men hop onto shoeshine chairs and pull out newspapers and phones to read while shoeshiners get to work applying polish and elbow grease to loafers, boots and other leather shoes. When finished, these customers hand over $8 in cash at a counter where a sign reads “We’re not God, but we do save soles.”
Shoeshining has a vaunted history in the U.S. In the 1860s, Horatio Alger popularized the “rags-to-riches” American narrative with his book “Ragged Dick” about a shoeshiner (or “bootblack”) who works his way up to wealth. “Shoeshine boys” (and occasional girls) have subsequently been in countless movies and TV shows.
Today, the tradition of getting a quick polish from a ragtoting shoeshiner is greatly diminished, and many stands similar to the one in Penn Station have disappeared across the country. The decline has been exacerbated by the pandemic, remote working and the rise in popularity of more casual workwear when people did return to the office. SC Johnson, which makes the biggest shoe polish brand, Kiwi, even said in January that it had stopped selling the brand in the U.K. due to softening demand (they still sell it in the U.S.)
The last time the Census listed shoeshining as a discrete business was 2007, when only
30 establishments were counted. The more-encompassing shoe repair market has declined an estimated 23% between 2013 and 2023 to $307 million, according to market research firm IBISWorld. Shoe polish sales in 2022 totaled 27.3 million units, down 29% compared with 2019, according to figures from Nielsen, a sign of the changes brought on by the pandemic.
Nisan Khaimov, who owns the Penn Station stand, said his stand would shine 80 to 100 shoes each workday before the pandemic. Now it’s between 30 to 50 on Tuesday to Thursday, and even fewer on Mondays and Fridays. Hybrid work is hurting his business.
“Until people come back to work, the problems will not be solved,” said Khaimov, who benefits from commuters traveling in and out of New York City who can’t get their shoes
shined where they live. “And it’s not good for landlords and for tenants also like us. So, we’re waiting. But eventually it will go back to normal, we hope. But when we don’t know.”
Shoe repairs typically bring in more money than shines. At David Mesquita’s Leather Spa, which operates five shoe repair and shoeshine businesses, including two in Grand Central, the bulk of the business comes from shoe, handbag and garment repair. But shoeshines are still a key offering to draw people in to Leather Spa locations since they’re not available everywhere.
Pre-pandemic, Leather Spa had four shoeshine chairs in Grand Central and six shoeshiners rotating, who would do about 120 shines a day. Nowadays, there are three shoeshiners who do 40 or 50 shines on the best days.