And those kind of I guess kind of specialty shops or I can, me and my mom used to go to those things all the time and it feels like you've been, I go to those and it's a different experience from Aiden to go to Walmart or whatever like a big store, because then you're like going to these boutiques and you're getting to know the people and it feels like a different kind of shopping. And I think it's all about being then there's a loyalty there that gets that you then translate to other people because you're like, "Oh, I found this really cute shop." And then you want to buy from those people and then introduce your friends to this kind of special experience that you've had.