When Business Becomes Personal

In an era where streaming services dominate and physical media seems all but forgotten, one small business owner in Pocatello, Idaho has made an extraordinary decision that defies conventional business logic. The owner of Video Stop, the last surviving video rental store in the area, officially closed his doors to the general public in early 2025. However, in a remarkable twist that speaks volumes about human compassion, he continues to operate his business for just one customer—an elderly individual with limited mobility and technological access who relies on these movie rentals as their primary source of entertainment.

The Last Video Store Standing

The digital revolution has been merciless to video rental businesses across America. Once-mighty chains like Blockbuster have vanished almost entirely from the landscape, with only a single famous location remaining in Bend, Oregon as a nostalgic tourist attraction. Independent video stores have faced an even steeper uphill battle, with most succumbing to the convenience and vast libraries offered by streaming platforms.

Video Stop in Pocatello managed to outlast most of its competitors, becoming something of a local landmark as the years passed. The owner, who had built relationships with regular customers over decades, watched as foot traffic gradually diminished and younger generations never developed the habit of browsing physical shelves for weekend entertainment.

The Economics of Closing Down

The decision to close a long-running business is never easy, especially when that business has been a fixture in the community. For Video Stop’s owner, the financial reality had become impossible to ignore. Operating costs, including rent, utilities, and inventory maintenance, continued while revenue steadily declined. The mathematics of modern retail had rendered the traditional video rental model unsustainable.

Most business owners in this position would simply liquidate their inventory, hold a closing sale, and move on to other ventures. The Video Stop owner began this process, selling off much of his collection to collectors and nostalgic former customers.

One Customer Who Couldn’t Be Left Behind

During the closing process, the owner realized something that gave him pause. Among his dwindling customer base was an elderly person who visited the store with remarkable regularity. This customer, who had limited mobility and lived alone, relied on these weekly movie rentals not just for entertainment but for a meaningful connection to the outside world.

The Digital Divide Reality

While most Americans have embraced digital streaming services, a significant portion of the elderly population remains on the wrong side of the digital divide. For Video Stop’s special customer, several factors made streaming services inaccessible:

• Limited technological knowledge and comfort with digital interfaces
• Lack of reliable high-speed internet access
• Fixed income constraints making multiple subscription services unaffordable
• Physical limitations that made navigating new technology challenging

For this customer, the simple act of selecting a physical DVD, bringing it home, and playing it on a familiar DVD player represented an accessible form of entertainment that maintained their independence and quality of life.

A Business Model of One

Rather than leaving this loyal customer without access to movies, the Video Stop owner made an unprecedented decision. He would officially close to the public but maintain a portion of his inventory specifically for this one customer. The arrangement transformed what had been a traditional retail business into something more akin to a personalized service.

How the Arrangement Works

The owner kept several hundred titles from his inventory, focusing on genres and actors that his special customer particularly enjoyed. He arranged a weekly “browsing appointment” where the customer could come in, take their time selecting movies, and enjoy the familiar ritual of video rental that had been part of their routine for years.

The financial aspects of this arrangement are secondary to the human connection. While the customer still pays a nominal rental fee, the owner has essentially transitioned from running a profit-seeking business to providing a community service that happens to generate minimal income.

The Ripple Effects of Kindness

News of this unusual arrangement has spread throughout Pocatello and beyond, touching hearts and inspiring others to consider how they might make similar accommodations for vulnerable community members. Local media coverage has highlighted how small acts of kindness can have profound impacts on individuals who might otherwise be isolated.

Community Response

The community’s reaction has been overwhelmingly positive. Several local residents have offered to donate DVDs to expand the available selection for the elderly customer. Others have suggested creating a volunteer network to deliver movies to homebound seniors who might benefit from similar services.

The story serves as a powerful reminder that behind every business transaction is a human relationship, and that the most meaningful business decisions aren’t always about maximizing profit.

Lessons in Customer Service Excellence

The Video Stop owner’s decision exemplifies customer service at its most fundamental level—identifying and meeting a genuine human need. While most businesses scale their operations to serve as many customers as possible, there’s something profoundly moving about a business that scales down to serve just one person with exceptional care.

This approach challenges conventional business wisdom but aligns with emerging values around social responsibility and community connection. It demonstrates that sometimes the most innovative business models aren’t about technology or efficiency but about human relationships.

Conclusion: Beyond Business as Usual

The story of Video Stop’s transformation from a traditional retail establishment to a service for one special customer reminds us that businesses are ultimately about people. In a world increasingly dominated by algorithms and automation, this Idaho video store owner has created something truly countercultural—a business model based entirely on human connection and compassion.

As physical media continues to decline and more services move online, we should consider who might be left behind in these transitions. The digital divide affects not just access to entertainment but to essential services, information, and community connection.

What small accommodations might other businesses make to ensure vulnerable community members aren’t isolated by technological change? How might we all look beyond profit motives to see the human needs we could address through our work?

The Video Stop owner didn’t set out to become an inspiration, but his simple act of kindness serves as a powerful example of how business can be a force for good when it prioritizes people over profit. In keeping his store open for just one customer, he’s opened many hearts to the possibility of a more compassionate approach to commerce.