Big Al's Super Values

A Farewell to Big Al's

You’ve seen the ads. You’ve seen the yellow ruler suspenders. You’ve seen the gorilla face t-shirt or the full gorilla costume. You know the man “Big Al” from his larger-than-life TV ads. His 19,000 sqft emporium turned roadside attraction, Big Al’s Super Values on Route 1 is located in Wiscasset. And I bet you voiced in your head just now when reading “Route 1” saying it just the way owner Al Cohen or as he is better known, Big Al, says with a booming voice with just a hint of a New York accent on his wacky commercials.

You can't miss Big Al’s retail space on Route 1. For over 35 years, Big Al’s has been a colorful fixture in Wiscasset. Downeast Magazine calls Big Al’s Super Values Store one of the most recognizable icons of summer in Maine. Not your typical store, Big Al’s specializes in selling odd lots… meaning you never know what you’ll find on your visit. Apparently Al’s basic philosophy was to sell people things they didn’t know that they needed. On a recent visit in December, we stopped by to search for some unusual stocking stuffers and paper craft supplies. Big Al’s did not disappoint. We found musical candy dishes, mac-n-cheese design band-aids, and glow-in-the-dark-sputnik ornaments, the latter two made it into the shopping cart… just because. Also on that outing I purchased a dog-themed bandana for my good boy Ferris. The copyright date on the bandana was 1990. Who knows how long it had been sitting in a warehouse. Ferris doesn’t mind, he rocks the look and it is still fashionable.

A few years ago I took a dear friend from Italy to Big Al’s. We were returning from visiting Pemaquid Lighthouse and were already on Route 1. I was helping him check off a list of 101 things to do in Maine that was published by a local magazine which included visiting lighthouses and scenic landmarks, along with a visit to Big Al’s Super Values. Yes the store made it in the top 101 things to do in Maine! He was awestruck by the sheer volume of merchandise that covered floor to ceiling shelves and crowded aisles. I found a supply of “How to Cook Lobster” cookbooks that I am still sharing with my new-to-Maine home buyers.

Al curates his eclectic wares from companies that deal in seasonal products that need to be dumped at close of the season, going-out-of-business and/or bankrupt retail establishments. Merchandise is cheaply bought by the tractor trailer full and the savings passed on to the consumers. During a 2017 interview with Downeast Magazine, Al told the reporter that he couldn’t imagine retiring. He loved what he did. Loved his employees. Loved his customers. Now, only a few years later, all that is going to change. Al announced in September that the store would be closing in January 2022, citing a combination of reasons including pandemic regulations on businesses, being short staffed, and the prevalence of online shopping. Like other Maine small businesses, the pandemic hit the store hard, going from 25 full time employees to only 11, some part time, after the store re-opened from the imposed statewide lockdown. To make up for missing manpower hours, Al was working at the store himself but the manual labor was taking its toll on the 71 year old. Sadly ironic, like the stores where he had purchased his discounted merchandise, Big Al’s now joins those out-of-business businesses.

I returned for 3 more purchasing trips to Big Al’s with the last foray on the final day of business. The parking lot was full and shopping carts were scarce. This was a time when a shopping basket would simply not suffice. Folks were there to shop the bargains like me, but more were there to say a sincere goodbye to the man behind the colorful “Big Al” persona. There were customers, former employees, and local townspeople. Many were crying. An era was coming to a close.

As I was maneuvering down a crowded aisle, I looked ahead and saw that famous gorilla t-shirt and the one and only Al, the man behind that t-shirt. I approached and like an awed struck fan quietly asked to take a selfie with him. He graciously accepted. He was all smiles in the photo but there was sadness in his eyes and he wore a look of weariness upon his face. I watched as he made his way through the store surveying his kingdom one last time. Everyone was greeted with that infectious smile and we were all delighted with hearing that distinctive voice utter those now famous words of “Route 1” when he was asked to do the commercial voice.

Although Big Al’s Super Values store is sadly closing, the over-the-top commercials will continue. Big Al’s Fireworks Outlet will remain open. Al had opened the fireworks store in 2012, adjacent to the store. Offering an extensive variety of fireworks for all your pyrotechnics with such names like American Fury, Atomic Fireball, Fighting Rooster, and Balls of Fire, the store continues to be busy throughout the year and not just the holidays. Their website states “We sell at the lowest prices in Maine. More bang for your buck.” A recent TV ad showed Big Al in an Uncle Sam costume touting his fireworks inventory. It made me chuckle. I will miss seeing the Big Al store ads of the giant Al peering through the store windows, but glad to see that we will still have Big Al and the fireworks. Route 1 wouldn’t be the same without him.