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Show by BEN FANTON Anyone who grew up before the 196lk remembers 3 & l(k, with their wonderful c lutter of goods and toys affordable even id 1 kid with a dime. And because most dime sixes woe relaciveiy small at least by today's shopping standards they weir often full of recognizable and friendly feocs. The last F. W. Woolwonh dosed in 1997, but at least one dime store Vidler's 3 & 10 in East Aurora, N.Y. isn't just holding on, its thriving. Thats largely due to Ed and Bob Vidler, who run the store the service, way, with friendly, the way their father did when he opened it in 1930. We can order something on the spot," Ed says. If somebody comes in and says they need a special tablecloth for a wedding, ore try to get it. That's something national chains can't da They cn't give that personal service." Paying attention to nisenmns needs helped die Vidlen survive the opening ofa shopping mall near face-to-fa- ce a Bob and EA dim store has a Main Straat Cxtura for 72 yaara. Vidler's, you can buy one safety pin shows Ed sweeping the sidewalk, while Bob says,' cost, 3 cents. They cany penny candy, and a dime still ride on a of the or a Our father said ifwe gave folks what they want, wed Sandy buys bag popcorn mechanical hocse, a fixture at Vidler's. . really dean up. Corny, bur the ads attract shoppers. Weve had some good stories out of The Vidler brothers are hometown fixtures in other ways as well. They help celebrate Millard Fillmore's birthday on Jan. 7 because the 13th chose things, so Sandy was out of action for a president lived in town and had a law office in the while before we got her fixed. In the meanbasement of what's now Vidler's. On July 4, they time, we got this sad letter from a little girl sponsor the kids port of the local parade, named Brianna. She wrote, What's happened (for Kiddies Parade on Wheels), and on die last to Sandy? I love that horse and I'd like to ride Saturday before Christmas, the street in front of the store is closed off and some 2,000 people gather to Sandy again. When it was fixed, I took the letter to the local paper and had an article ptit sing carols and enjoy hoc chocolate, doughnuts, in that said, 'Brianna, Sandy's fixed. You can and candy canes. ride her main for a dime. Local people got a And die store dieir father founded will continue kickoutof it. The girl moved away years ago, into a third generation dightr Barbara and a but this past spring I got an announcement nephew, Cliff; who have worked there for years, are of her graduation from a college down in ready to keep going when Bob and Ed retire. Virginia. She still was in touch. Theyve been a major part of our community, The Vidlers run commercials on norby says Christine Peters, deputy mayor of East Aurora. Buffalo, N.Y., television stations. The ads feature They've; been a successful business but also a real Bob and Ed, both in their 70k. In one. Bob feces the ' attraction as it to tourism. camera with Ed in die background on die roof of Think about it an dime store has the store as Bab says, a Vidler on the roof. Bob become a tourist attraction. ends another widi, come to Vidlers where youll find 7843 items, including me and Ed." Still another Btn Fanttm write frm bit btmt in Wdlsvillt, N.Y. Sandy, Ed rays. About 20 years ago, the horse broke down. Its hard to get parrs for ml 5$ $ ArMaon kitchen or how to use the hand-hel- d sells. the store gadgets We dont carry electric toasters or blenders, Ed says. Everybodys got that. We tell strawberry hullets, cherry pitiers, and pickle pickets. People look at it and laugh but half the time they buy it. Another part of their success is keeping products current. You have to keep the atmosphere of the old store, Ed says, but you have to keep your merchandise current. Vidlers offers die look and feel of an old five & dime but stocks the latest in crafts. And they still cany items that sell for 5 or 10 cents and even less. At W tVMfort. East Auroca (pop. 6,673) in the 1960s that and laming how to tighten their befas when ocher stores an Main Street were dosing. Bob and Ed rake special sheets are ordering seriously, and customer-reque- st next to every cadi register: Their staffis another factor in their success they bite people who like people. Typically, employees give advice on sewing projects "f! Page 4 American Profile JU |
