By Kate Bartlett
The world’s largest 5 and 10 store is celebrating 90 years in charming East Aurora, NY. Picture a movie scene of a quaint village, shoppers strolling along, casually drinking coffee or eating dinner at the local restaurants. That’s the village of East Aurora along Main Street. Vidler’s 5 and 10 is at the heart of the village, literally and figuratively, as it has been at the center of the village since 1930. Not only is it a treasure of a novelty shop with two floors to discover, but it has been the backdrop of several films over the years.
Founded by Robert S. Vidler in 1930 at the start of The Great Depression, the original store consisted of approximately 900 square feet with 2 aisles of goods. Local merchants made bets that the store would close within 6 weeks. Fisher Price Toys opened in the block behind Vidler’s later that year. “It opened and operated as the local 5 and 10 for several years,” says third generation co-owner Bob Vidler. “We proudly doubled in size by 1946. Vidler’s was the place for locals to get their shoelaces, pots and pans and chat with neighbors for over 40 years, when we expanded to include more novelty goods.”
It has been recognized in National publications including Business Week and Martha Stewart’s Living. In 1999, it expanded to 4 connected buildings comprising almost 20,000 square feet. Between 2015 and 2019, Vidler’s and the surrounding village of East Aurora served as the location and backdrop of several made-for-TV Christmas movies including Prince Christmas. Even with such remarkable recognition, Vidler’s remains a family run business operating with the same core values it was founded on 90 years ago.
“I really credit my Dad and Uncle for putting Vidler’s on the map for nostalgic and national draw,” says Don Vidler, third generation co-owner. Don co-owns and operates the store with his cousin Cliff and it has been in the family for its entire 90 years. “They helped attract regional and local bus tours and got the attention of news reporters to run stories on the shop. They added the large red and white awning, giving the storefront more curb appeal and it’s unique appearance. Our Liberty Bank commercial series with Peter Graves really got people’s attention and brought in more business.”
Nowadays, The Upper-Level candy counter has an incredible selection of old-time favorites such as Mallo Cups, Sugar Daddies, Candy Cigarettes, Crystal Beach Suckers and more. Available by the pound or by the penny like the good ‘ol days. Browse the Retro & Collectible section for wall art, figurines, tins, mugs and more from classics like The Wizard Oz, Lucy and Hello Kitty. The Toy section is a favorite for every kid and kid-at-heart with classic favorites (yo-yo’s, puzzles), stuffed animals, fidgets, toy cars and more. Shop the wide selection of office supplies for crayons, markers, paper, coloring books and other Crayola Favorites. Visit the seasonal section, candles, bath & body, cards, gifts, home décor and the ‘take a look nook’…you never know what you’ll find! Sandy, the mechanical horse, is every child’s favorite, and still only costs a dime to ride. Their classic popcorn machine gives kids a glimpse into the past filling up a brown bag for only a nickel. Get your fortune told on the scale, (before your treats of course) for a true nostalgic flashback.
On the lower level, browse the house & kitchenware for their endless collection of gadgets, cookie cutters, canning and cake supplies. The specialty and gift food section for their unique selection of soups, teas, coffees, scone an cake mikes. Their extensive craft section includes an extensive collection of fabric and yarns, craft patterns, fabric, beads and jewelry findings, unfinished wood items, stencils, paints and more. Last but not least, relish in their year round Christmas and Holiday section for treasures galore.
“We’re proud to be able to provide such an expansive collection of goods; our aisles really run the gamut. Yet, at the heart of our store, we still strive to provide the everyday essentials of a 5 and 10”. says Don. “We still operate under the same core values, and we strive to make our family proud. I love serving the community and our employees offer personal customer service. It means a lot to see our regular customers, friends and neighbors chatting with each other, because that’s what Vidler’s has been over the years: the heart of the community. We strive to keep or regular customers, and help new customers leave with a smile.”
Don and the rest of the Vidler team invite readers to stop in and walk the floors, and see what’s in store. Visit https://www.vidlers5and10.com/ for more information, follow on Facebook, call (716) 652-0481 or stop in at 676-694 Main Street, East Aurora