BLAST OF NOSTALGIA
Vidler’s 5 & 10 stocks old-school items just a half-hour’s drive from Buffalo,
EAST AURORA, N.Y.— Do you know how hard it is to find a lucky rabbit’s foot key chain these days?
For this retro oddity alone, I wholeheartedly endorse the magical Vidler’s 5 & 10 in a picture-perfect village just a half-hour drive from downtown Buffalo.
This rare five-and-dime has been in the same family since 1930. The staff gets younger (the third generation is now running it) as the shop gets older.
It’s on Main St., of course — the place with the red-and-white awning, and giant “Vidler on the Roof.” That’s Ed from the second generation. Inside you’ll face more than 75,000 items over two floors and four interconnected buildings, so it’s like a small Honest Ed’s — but more nostalgic than bargain basement.
The old-fashioned candy counter is a good place to start. There’s penny candy in glass jars and hard-to-find favourites such as Necco Wafers, Crystal Beach suckers and Canada’s own Coffee Crisps.
The candy is close to the retro/collectible area and the vintage and modern toys. This is where you’ll find rabbit’s feet alongside whoopee cushions, hula hoops and Tiddlywinks.
There’s probably nothing you can’t find here. The main floor has school/ office supplies, seasonal stuff, a “take a look nook,” cards, gifts, candles, home decor items and bath and body products. I almost randomly bought feather quills with sealing wax.
Downstairs you’ll find house/kitchenware (check out the impressive cookie cutter collection and toaster tongs), specialty and gift food, fabric/ yarn and crafts/ holiday items. There’s a year-round Christmas area with Buffalo-inspired ornaments, such as chicken wings (both flats and drums).
The Vidler’s story began when Robert S. Vidler, Sr. opened “The Fair Store” during the Great Depression with orders to keep the family name out of it. It took 15 years before he renamed his thriving business Vidler’s 5 & 10.
Robert’s sons Robert Jr. and Edward eventually took over and became local celebrities for corny “Bob and Ed” TV commercials. Ed also became “the Vidler on the Roof.” Now Ed’s children, Beverly and Don (and their cousin Cliff DeFlyer) run the show.
You’ll see them at the store every day. Their office is downstairs and they can tell how busy it is by the footsteps overhead.
“I have to admit it’s a fun place to work and you meet new people every day,” says Don. “Every day, I’m seeing somebody I know and I’m seeing different people. We get a lot of foreign visitors — they want to see a real American business.”
The only sad part of this story, according to Don, is the fact “we’re one of the last five-and-dimes around.”
Don’t worry, though. Vidler’s knows how to stay relevant. They may still do their inventory by hand, but they have a website and Facebook page, and do quirky product reviews on Vidler’s TV on YouTube.
“Ninety per cent of our customers are in a good mood,” says Don.
“It’s shopping and it’s entertainment.” Jennifer Bain was hosted by Visit Buffalo Niagara, which didn’t review or approve this story.