Wall Street crashes in October of 1929, national and global economies plunge and Robert S. Vidler opens his “Fair 5¢ to $1.00 Store” on June 21, 1930… at the start of what would become known as the Great Depression. Renting part of a building, his store consists of 2 aisles and is approx. 900 sf. Local merchants make bets that the new guy won’t last 6 weeks. Fisher Price Toys opens in the block behind Vidler’s in Sept. of 1930
Robert purchases the building he’s been renting in and doubles store size. Renames as Vidler’s!
Sons Bob and Ed both working full-time with their father.
28x30’ addition to 1st floor and basement. Ed creates larger “Toyland” in basement addition and Vidler’s becomes known for having one of bigger toy selections in area.
East Aurora Plaza opens with W.T. Grants as the anchor store – at the time one of the fastest growing variety chains in the country. Two other local 5 & 10’s go out of business within 2 years. Vidler’s starts promoting and advertising for first time in local papers.
Ed - one of the founders - and big promoter of East Aurora’s Sidewalk Sale.
Rix Jennings redesigns store front to better reflect historic and nostalgic appearance. Founder Robert Vidler dies at age 79.
First East Aurora Christmas “Carolcade” sponsored and promoted by Vidler’s with maybe a few hundred in attendance
Liberty Bank TV ad with Peter Graves. Store getting increased regional recognition.
First “Bob & Ed” TV commercial starts airing. Corny and humorous – those “Vidler boys” achieve celebrity status in Western New York. Cousin Cliff DeFlyer joins business and becomes 3rd generation of family at the store.
Ed’s daughter, Beverly, joins business. Acquire “electric” building. Store gets national recognition with stories in Business Week and Martha Stewart’s Living
Last expansion into adjacent building – Vidler’s now 4 connected buildings, almost 20,000 sf.
Ed’s son, Don, becomes 3rd member of 3rd generation to join the business! “Vidler on Roof” hoisted into place!
Store enters Intuit Quick Books “Small Business / Big Game” contest to win free Super Bowl commercial. Over 15,000 initial entries, Vidler’s makes Top 10, then final three, but alas comes in second place.
Store and East Aurora become location for several made-for-TV Christmas movies.
Ed Vidler dies at age 90. Between them, Ed and Bob worked at the store a combined 110 years. 47th annual Carolcade with over 4000 in attendance.