Celebrating 90 Years!

What is the History of Vidlers 5 & 10 Store?

Vidlers storefront 1930 between the cars.
Vidlers storefront 1930 between the cars.
1930

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 S Vidler Sr.
Robert S Vidler Sr.
1946

Robert purchases the building he’s been renting in and doubles store size. Renames as Vidler’s!

Ed and Bob Vidler early 1950's
Ed and Bob Vidler early 1950's
1949

Sons Bob and Ed both working full-time with their father.

Store officially incorporated in NY State as “Vidler’s 5¢, 10¢, $1.00 & Up, Inc.”
Store officially incorporated in NY State as “Vidler’s 5¢, 10¢, $1.00 & Up, Inc.”
1954

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.

vidlers storefont early 60s
vidlers storefont early 60s
1960

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.

Main street sidewalk sale 1968
Main street sidewalk sale 1968
1968

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.
Rix Jennings redesigns store front to better reflect historic and nostalgic appearance.
1969

Rix Jennings redesigns store front to better reflect historic and nostalgic appearance. Founder Robert Vidler dies at age 79.

Carolcade Calendar Picture
Carolcade Calendar Picture
1972

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.
Liberty Bank TV ad with Peter Graves.
1980

Liberty Bank TV ad with Peter Graves. Store getting increased regional recognition.

Bob and Ed in the 1980s
Bob and Ed in the 1980s
1987

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.

Store gets national recognition with stories in Business Week and Martha Stewart’s Living
Store gets national recognition with stories in Business Week and Martha Stewart’s Living
1990s

Ed’s daughter, Beverly, joins business. Acquire “electric” building. Store gets national recognition with stories in Business Week and Martha Stewart’s Living

Vidlers now 4 connected storefronts.
Vidlers now 4 connected storefronts.
1999

Last expansion into adjacent building – Vidler’s now 4 connected buildings, almost 20,000 sf.

Vidler being hoisted into place!
Vidler being hoisted into place!
2009

Ed’s son, Don, becomes 3rd member of 3rd generation to join the business! “Vidler on Roof” hoisted into place!

Bill Rancic with the Vidlers crew!
Bill Rancic with the Vidlers crew!
2015

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.

A Prince for Christmas & other east aurora centered movies.
A Prince for Christmas & other east aurora centered movies.
2015-2019

Store and East Aurora become location for several made-for-TV Christmas movies.

Carolcade 2019
Carolcade 2019
2019

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.

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vidler's
5 - 10 & $
5 - 10 & $
Trip Advisor Certificate 2019

Mon-Thu - 9am to 6pm
Fri - 9am to 9pm
Sat - 9am to 6pm
Sun - 11am to 5pm

716-652-0481
676-694 E Main St, East Aurora, NY 14052