Celebrating 90 Years!

What is the History of Vidlers 5 & 10 Store?

Fisher Price Toys opens in the block behind Vidler’s in Sept. of 1930
Fisher Price Toys opens in the block behind Vidler’s in Sept. of 1930
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.

vidlers grand dad
vidlers grand dad
1946

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

vidlers uncle bob in the 50s
vidlers uncle bob in the 50s
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 east aurora 1968
main street east aurora 1968
1967

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.

Cousin Cliff DeFlyer joins business and becomes 3rd generation of family at the store.
Cousin Cliff DeFlyer joins business and becomes 3rd generation of family at the store.
1987

First “Bob & Ed” TV commercial starts airing. Corny and humorous – those “Vidler boys” achieve celebrity status in Western New York.

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

The entire 20,000 sf Vidlers Storefront
The entire 20,000 sf Vidlers Storefront
1999

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

Our candy counter
Our candy counter
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.

Trip adviser logo
Trip adviser logo
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

Attention:
In response to the COVID-19 outbreak, WE WILL NOT BE OPEN UNTIL FURTHER NOTICE

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