Store History
It all started in 1930, during the midst of the Great Depression, when Robert S. Vidler, Sr. opened “The Fair Store” in the quaint village of East Aurora. Family legend has it that his mother-in-law complained of having to go all the way to Buffalo (16 miles distant) to buy a spool of thread – and Robert saw the opportunity for a new, local business.
Despite skeptics who took bets his business wouldn’t last a year, the store survived and business grew. Robert waited 15 years to rename it as “Vidler’s 5 & 10” -- confident now of his success and no longer worried about ‘besmirching’ the family name should he fail!
Not only survived, but prospered! With sons Robert Jr. and Edward working alongside their father, the store continued to grow while maintaining the character and charm it always had – but now at ten times the size of the original!
Now well-known in Western New York, the series of “Bob and Ed” commercials started appearing on regional television in the ‘80’s and continue to delight viewers with the sometimes corny, always humorous ads. Many say the holiday season doesn’t start until the Vidler Christmas commercial airs!
Today the third generation of the Vidler family manages the store which has become a local landmark and destination point for shoppers near and far. Vidler’s is easily recognized by its red and white awnings, ginger bread trim and hand painted, gold leaf sign on the front. And the newest addition to the building is the original ‘Vidler on the Roof’ – it’s not to be missed!
Inside, you will see the original wooden floors, big, open counters (the same ones that Grandma… and great-Grandma browsed!) and a store stocked full of every kind of merchandise available from eyelet lace to iPod® accessories!
In today’s hectic world and often times impersonal (or no) assistance, return to a simpler time and place where prices are reasonable, the conversation is friendly and customer service a pleasure!
You really have to visit Vidler’s 5 & 10 to believe it! Located just 25 minutes from downtown Buffalo and within 45 minutes of Niagara Falls, Vidler’s offers a unique shopping experience for the whole family!
