Celebrating 90 Years!

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.

Sons Bob and Ed both working full-time with their father. Business incorporates in 1953 and officially renamed as Vidler’s.

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. Grant 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 promoters of East Aurora’s Sidewalk Sale which premiered in July of 1968. Continues to this day and is one of EA's longest running annual events.

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. Now one of the town's most cherished holiday traditions which draws thousands from all over Western New York.

Liberty Bank TV ad with Peter Graves of "Mission Impossible" TV fame. Store gets increased regional recognition as people ask about the "old five and dime" in the Graves commercial.

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

Last expansion into adjacent storefront – 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 and quickly becomes a local landmark and roadside attraction!

Bob Vidler dies at age 88; Ed Vidler in retirement. Between them, “those Vidler boys” worked at the store a combined 110 years.

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 made-for-TV Christmas movies... up to 8 and counting!

Ed Vidler dies at age 90. 47th annual Carolcade with over 4000 in attendance.

Through the Great Depression, two World Wars, economic ups & downs, increased competition and a few major blizzards, the store never closed for more than 2 or 3 days in a row. However, the global Covid Pandemic shuts us down for 2 ½ months and forces postponement of 90th anniversary celebration. A delayed but joyous "90th + 1" celebrated in the summer of 1991.

In 2025, we'll be celebrating our 95th year on Main Street on the actual opening date of the store, Saturday, June 21. We think Granddad would be amazed and very proud that the store is now 20x larger than when he first opened and recognized as one of New York State's historic businesses!