File:Vidler's 5 & 10 store with street clock, Main Street, East Aurora, New York - 20230219.jpg

English: The scene outside the famous Vidler's 5 and 10 store in East Aurora, New York on a February 2023 afternoon. Sprawling across four adjacent storefronts lining the north side of Main Street between Church and Pine Streets in the village center, Vidler's traces its history back to June 1930, when namesake founder Robert S. Vidler open the so-called "Fair 5¢ to $1.00 Store", offering Depression-wary locals a modest range of bargain-priced merchandise in a 900-square-foot rented space. Vidler purchased the building outright in 1946, expanding into the neighboring storefronts gradually beginning in the 1960s, and in 1987 began its ascent to the status of kitschy tourist destination courtesy of a series of local television spots featuring "Bob and Ed", the second generation of the Vidler family to operate the store. Today, aside from the dizzying range of gifts and knickknacks it sells to throngs of loyal visitors, Vidler's is known from coverage in Business Week and Martha Stewart Living magazines, and has been featured on the small screen in many of the made-for-TV Christmas movies that have famously filmed in East Aurora. The street clock seen at right, manufactured by the Verdin Company of Cincinnati, was unveiled in 2000 to celebrate Vidler's 70th anniversary in business.