One “Willimantic Tradition” of years past was the annual Willimantic Days Sidewalk Sale sponsored by the Retail Merchants Bureau of the Chamber of Commerce. It began in the late 1950s and within a few years became an outstanding success which drew in thousands of shoppers from Willimantic and nearby towns. During the 1960s and 70s, there were at least sixty members of the Retail Merchants Bureau and about half of them participated in the sales. The mid-summer sidewalk sales event was a great way for merchants to start selling off their summer stock and showcase their fall and winter wares. And, of course, shoppers benefited since, for the most part, merchants offered about one third to one half off their usual prices. The sales were held regardless of weather and even inclement weather did not deter shoppers. In fact, the hot muggy weather during the July, 1963 sale “contributed to volume sales in swimsuits, shorts, sport shirts and other summer garments”. For several years, in order to avoid congestion and parking problems on Main Street, there was a free bus service with the bus shuttling between Jackson Street and West Avenue along Main Street and Valley Street. As a further inducement to bring in shoppers, the Merchants Bureau also offered prizes. The major prize one year was a free weekend in New York City including a dinner at Sardi’s and a Broadway show. The Sidewalk Sales event from time to time would also include features such as short parades or other types of entertainment. In 1975, local residents got on board and worked to organize a “bicentennial Summerfest”  which was to feature,” games, sporting events, social programs and sidewalk sales to provide ‘just plain fun’ for area residents”. It was a great success and was repeated the following year. The Sidewalk Sales highlighted the fact that Main Street was filled with mainly small stores owned and operated by local people. A special Sidewalk Sale advertising section in the Chronicle one year featured photos of many of these local entrepreneurs or their salespeople demonstrating merchandise or preparing for the sale. Perhaps many of the names will bring back memories. John Hill, the supervisor of the Grant’s pet department was pictured holding a koala bear. Bob Burnore, the manager of Hurley’s Prep Shop was preparing his stock of sport coats and said that “prices…will be at their lowest of the Summer”. At the same time, Dick Anthony and Terry Daigneault were moving their racks of summer jackets outside “to join the rest of the bargains already on the sidewalk”. Mel Rosenberg, whom many will remember as the owner of Terry’s Kiddie Shop, was pictured making signs for his displays (this week’s photo)  while Nate Mandell was also busy marking down prices on paper barbecue supplies and other “outdoor paper supplies” at Sweeney’s Stationery”. Dick Case, proprietor of Smith-Keon, said,” the varied items reduced for sale are the finest we have been able to offer” if one happened to be in the market for jewelry or related items. Offering friendly competition, Gerald Lizee of Lizee Jewelers was busy preparing his stock. He said that, “All Lizee diamonds are checked carefully for proper size stone in the setting.

                              

                                                               Click on photo for larger version