Sidewalk Sales by Pete Zizka 7-30-2022 |
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. |
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