This picturesque village where Fisher Price toys are born is a mecca for holiday bargains

Mary Chao
Democrat and Chronicle

It's a most magical time of the year. Main streets across the region are decked out for the holidays with shoppers and storekeepers merry and bright.

A great way to enjoy the holiday spirit is with a road trip. There are many nearby charming towns and villages from Seneca Falls in Seneca County to Caledonia in Livingston County.   

The village of East Aurora, Erie County, about 80 minutes away Rochester, is a great place to explore as well as nab some deals for the little ones on your holiday list as the Fisher Price Toy Store is located there. Combine outlet pricing on toys with shopping local on Main Street while enjoying local eats makes for a fun outing this holiday season.

Fisher Price

East Aurora for a day trip

The toy company headquarters is at 636 Girard Ave. off the main drag of stores. There, you'll find most of the company's popular lines such as Hot Wheels products and American Girl doll accessories. The store sells accessories such as clothing and furniture for the high-end exclusive dolls but not the dolls themselves. American Girl books that are popular with tweens are also sold at the company store. There is an outlet section filled with toys at half off and more. Associates will also hand out coupons for select items as you shop the vast store and outlet. There's something for everyone at the Fisher Price store and even large battery operated cars. Inventory changes regularly at the store. It's good to have a wish list on hand. I texted my niece to find out what my nephew is into and he is all about Jackson Storm from the movie Cars and sure enough, I was able to find Cars merchandise there.

The Fisher Price Toy Store in East Aurora.

Vidler's 5 & 10   

Vidlers 5 & 10 at 676 to 694 E. Main St. is a landmark in itself. It's a variety shop and so much more, with all types of kitschy gifts and toys. Vidler's proclaims itself the largest five-and-dime store in the world. There are more than 75,000 items spread throughout four buildings on two levels. It's a place where you can browse for hours.

The shop was launched in 1930 by Robert S. Vidler Sr. Legend has it that his mother-in-law complained of having to go all the way to Buffalo (16 miles away) to buy a spool of thread and Robert saw the opportunity for a business in his hometown.

The third generation of the Vidler family is now running the store. It's now more than 20 times larger than the original. Visitors will notice Vidler on the Roof statue — a sight that can't be missed.

Lunch boxes at Vidler's 5&10.

Main Street and more

There are many boutique family-owned small businesses in the picturesque village and here are just a few to check out for holiday shopping. Aurora Outfitters at 594 Main St. is an outdoorsy store offering a large variety of footwear, apparel and accessories for outdoor enthusiasts. Wallflower Vintage at 712 Main St. carries vintage clothing, linens and accessories. 

For dining, we stopped in at Red's Hot Dogs at 634 Main St. The main feature is, you guessed it, hot dogs with a variety of different toppings. The roast beef on 'weck is a regional favorite and served with au jus on the side. Malts and shakes are also available at the small diner that's a throwback in time, just as the village of East Aurora.

Mary Chao is the retail and real estate reporter at Democrat and Chronicle with a passion for helping readers ave time and money. Have an idea for the column? Email mchao@gannett.com.