It's Beginning to Look a Lot Like Christmas

By Jennifer McGuiggan, Communications Coordinator

They say that the holidays come but once a year, but in Smethport, Pa, it's Christmas all year long. With a wonderfully self-explanatory name, America's First Christmas Store spreads the joy and beauty of the holidays each and every month. Owners Dee and Greg Buchanan are pleased to have played a part in this 69-year-old tradition.

"We sell Christmas all year long. We also sell gift items and collectibles," says Dee, running down a partial list of their regular collectibles: Boyds Bears, Snowbabies, Treasured Teddies, Fenton Glass, and Charming Tails. The store is also branching out into gourmet food and women's accessories. All told, America's First Christmas Store sells over 15,000 items.

But it's the magic of Christmas that people come to experience in the summer, spring, fall, and winter. And with the largest Christmas village setup in Northwestern Pennsylvania, 40 different theme trees, and two full rooms dedicated to Christmas ornaments and décor from all over the world, it's no wonder that folks travel from many states and countries to discover this holiday treasure. "I think I'm most proud of the store," Dee says. "People come from all over the world to this store and so many times we hear the comments, 'This is such a beautiful store,' and 'Oh, I could get lost in this store.'"

According to Dee, tourists account for 80 percent of the store's business. "A lot of people who go on vacation will take home an ornament to remind them of that vacation or area," Dee explains. "A lot of time they come in to see if it really is America's first Christmas store." The store's idyllic location adds to its charm and helps to fuel tourism. Its hometown of Smethport, tucked away in the Allegheny Highlands, has been designated the first heritage community along the historic Route 6 corridor.

The Buchanans purchased the store in 1998. Dee manages the day-to-day operations of the store, while her husband tackles the finances. Ironic, since Dee has a Bachelor degree in Finance and spent ten years as a trust officer. The couple shares the store's buying responsibilities, and Dee notes that Greg always finds off-the-wall items that end up being hot sellers.

In fact, it was Greg's gift purchases that led the Buchanans to buy the store in the first place. It all started with a Department 56 Church that the couple received as a wedding gift. Each year, Greg visited America's First Christmas Store to buy another building to complement their growing set. When the previous owners - who had purchased the business from the original owner 18 years before - looked to sell the store, Mr. Lowell singled out Greg due to his shared background with the store's founder, Leonard Johnson. Greg, like Johnson, is a pharmacist.

According to Dee, Johnson began making lawn decorations in the early 1930s as a hobby. By 1935, he was selling these displays out of his drug store and gaining a national reputation.

About the same time that the Lowells were looking to sell, says Dee, she was looking for a career change. She and Greg purchased the business with financing from the Lowells, who also agreed to stay on for three months to train the Buchanans. "They went on the first couple of buying trips with us to help us get adjusted, to meet the vendors, to show us the ropes," says Dee.

Despite her finance background, retail wasn't exactly new to Dee. She also holds an Associate's degree in merchandising and retailing. She notes the considerable differences between the two industries: "I used to say that the stresses here are different from banking. If I made a mistake in banking I could disqualify a retirement plan; here, I just hurt myself."

In addition to the business, Dee is committed to - and busy with - family and community. She has three adult children and an 11-year-old son. She also finds time to be a member of the Smethport Chamber of Commerce and sit on the Boards of Directors for the SW Smith Memorial Library and the Allegheny National Forest Vacation Bureau.

America's First Christmas Store is a member of Gift Creations Concepts (GCC), a catalogue buying group that negotiates with vendors like Boyds Bears to place products in GCC-member business catalogues. Dee sends out these catalogues several times a year, and each is personalized with the store's name and contact information.

Additionally, as a member of the National Alliance of Limited Edition Dealers (NALED), retail businesses such as Dee's can band together to gain the clout of a big business and have access to better insurance premiums and credit card services.

As Dee contemplates the future, she looks forward to spending more time with her youngest child and giving back to the community as it has shared with her, she says. Toward that end, the Buchanans are looking for a buyer for the store.

For anyone interested opening a business, Dee advises conducting plenty of research before making a commitment. "I love this business. I have a great time at it. But I did not realize how much time it would take. It's all consuming," she says. "Do your homework - make sure you know what you're getting into. Rely on information from peers. And get involved in your community. I guess that's all pretty trite, but it's all very important."

Dee's last piece of advice for business owners? "Find yourself a good banker." And as a seasoned banker, retailer, and business owner she should know!

December 2004