Crowd awaits Stone Harbor Christmas parade Nov. 27 outside Hoy (a.k.a. Higbee's) as part of holiday event. Photo by Al Campbell

STONE HARBOR — There appeared a “new” 5&10 on 96th Street: Higbee’s on Friday and Saturday, Nov. 26-27.

That was puzzling to long-time customers and townspeople. What had happened to Hoy’s 5&10? It was there earlier that week.

David Hoy, owner of the namesake red-and-yellow-themed 5&10 soon realized just how many loyal customers he had who told him they were “surprised and upset” over the “new” store in town.

No, the store was — and still is — Hoy’s, but the Higbee’s sign was there as part of the Christmas in Stone Harbor - An Island Holiday.

Those who read Jim Vanore’s story in the Nov. 24 Herald knew nothing had changed at Hoy’s, but that it was part of the Chamber of Commerce’s idea to “step it up a little” in borough Tourism Director Joann DelVescio’s words.

Store windows, as well as Hoy’s, were, in a twinkling of holiday magic, part of a 1983 movie “A Christmas Story.” That film, which has attained “cult” status, centers around a 1940s-era Hammond, Ind. Parker family whose elder son, Ralphie, wants only one thing for Christmas, a Red Ryder BB gun.

In line with the film, resort merchants took part in a game that included a trivia contest, in which answers could be found in various participants’ shops.

No other shop reported such an uproar as did Hoy’s.

Hoy said two employees, outside the store Friday and Saturday helping children author 60 letters to Santa, that will be delivered to Macy’s as part of a benefit, were “more preoccupied with people asking about the name” than helping the children write.

Marti Conlin, who staffed the Stone Harbor Chamber of Commerce office, across 96th Street from the 5&10 told Hoy she was glad the Higbee’s sign came down, because she had so many inquiries over the weekend.

Hoy said that, according to the movie, Ralphie Parker, 9, bought his magic decoder in a store named Higbee’s, hence the pseudo-renaming of his store for the holiday.

“It got people talking,” said Hoy, who then admitted, “I learned a lesson how many very local customers we have. We’ve been in business a long time, and we appreciate that business,” he said.

Hoy also said in a short amount of time, he “learned more than I needed to know” about “A Christmas Story.”

According to Wikipedia, “Director Bob Clark reportedly sent location scouts to 20 cities before selecting Cleveland, Ohio, as the principal site for filming. Higbee's department store in downtown Cleveland was the stage for three scenes in the film. The first is the opening scene in which Ralphie first spies the Red Ryder BB Gun. The second is the parade scene, filmed just outside Higbee’s, on Public Square, at 3 AM. The final scene is Ralphie and Randy’s visit to see Santa which was filmed inside Higbee’s. Higbee’s kept the Santa slide that was made for the movie and used it for several years after the movie’s release. Higbee's was known for decades as a cornerstone of Public Square, as well as for its elaborate child-centered Christmas themes and decorations.”

Contact Campbell at (609) 886-8600 Ext 28 or at: al.c@cmcherald.com