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verybody likes to save a buck, even if they just think they are saving. Enter the 5 & 10 store. Cheap is certainly in the name. And though prices are as varied as the merchandise, the bargain is the bonus of the experience of shopping there.

Emery’s 5 & 10 owner Ron Emery photographed with Manager Vickers Johnson. The Tennessee Chamber of Commerce is adding the store to its driving map.

Since 1949, Guerneville 5 & 10 in the Russian River area destination town of Guerneville, Calif., has attracted shoppers from San Francisco to Sacramento. Started in the late 1800s as a blue collar town, the demographic has changed, today representative of the full gamut of socio-economic levels.

Generation after generation, the 1,100-square-foot 5 & 10 has continued to supply shoppers with a wide array of the same type of merchandise that now has become the stuff of nostalgia. Mr. Potato Head is still there and the big draw is nostalgic candy and toys. “There aren’t many of us still around,” said owner, Robin Johnson. “It’s affordable, though a better quality level than the discount store. People come here for the nostalgia.”


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