Wit's End celebrates 50 holiday seasons in business

CLIFTON PARK, N.Y. (NEWS10) -- For half a century, a Clifton Park business has been making spirits bright with holiday decorations and gifts galore.

“I can’t believe it. I don’t know where the time went," said Susan Hoffman, Owner of Wit's End. "50 years of Christmas giving. It’s been wonderful.”

For the staff at the Route 9 store, preparing for the season of giving is a year-round effort that includes keeping tabs on what’s trendy for adults and kids. This year, according to Hoffman, books that come with stuffed animals are a hot commodity.

“Tradition is tradition, but they do want the cutting-edge things, so it’s a fine balance," Hoffman explained. "We’ll begin our search in January for next holiday season. We have to think ahead. We have to keep following trends.”

With online shopping increasing in popularity, Hoffman feels her store offers that classic, old fashioned in-person experience.

“We make the tree skirts, we do our own wreaths," Hoffman said, "so our girls are very busy right now doing things for your holiday season.”