Madison retailers bathing in green after Super Bowl win by the Green and Gold

2011-02-07T17:10:00Z 2011-02-08T23:05:51Z Madison retailers bathing in green after Super Bowl win by the Green and GoldJANE BURNS | jburns@madison.com | 608-252-6440 madison.com

Forget Black Friday. There's a new frenzied shopping day and it might as well be called Green Monday.

A day after the Green Bay Packers defeated the Pittsburgh Steelers in the Super Bowl, stores that carried merchandise to commemorate their victory were as busy as if it were a holiday.

"When we pulled up near Dick's, my daughter said, 'All these cars are here for the sale.' I didn't think that was possible, but that's what they were here for," said Ray Siekert of Mauston, who stopped at Dick's Sporting Goods at West Towne Mall with his family early Monday afternoon. Siekert was shopping with his wife, Dawn, and daughter, Kimberly, who bought a Super Bowl championship sweatshirt.

Several stores had Super Bowl items by Monday, if not sooner. Dick's at West Towne and East Towne opened after the game ended on Sunday night and reopened at 6 a.m. Monday. J.C. Penney stores also opened at 6 a.m.

Many of the shoppers already wore green and gold but wanted championship merchandise as soon as they could get it. 

"I'm pretty diehard, so if there's something there on the first day, I'm going to go out and get it," said Shane Alloway of Madison. 

Alloway made two trips to Dick's. He bought shirts at about 7 a.m., but the hat he wanted hadn't arrived at the store yet. By the afternoon, the ballcap — the same one worn by the Packers after the game — was available and Alloway returned to buy one for $30.

Several merchants had championship items, with more expected to arrive Tuesday and later in the week. Kohl's, Shopko, Boston Store, Wisconsin Active Sportswear and Champs were among the stores that had gear early Monday.

Molly Bell, a spokeswoman for Kohl's, said the retailer is shipping 200,000 units of Packers championship merchandise to its 48 Wisconsin stores. Some items had made it by Monday, and more will arrive throughout the week.

For retailers, Monday was a continuation of a winning streak that began in the fall when both the Badgers and Packers football teams started well. It picked up further when the Badgers made it to the Rose Bowl and just kept going when the Packers went on a playoff tear.

"It's been crazy busy," said John Fraser, manager of Wisconsin Active Sportswear at West Towne. "In the last couple months, I think we've made up for the last couple years when the economy wasn't the best."

Fraser figures his store will be busy all week, particularly when he gets more championship gear in stock beginning Tuesday. 

"I'll be needing a vacation soon, but then the (Badgers) hockey and basketball teams might take off, too," he said. "That's good, though. It keeps everybody happy."

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