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(WBEN) - </strong>The Buffalo Bills are undefeated to start the 2024 season of football, and local apparel stores are feeling the effects.', '_version': 2, 'componentVariation': 'paragraph'}, 'original_ref': 'www.audacy.com/_components/paragraph/instances/cm1jg4m9b001e01uczhicmtxz@published'}, {'data': {'text': '<iframe src="https://embed.radio.com?slug=WBEN&amp;type=station" style="border:0;height:136px;width:100%;overflow:hidden"></iframe>', 'isIframe': True, 'componentVariation': 'html-embed', 'fbInstantArticleHtml': '<iframe src="https://embed.radio.com?slug=WBEN&amp;type=station" style="border:0;height:136px;width:100%;overflow:hidden"></iframe>'}, 'original_ref': 'www.audacy.com/_components/html-embed/instances/cm1kudzeg0011357mumg9q9r1@published'}, {'data': {'text': "Mary Celani, co-owner of The Totally Buffalo Store, says they're winning if the Bills are winning.", '_version': 2, 'componentVariation': 'paragraph'}, 'original_ref': 'www.audacy.com/_components/paragraph/instances/cm1ku5jrj000x357mkrzyow31@published'}, {'data': {'text': "&quot;It's totally awesome,&quot; Celani told WBEN. &quot;When they win, we win. The community is so excited. Bills fans are, you know, the best and they really want to celebrate so they come on in.&quot;", '_version': 2, 'componentVariation': 'paragraph'}, 'original_ref': 'www.audacy.com/_components/paragraph/instances/cm1jgrmpx003y357mt9nu5a7m@published'}, {'data': {'text': 'While there are many popular items in store, the most popular right now is apparel.', '_version': 2, 'componentVariation': 'paragraph'}, 'original_ref': 'www.audacy.com/_components/paragraph/instances/cm1jgsv180047357m1u1p8j0l@published'}, {'data': {'text': "&quot;It's all kinds of stuff. Our vendors here at the Totally Buffalo Store are so creative and talented. They bring in the most amazing things. Right now, it is really apparel, people just want apparel, even though they wear their same thing for their luck and their superstitions,&quot; Celani said. &quot;They want a lot of options, because people now wear it to work and the kids have Bills day the day of a game and then if they win, they have the next day. So it really turns into a couple of days of celebrating.&quot;", '_version': 2, 'componentVariation': 'paragraph'}, 'original_ref': 'www.audacy.com/_components/paragraph/instances/cm1jgu05g004g357m31ivuyca@published'}, {'data': {'text': "Along with the Bills' dominating victories, the holiday season is nearing closer. Celani is ready, and says it is hard to not put out the holiday items sooner.", '_version': 2, 'componentVariation': 'paragraph'}, 'original_ref': 'www.audacy.com/_components/paragraph/instances/cm1jgwtkp0054357mdcspf4ah@published'}, {'data': {'text': "&quot;We have a big sale this weekend on t-shirts, shorts, and tank tops. So once that's over with, then we will bring out all of our Christmas stuff, which we already have but haven't put out yet. Which is really hard to do, but as soon as that's done we have so much fun Christmas stuff and ornaments and beautiful merchandise that these folks have been working so hard on. It's amazing to see,&quot; Celani said.", '_version': 2, 'componentVariation': 'paragraph'}, 'original_ref': 'www.audacy.com/_components/paragraph/instances/cm1jgy831005s357m9xjjls8r@published'}, {'data': {'text': 'Most of the Bills games this season have been in the prime-time window, which has allowed many customers to grab their Buffalo apparel on their Sundays.', '_version': 2, 'componentVariation': 'paragraph'}, 'original_ref': 'www.audacy.com/_components/paragraph/instances/cm1jgzpvk006g357mc7z391ff@published'}, {'data': {'text': "&quot;My husband [Scott] loves the 1 o'clock games, because he just likes going to the game. Blah, blah, blah. I am all for the prime-time games, because if it's a Sunday at 1 o'clock, it's like the morgue in here. It is completely dead. But if it's a nighttime game, oh my gosh, it's so busy all day. So it gives us a full extra day. 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