In Branson, Missouri, a town full of attractions like the Titanic Museum, Silver Dollar City and many more, and shopping at places like the fabulous Branson Landing, Branson’s major discount malls, or its hundreds of specialty shops, why would anyone call Dick’s 5 & 10 “Branson’s most unique shopping attraction?” Could it be as simple as “Because it is?”
In a 2010 interview, Steve Hartley, the son of the original founders of Dick’s 5 & 10, Dick and June Harley, said, “We will celebrate our 50th anniversary in 2011 for one simple reason, from the very beginning, even before he knew what Branson would evolve into, my father had a vision of making it more than just a store.” The personal experience of this writer in Dick’s tells him they’ll be celebrating their 64th Anniversary in 2025 for the same reason.
What is now Dick’s 5 & 10 was opened as a paint store at the southeast corner of Commercial and Pacific Streets in historic downtown Branson in 1961 by his dad. Dick had started working in the retail field with S. S. Kresge, a 5 and 10 cents variety store, in 1950. On July 14, 1961, he moved to Branson and opened a “Davis Paint Store,” which, little by little, grew into a variety store. In 1973, the Hartleys bought out the “Newport Ben Franklin” variety store, on Main Street, where Dick’s is still today.
He said, “Our storefront is colorful, attractive and exciting not only to those who remember the old-time ‘5 & 10’ stores but also to the younger people and families that are the backbone of Branson’s summer activity. When they come in, they are blown away by what they see, from the variety, volume and selection of merchandise to our method of merchandise display and the collections and exhibits throughout the store.”
Hartley points out that they have over 175,000 items in the store but is quick to explain that it’s not just the number of items in the store or their low prices; it’s the breadth of their selection that makes the shopping experience in Dick’s so unique. He said, “In candy alone, we have one of, if not the largest, candy selections in Branson. We specialize in old time and hard to find candies such as ‘Rocky Road,’ ‘Big Hunk Candy Bars,’ and ‘Abba-Zaba;’ novelty candies such as ‘Wax Lips’ and ‘Nickle Nips’ and a full selection of regular candy.”
When reminded of the local saying, “If you can’t find what you want in Dick’s, then you don’t need it,” Hartley chuckled and said, “Well, we have over 175,000 items, from basics, toys, novelties, gifts, souvenirs and just about anything most people would expect in a variety store and more.”
When asked for an example of one of the harder-to-find, more exotic items they sell, Hartley said, “We sell an old-time woman’s fragrance called ‘Blue Waltz.’ It was a favorite 50, 60 and 70 years ago, and it still sells in the small collector vile that it came in back then and has the same scent.” Hartley said that the two specialty items they sell the most are a Bamboo Backscratcher and Horehound candy.
“But merchandise is only part of the Dick’s 5 & 10 experience,” Hartley said. “To help fulfill his vision of making ‘it more than just a store,’ Dad added special collections and exhibits into the store.” The first collection was Carl Taylor’s “White River Arrowhead” collection, which Dick brought from Taylor, who operated a barbershop a couple of doors up the street. Taylor had collected the arrowheads locally from 1920 through 1960.
Other collections and exhibits have followed, including an extensive collection of World War II Aviation Art prints around the store. They depict raids, missions and famous aircraft from World War II. In addition, they have about 50 or 60, mostly World War II aircraft, of varying sizes hanging above their checkout counters in the front of the store, including some large competition flyers that Dick thought ‘would look pretty cool’ up there.
He said, “We’ve got a baseball ‘Wall of Fame’ that is second to none except for Cooperstown, as far as the signatures and pictures of Hall of Fame baseball players go.” Hartley points out the store has 60 feet of original autographed pictures of players like Babe Ruth, Lou Gehrig and Cy Young. “We have a suspended train track with a train that runs around the main part of the store.”
A visit to Dick’s 5 & 10 is not just a shopping experience. It’s a surprising, unique and nostalgic adventure unlike anything else in Branson, and it’s something that most people are likely to experience anywhere. It has been this writer’s experience that Branson has many attractions and places to shop, but like Branson itself, there is only one Dick’s 5 & 10!
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