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Brevard’s Unexpected Holiday Joy: This Place Gives Tradition and Magic

The bells pealed. My six-year-old grandson stiffened on high alert, eyes wide. We both knew the distinct sound – only Santa’s bells jingled and echoed as such.

My boy’s head swiveled as he broke away and bounded through the store’s aisles. “He’s here, I know it. Where is he? Let’s find Santa!”


Funny thing about traditions. Some withstand generations, and others evaporate in the blink of an eye. We brought our northern family traditions down to Florida with us in 2010. By 2017, they vanished.

Divorce will do that.

So, too, will guardianship of a new grandson. At 53, my life picture morphed from a family of five to a team of two. Going back to basics, the true meaning of Christmas to start, suited me well.

In 2017, I lugged the little guy in his carrier and stood anxiously in line at a mall in Brevard County to memorialize my grandson’s first Christmas with Santa. Just three months old then, he has no memory of the man whose ill-fitted beard matched his non-plussed personality.

But, I do. I will never forget the lackluster empty feeling as we left. Where was the magic?

Right then and there my first new tradition was born. Only authentic Santas would do to capture the Christmas joy.

In 2023, my eagle eye spotted an ad pushed to me as a result of joining the email list for The Avenue Viera. Santa’s visits to one of the newer stores sounded ideal.

My gut instinct told me the real Santa would show up. The Avenue shops never disappoint. I said nothing to my grandson beyond shopping for his favorite Aunt Samm.

We braved monsoon weather conditions, wrestled for a parking spot, and found ourselves in the wonderland of a store.

The Paper Store

Brevard's Unexpected Holiday Joy: This Place Gives Tradition and Magic

The clean, bright, and well-organized store has everything you can imagine from apparel to kids’ toys to candy and more. Visit their website to ‘feel’ dedication oozing from their words.

“It all started with a small newspaper stand in Maynard, MA in 1964 – established by our founder, Bob Anderson. Over the years The Paper Store has responded to what our local communities need and continues to evolve with our customers’ shopping habits – while at the same time, staying true to our brand.”

Hence, why we remain named “The Paper Store.”

The Paper Store is one of the largest family-owned and operated specialty gift businesses in the country. With more than 100 stores throughout the Northeast and also in Florida and employing over 3,000 people, their team strives to provide guests with a unique shopping experience.

Need a unique gift for any occasion? Try the Paper Store.

Want brands like Vera Bradley, Lilly Pulitzer, Jeep, Life is Good, Vineyard Vines, and Pura Vida? The Paper Store has eyes on what’s new and important to customers.

Their dedication includes providing a connection – offering an inspirational and fun experience for guests to enjoy in all their stores, as well as online shopping.

It stood to reason, given the family-like feel emanating from every employee we encountered, that only the real Santa and Mrs. Claus would entertain children in a cozy, homespun section of the Paper Store.

My awe-struck grandson waited patiently for his turn to engage with the amazing power couple. He approached them tentatively. Their warmth enveloped him and I could see his trust build.

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