Both Ohio State and Michigan's "exuberant fandom" this season is "making big winners of area merchants who deal in scarlet-and-gray or maize-and-blue apparel, memorabilia, and other trinkets," according to Jon Chavez of the Toledo BLADE. It also "helps that both teams are undefeated, and this week are ranked Nos. 2 and 3 in the country," respectively. Sylvania, Ohio-based Buckeye Store & More Owner Jim Damschroder said, "People that used to buy two things are coming in to buy six things and the people that buy four things are coming in to buy 10 things. We feel that sales will continue to grow up to the Michigan-Ohio State game, especially if they both stay undefeated." Ohio-based retailer The Andersons Marketing Dir John Hoover said that while apparel is the "strongest sale category right now, fans are opening their wallets for unusual items that also show off team colors." He said, "Our hottest current item is furniture protector for sofas, chairs, and loveseats." Maumee, Ohio-based Buckeye Wolverine Shop Owner Chris Mason said that sales of OSU items has been "strong the last several years," but since the arrival of coach Jim Harbaugh, sales of UM items have "begun to keep pace" (Toledo BLADE, 10/19).
