Annual downtown Stratford sidewalk sale brightens city’s core

Jake Shiell of Jake’s Lemonade Stand was serving fresh lemonade and iced tea to raise money for Team Cassie + Friends, a charity supporting those living with juvenile arthritis.

By: Emily Stewart

The streets of downtown Stratford were bustling with lots of pedestrians as the Downtown Stratford Business Improvement Area (BIA) held its annual sidewalk sale on July 11.

More than 20 businesses including Diamond Dogs Records, Red Coral Fashions, Watson’s Chelsea Bazaar, Matilda Gallery and Art Bar, Totally Spok’d and Fanfare Books had special deals for keen shoppers.

“It gives a great vibe downtown. The streets seem full and electric,” said Jamie Pritchard, general manager of the BIA.

The BIA had a booth set up at Memorial Gardens where passersby could pick up free popcorn, receive temporary tattoos, enter to win some prizes like Stratford Festival tickets and downtown dollars, and play a fishing game.

Pritchard said that many residents came by and filled out ballots to win prizes. There were also tourists visiting from out of town including from Michigan and three separate tour bus loads full of visitors.

“I haven't had a chance to get out and around and take any pictures yet, but the streets feel alive, they've got their streamers up and lots of great bargains in the streets,” Pritchard said during the interview.

The annual sidewalk sale has come and gone, but residents and tourists alike are still encouraged to visit downtown Stratford.

"Just come out and enjoy, walk the streets. If you haven't been down lately, learn, there's lots of new businesses down here, come down to one of the patios, grab some lunch, great world-class restaurants, amazing coffee shops. I just had a great iced coffee,” said Pritchard. “Just lots of great things to do."

Jake’s Lemonade stand was selling fresh homemade lemonade and iced tea by donation to raise money for Cassie + Friends Society, which supports those facing juvenile arthritis.

“Basically, they just help you through everything and it’s really nice,” said Jake Shiell, owner of Jake’s Lemonade Stand.

Jake was diagnosed with juvenile arthritis on his eighth birthday in 2021 and has been selling lemonade to raise money since 2022. In the past four years, he’s raised more than $12,000 for charity.

"It is one of the most common childhood diseases that there are about one in 70 kids in Canada are diagnosed before their 18th birthday,” said his mother Krista Shiell. “Kids just like Jake."