With the Boston Red Sox just four wins away from their third World Series title in the last decade, Red Sox Nation is abuzz with excitement.
And that buzz means added dollar signs for sports retail stores, like the Natick Outdoor Store.
Manager Henry Kanner said he has seen an uptick in business this season, especially lately with the Sox going deep in the playoffs.
"It means there's an increased awareness, a tremendous awareness of the Red Sox paraphernalia," he said of the Sox' success. "Everyone wants the merchandise. There's definitely been an increase in business with Red Sox hats and shirts."
With Games 1 and 2 of the seven-game series against the St. Louis Cardinals slated to begin Oct. 23-24 at Fenway Park, Kanner said he can expect even further business due to the store's location in the downtown area.
"We get more traffic because we're right across from the train station," he said. "Before fans go to the games, they run in and grab a hat or shirt. They ask us what do we have with Red Sox on it."
But if you are planning on taking the downtown commuter rail into Boston and want to grab a quick Sox item, don't expect to find American League Championship Series items.
"We don't carry ALCS stuff, only World Series if they win," Kanner said. "The ALCS paraphernalia has a shelf life of about 72 hours. After that everyone wants generic stuff again."
Should the Red Sox wrap up the franchise's eighth World Series title, Kanner said he'll be stocked with various items.
"If they win, we'll have World Series paraphernalia because that will have a long shelf life, like forever," he said. "We'll have on-field hats and shirts, parade shirts and player name shirts."