DANVILLE -- Thirty-eight years is a long time for anything to last, and Beiter's Department Store at 255 Mill St. in downtown Danville proudly celebrates its 38th birthday this month. "Times have changed, and our store has changed, but our commitment to quality merchandise, competitive pricing and superior service are still the same as they were when we first opened the doors in 1977," said owner Thomas Beiter. When Beiter's opened, downtown was the place to shop. There were no malls or big box stores, and the Internet was the stuff of science fiction. There was a variety store in every downtown across America. All that has changed, and an old-fashioned variety store is a rare find today. "We're old-fashioned, but not behind the times," Beiter noted. "We maintain a website, www.beitersdepartmentstore.com, where you can see all of our sales flyers as well as a wide variety of products." Store hours and directions are also posted on the Beiter's website. "We also have a Facebook page where we showcase new items and promote events," Beiter added. "We continue to thrive because our store is a unique mix of basic items you need everyday and unusual things you can't find at the mall or national box stores. The first half of our success is that we stock thousands of simple items that will save you a trip out of town when you need them. People don't want to drive to the mall for a window shade, a pack of paper clips or a pair of socks. When you run out, run in." So what is the other half? The specialty niches which draw people from all over the Susquehanna Valley and beyond. Beiter's has always been known for its selection of fabrics, crafts and artificial flowers. "With quilting being the number one craft trend in America, the value of our fabrics can't be beat. We offer quilt shop fabrics at discount prices," said Beiter. "And there is always something new to see." The high popularity of quilting has also generated renewed interest in other needlecrafts. "There is a great deal of interest in cross stitch, embroidery, latch hook and even plastic canvas right now," said Beiter. "We expect 2014 to be a big year for yarn crafts. The interest in chunky yarns remains strong, and we are seeing increased interest in baby yarns." Beiter's also carries an extensive color selection of basic yarns like Sugar 'n' Cream, Canadiana, Classic Wool and Super Saver. Another rapidly-growing niche is country-look home decor. "Our selection of country items has exploded and now includes Amish-made furniture, wallpaper borders, new curtains, table linens, lighting, lamp shades, candles, signs and a whole host of decorative and functional accessories," said Beiter. "We keep adding new country items, and there appears to be no end in sight!" New merchandise Beiter's keeps its merchandise constantly changing. "We attend a number of buying shows throughout the course of the year and are always looking for new items -- we see a lot of the same customers, and they want to see new products," Beiter said. Other categories Beiter's is known for include fine gifts, custom framing, decorations for every holiday and toys. Out of everything Beiter sells, he said the toys are his favorites. "I guess it means I've never really grown up," he laughed. Most of the toys that you will find at Beiter's aren't fads; they are the kinds of toys you loved and played with when you were a kid. Popular toy lines include Melissa and Doug (Beiter's carries the entire line), Calico Critters and Breyer Horses. Beiter's has a growing collection of children's books and boasts the area's best selection of games, puzzles, models, craft kits and science kits. "We look for educational value," Beiter said. "But, first and foremost, toys must be fun." Keeping abreast of trends, which Beiter said "means a lot more than just fads and fashions; it means really knowing what your customers want," keeps the Beiter's team busy. "A week doesn't go by that we don't add a dozen or more new items to our shelves, and our entire staff is always working to find new products and vendors," Beiter said. When asked to describe his store, Beiter said, "Where else can you go to buy a candy bar, a greeting card, an Armstrong print and an hand-crafted coffee table? Beiter's is a craft shop, a gift shop, a framing gallery, a country mercantile, a toy store, a dollar store and an old-fashioned variety store, all rolled into one. It's a browsing store. It's unique. It's the 'unique-est' store in central Pennsylvania." When asked about his outlook for this coming year, Beiter said, "We're going to keep doing what we do best. We're going to keep our shelves full of great merchandise. We're going to continue to deliver superior value to our customers. We're looking forward to a great 2015."