As long as Joe Paterno's Nittany Lions are in the lead, so are the retail stores in town. But when the hurrah dies down, some stores are forced to cling only to the echo.

Gary Filkins, manager at Rude Boyz, 200 W. College Ave., said the store mainly experiences the lack of a football season on Sundays.

"I think it is a misconception that retailers have tons of business on football Saturdays," Filkins said. Shopping does not begin until the day after the game, he said.

While Rude Boyz had a great December, good business had more to do with the season than the football team, he said.

"We don't sell blue and white here," he said, stretching his arm to show the street garb hanging all around.

But Lions Pride, 112 E. College Ave., is still feeling the afterglow of an undefeated season. The store, which specializes in Penn State apparel, distributed a "classy catalog," co-manager Ann Morris said. The combination of a catalog, an undefeated season and a newly-remodeled store made for a great season for Lions Pride, Morris said.

"It was extremely intense in the fall, and we're still seeing a residual effect," Morris said.

Wild Card, 346 E. College Ave., experienced a positive effect as well, assistant manager Julie Stover said.

"Busy mornings went into busy afternoons since the games were later and televised," she said.

Wild Card Manager Jessica Vail said she is grateful for the "winter weekend" packages sponsored by the University that provide alumni with tickets for events and sleeping arrangements. Those packages bring a great deal of business for Wild Card, Vail said.

Stover noted that though the football season is over, the celebrations are not.

"We're planning to have two people on duty each morning during the parade weekend," she said, referring to a football parade coming to downtown State College in February.

Although excitement is approaching, not all stores are faring well.

In McLanahan Student Store, 414 E. College Ave., the radio was broadcasting a comedy show, making customers giggle as they shopped.

But general manager Ray Agostinelli was not laughing as he explained how the football season's end affects McLanahan's.

"Sales probably drop at least 60 to 70 percent," Agostinelli said.

But a large variety of items helps to reduce the loss, he said.

"One product takes care of the slack when there is a lull in another," he said, looking at the store's section which houses Penn State apparel. "Right now, beauty aids and school supplies are it."