Brief: Sleigh Bells in Summer

The owners of John's Meat Market take a unique marketing tact to help keep customers cool.

As Scotch Plains and Fanwood residents sweated through last week's record-breaking heatwave, two local business owners turned to a time-honored tradition to help customers beat the heat. Brothers Vinnie and Nick Losavio, the second-generation proprietors of John's Meat Market on Park Avenue, set-up a boom box in the back of the store, speakers in the front, and started playing some of their favorite Christmas tunes. Up and down Park Avenue, and across the shimmering blacktop behind John's Meat Market, the sound of sleigh bells carried through the haze, drawing passers-by to the butcher shop's air-conditioned oasis. “I’ve been doing it for about 10 years,” Vinnie Losavio said. He added that this was the first year, however, that he woke …

•  2 Comments
• Photos (3)