For over five decades, Longs’ Cards and Books has been more than just a store on Main Street — it’s been a beloved institution in Penn Yan. The family-run business is celebrating 55 years of serving the community with books, cards, office supplies, and an enduring dedication to Yates County.
Founded in 1969 by Mildred and Jim Long Sr., the store started modestly at 107 Main Street. Their passion for books and commitment to customer service quickly made it a local favorite. In 1981, after graduating from Northeastern University, Jim Long Jr. took the reins, moving the business to 101 Main Street. The store found its current home at 115 Main Street in 1990, solidifying its role as a downtown fixture.
The Long family’s connection to the community goes far beyond retail. Even after retiring, Mildred and Jim Sr. supported the store part-time while Jim Jr. and his wife, Gloria, became known for their philanthropy. Their contributions were formally recognized in 2011 when they received the Stork Award for Community Service, highlighting their efforts to give back to Yates County.
When the COVID-19 pandemic disrupted daily life, Longs’ Cards and Books stayed open, offering essential home office and school supplies, as well as books for those sheltering at home. This resilience reinforced the store’s importance to residents during challenging times.
The shop’s offerings have expanded over the years, catering to both locals and visitors with Finger Lakes-themed gifts, holiday supplies, and more. “Shopping locally is absolutely the lifeblood of the community and its economy,” Gloria Long said.
As the holiday season approaches, Longs’ continues to be a go-to destination. Shoppers can find Christmas books, Hallmark cards, Elf on the Shelf items, art supplies, 2025 calendars, and more. The store remains open seven days a week, welcoming all who value community-focused shopping.
After 55 years, Longs’ Cards and Books stands as a testament to family, perseverance, and the enduring spirit of local business.
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