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By Kaitlyn Clark
The Haldimand Press
HALDIMAND—Local businesses are battling it out all over Haldimand’s streets – to have the best sign, that is.
The so-called “sign wars” trend went viral after a music store in Christiansburg, Virginia challenged a nearby shoe store to a sign war. The two stores traded punny jabs on their signs and more businesses joined in. The idea spread quickly. A Speedy Glass in Listowel, Ontario challenged a Dairy Queen shortly after and then other Ontario sign wars began popping up, from Brantford to Sarnia.
A sign war has recently been sweeping through Haldimand, as well. Selkirk Christian Chapel launched the sign war in the Selkirk and Fisherville area on April 29, 2021. Inspired by other Ontario sign wars and with encouragement from the community, Pastor Jim Midgett “decided to start everything off with a message to Home Hardware.”
“We have an incredible town and an excellent spirit of fun and camaraderie,” continued Midgett. “When the Chamber of Commerce dared the sign owners in town to do it, I thought: I get to make puns? In a fun fight? Why not!”
He added, “We hope the signs are just fun – pure and simple. We think laughter is a gift from God. Maybe we can all have a good time together!”
Fresh Market Kitchen Chef Casey Welch added, “It allows local businesses to acknowledge each other and show the community that we are really all in this together and support each other.”
Principal Nancy Norton of Rainham Central School explained of their participation, “We are a small school that is very connected to our community; it is important for us to be involved in all aspects of community, even though we are not able to be together right now. We saw this is a way to be involved and connected in a fun way!”
This idea of bringing joy during a difficult time is a common theme for why people have joined in the battle. Caledonia Building Supplies started the war in Caledonia on May 2 and within a day a handful of other businesses in town had joined in. Patrick Botelho, Sales Manager, explained, “Honestly, I just wanted to bring some laughs and smiles to people’s faces as posts from other cities have done for me! It’s all for fun! Especially in times like this where everyone is so worried and exhausted from the lockdowns, something as simple as a sign war can really make someone’s day!”
Hannah Hicks, Owner and Esthetician at Queen of the File in Caledonia, said, “I got involved in the sign war because in this time of COVID – with all the depressing news and unfortunate events – laughter is one of the greatest medicines. So, if even I can make one or two people laugh and it makes them feel just that much better, I’m on it.”
“I think that friendly sign sparring in Caledonia is good fun!” said Caledonia BIA Coordinator Kathy Marshall. Shortly after, she set up two signs on the BIA’s LED sign on Highway 6: “Hey Dixon Cycle – Two Tired for #SignWars?” and “Hear Rite Canada? B I Eh? #SignWars.”
While the sign wars have been most prevalent in the Caledonia, Selkirk, and Fisherville areas, they have already spread county-wide. Cravings by Brittany in Cayuga posted May 2 challenging anyone in Haldimand to join in, and Concession Road Brewery in Jarvis answered the call on May 3. More signs are expected to come, so be sure to keep your eyes open when around town or check for the hashtags on social media.
