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The Little Reindeer Shop at Disco Sports is Special for Kids

This season, we’re all about shopping local and supporting our fellow RVA small business owners.

Disco Sports, locally owned and operated by the Held Family since 1970, holds a special place in our hearts. Some of us remember the store at Parham Plaza, then at Regency Square for twenty years before it moved over to its current location just across Starling Drive from the mall. Generations of shoppers have been outfitted for swim suits, batting helmets, and gloves there, and during the holidays, a visit to The Little Reindeer Shop inside Disco Sports is a time-honored holiday tradition for many area families.

If you haven’t been, put this on your must-do shopping list for your littlest shoppers and show them the joy of choosing and giving gifts to their loved ones.

When they enter the Shop through a secret Santa archway, they will be greeted by a a helpful elf who will help them select gifts for family, friends, and teachers. A personal shopping elf will ask about the child’s gift list – perhaps there’s only one important name on their shopping list or maybe they have lots of family members to shop for!

The elves will ask each child to describe the person she is shopping for, asking questions like, “What do you enjoy doing with your grandma?” or “Does your dad have a favorite team?”

Disco Sports owner Gail Held says, “It’s impossible to express how overjoyed the children are when they’re looking for a gift for their mom, dad, or siblings. It’s a special experience helping them with something that’s so important to them.’

The gifts are all under $29, most are under $10, with plenty of $2  and $3 gifts as well. Kids of all ages are welcome to stop by and shop at The Little Reindeer Shops. There’s something for everyone, and there is even a wrapping station to keep the selections secret until Christmas. “The Little Reindeer Shop is a magical experience for children of all ages. Bring the whole family and start a Christmas tradition you’ll cherish for a lifetime,” says Tami Adams, head elf and founder of The Little Reindeer Shop.


The Reindeer Shop is open every day from 9 a.m. to 8 p.m. until Christmas. For more information, check out Disco Sports on Facebook.


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