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Denio’s: holiday gifts at bargain prices

New and established vendors earn extra cash during Christmas shopping season
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Although economic news is more upbeat than a year ago, most experts are predicting only a modest uptick in holiday shopping as the Greater Sacramento region residents prepare to do their annual holiday gift buying. Many high-ticket items will be passed over once again as holiday shoppers seek out the true bargains. What’s new this year can be found at the 62-year-old establishment that predates all of the area’s malls and big box stores: Denio’s Roseville Farmers Market and Swap Meet, where a treasure trove of gift ideas is available each weekend in Roseville. Numerous Denio’s vendors have been gearing their inventory toward the holiday season when most people will be looking for quality items at a bargain price. Not only is family-owned Denio’s a convenient location for bargain hunters, it also provides an outlet for anyone who wants to sell un-needed items and earn some extra money for Christmas. It’s also the perfect time for prospective small business owners to test their product or service by operating for a nominal vendor’s fee during the holiday season. Rod Smith of Bargain $mart has been selling holiday seasonal items since 1991 at Denio’s and said he always looks forward to this time of year when the Northern California destination gears up to accommodate the thousands of Christmas shoppers each weekend. “We have a lot of gift ideas this time of year, like tool sets, pocket knives, key chains, gloves, and a lot more that sell very well during the holidays,” Smith said. “You get all kinds of people out here, millionaires and people without a lot of money, and the common denominator is they are all looking for bargains. That’s what Denio’s is known for.” Since 1947, people from all walks of life have successfully sold new and used merchandise at Denio’s, which is located at 1551 Vineyard Road in Roseville. For years customers from throughout Northern California have strolled Denio’s long aisles, seeking out that unique “bargain” or “just right” item. Most holiday shoppers depart Denio’s with an assortment of gifts chosen from the available new and used merchandise and specialty items located throughout the expansive 70-acre location. The many items include jewelry, toys, computers, cosmetics, books, games, hobby supplies, appliances, musical instruments, watches, car stereo equipment, leather goods, sun glasses, antiques and collectibles, back packs, golf clubs, novelty items, and much more. Denio’s also offers the area’s largest outdoor produce market. Juan and Reina Velazquez from South Sacramento have been vendors at Denio’s for seven years. They sell women’s clothing, specializing in maternity wear. “It’s like our family at Denio’s. The other vendors who are close by are like our neighbors,” Juan Velazquez said. “I feel like I’m at home when I’m working at Denio’s on the weekend.” Denio’s is open from 7 a.m. to 5 p.m. every Saturday and Sunday, rain or shine, with parking for $3. The Friday outdoor market is also open from 10 a.m. to 3 p.m. For more information, visit or call 782-2704. ~ Staff report