New Lighting Provides Savings for Iconic Variety Store

New Lighting Provides Savings for Iconic Variety Store

We Energies

WHITEFISH BAY – An iconic Whitefish Bay variety store is the latest small business to save energy and money thanks to Wisconsin’s Focus on Energy program.

A recent energy efficiency project is shining higher quality (and more cost-efficient) light on the gifts, toys and candy that Winkie’s is known for.

Brothers Terry and Tom Stuhlmacher, who bought Winkie’s with their father in 1985, received an incentive of more than $1,850 from Focus on Energy’s Small Business Incentive Program. Funded by Wisconsin utilities, Focus on Energy works with eligible Wisconsin residents and businesses to install cost effective energy efficiency and renewable energy projects.

The Stuhlmachers immediately noticed a 30 percent savings on their monthly electric bills since replacing 461 fluorescent tubes with LED (light emitting diode) fixtures. Winkie’s will see an annual energy savings of almost $2,400 by saving an estimated 16,962 kilowatt hours of electricity. That energy savings is the equivalent of burning 13,811 pounds of coal.

The lighting upgrades were completed in August by Focus on Energy Trade Ally contractor, Spaulding Electric of Sheboygan Falls.

Focus on Energy information, resources and financial incentives help to implement project that otherwise would not get completed, or to complete projects sooner than scheduled. Its efforts help Wisconsin residents and businesses manage rising energy usage, promote in-state economic development, conserve natural resources and control the state’s growing demand for electricity and natural gas.

The incentive to Winkie’s from Focus on Energy helped the Milwaukee County business reach a quicker return on investment in energy-efficient lighting. As a result, they now reaping the benefits of lower energy bills and a better lit store.

We Energies is the electric provider for the store that features a large candy counter with confections from around the globe. In addition to selling gifts, toys, stationery, seasonal items, housewares, office and sewing supplies, as a Gold Crown Hallmark shop, Winkie’s carries select lines of upscale cards.

Providing unique and upscale products has been the secret to success for the retailer located along Silver Spring Drive. Until the early 1980s there were four other stores under the Winkie’s banner sprinkled across Whitefish Bay and Milwaukee’s North Side.

For more information on how Focus on Energy provides energy and cost savings for businesses across the Badger State, visit

Winkie's Storefront

We Energies (Wisconsin Electric Power Company)

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