Updated: Tuesday, 22 Dec 2009, 11:08 PM EST
Published : Tuesday, 22 Dec 2009, 5:29 PM EST
AUSTIN (KXAN) - With hats, scarves, T-shirts, mugs and every item with an emblem you can imagine, the University Co-op has been a revolving door ever since the Longhorns Big 12 victory.
"I think there is going to be a lot of T-shirts underneath the tree this year," said Brian Jewell, the University Co-op's V.P. of marketing. "We understand it's a unique retail climate out there, so we're incredibly gratified by the fans of the University of Texas."
The Co-op is certainly bucking the country's retail woes in 2009, with almost $1 million-worth of Championship merchandise alone sold in the last two weeks.
"I think once we get the New Year's bowl games out of the way and we get to that week, it's just going to continue to grow and grow," said Jewell.
For shoppers like UT student Tyler Myers, Longhorn-gear Christmas presents are a family tradition.
"Every year, I get them a shirt for the bowl game we're in," said Myers. "I'm buying the shirts for the National Championship game so they can wear to the game. And, I'm actually going to the National Championship, so I'm going to buy one for myself."
If you think it is an easy choice, however, think again. With so many variations on Texas vs. Alabama, shoppers are finding themselves buying more than they planned.
"I went to school here and then I moved to Canada," said shopper Abbie-Sue. "At the time I didn't necessarily want all these shirts, but now I love them. I'm here to buy a bunch!"
Stores carrying BCS gear have found themselves constantly restocking.
"We are ordering almost literally every day," said Jewell.
And, for stores that have been struggling, a burnt-orange Christmas beats a white one any day.