• Ernie Giannecchini grew up within the Central Valley city of Stockton and wished to present one thing again to his group by decreasing fuel costs earlier than the vacations, when gasoline prices usually spike
• The previous legal professional has owned the shop and fuel station for greater than 45 years, and he says his clients inform him the discounted costs actually assist them out across the holidays
• “A few of them say it actually helps them out to purchase some additional items for his or her youngsters or one thing just a little bit nicer,’’ he tells PEOPLE

Ernie Giannecchini is doing greater than serving to fill fuel tanks, he’s additionally fueling the vacation spirit in his group.

Whereas on the cellphone to PEOPLE, he’s working the counter and getting verbal and bodily high-fives from his clients, thanking him for serving to them out throughout the holidays.

“I simply determined to attempt to decrease my costs as little as I might within the spirit of gratitude for all my loyal clients of the final 45 years,” says Giannecchini, 76. “I’ve had clients all year long saying thanks, as much as that buyer who was right here only a few minutes in the past.”

Situated within the Central Valley farmlands, concerning the midpoint between Sacramento and San Francisco, his clients usually commute between the bigger cities for work. A couple of cash distinction between Ernie’s costs and company fuel stations make a big effect on their backside line.

“The spirit of Christmas is the spirit of peace and giving and constructive pondering,” Giannecchini says. “And after we can do this, that is what it is all about. You see smiles on youngsters’ faces, it’s nice to see them completely happy.”

By no means miss a narrative — join PEOPLE’s free daily newsletter to remain up-to-date on the very best of what PEOPLE has to supply, from movie star information to driving human curiosity tales.

He says he used to play Santa each Christmas “till I did not want a pillow anymore to play Santa,” he says with a jolly chuckle. “I additionally performed Santa for household and associates for his or her youngsters. It was all the time enjoyable to see their response. And in a way, I see the identical response proper now by considerably enjoying Santa,” he provides.

The favored Ernie’s Nation Retailer has been identified for generations because the place to go for fuel, groceries and an important Italian deli. Giannecchini, who’s fluent in each Italian and Spanish, simply transitions between completely different languages in his multi-cultural group — and his Italian-inspired retailer provides pastas, sauces and, throughout the holidays, panettone, the normal Christmas bread.

He says his household didn’t have very a lot rising up, so the little Italian sweets and amaretto cookies have been particular to them throughout Christmas.

“We didn’t get them different occasions of the yr,” he says.

So it warms his coronary heart to see his clients at his “greatest deli west of Italy” spend their fuel financial savings on one thing particular at his old school nation retailer. “They really feel like they’ve acquired it without cost as a result of proper throughout the road, it’s generally a greenback extra a gallon,” Giannecchini says. 

He says the value hole varies, and relies upon quite a bit on his fuel suppliers, who’ve tried to chop him a break to go on to his clients. At present, he sells common fuel at $3.49 a gallon, in comparison with the shut by Chevron station at $4.39 and Shell station at $4.30.

“It’s been like being Santa Claus in a way, or the turkey for Thanksgiving,” he says. “It feels actually good to have the ability to do this.”

The PEOPLE Puzzler crossword is here! How quickly can you solve it? Play now!

The son of Italian immigrants says he is aware of full properly the monetary pinch that occurs throughout the holidays.

“A few of them say it actually helps them out to purchase some additional items for his or her youngsters or one thing just a little bit nicer,’’ Giannecchini says. “And if they’re (commuting) backwards and forwards to the Bay Space, they’re saving fairly a bit of cash.” 

He says a few folks have instructed him they’ve had some medical bills and this has helped them out tremendously. “That’s very touching to know that whereas individuals are hurting due to further bills, this has saved them a bit,” Giannecchini says.

And he says proudly owning his basic retailer has given him way more pleasure than his days as a public defender. He grew up domestically, attended faculty at UC Davis and graduated from their Italian campus earlier than attending regulation college.

“I didn’t just like the justice system, so I made a decision to give up,” Giannecchini says. “I took over my cousin’s enterprise proper earlier than the fuel crunch.”

So in 1979, he lowered his costs and acquired extra clients. And dependable clients. His dad and mom are gone now and he says he feels his workers and his clients are his household now.

“Folks ask when are you going to retire. Nicely, folks maintain me going and make me really feel younger,” Giannecchini says. “I might have retired a number of years in the past after which I believe, what am I going to be doing if I retire? After this, I virtually felt like placing on my previous Santa outfit.”