COLUMBUS, Ohio (WCMH) -- Ohio State football is big business.

The Big Ten conference TV deal is $1 billion per year, generating an estimated $80 to $100 million in revenue for each Big Ten school. But Buckeye football is also big business for small businesses.

Kelly Dawes has owned College Traditions on Lane Avenue a block away from the Horseshoe for over 30 years. She said half of their business in an entire year comes from the seven or eight Buckeye home game weekends.

She said it takes months of preparation to make sure they have merchandise stocked in all sizes, any new gear displayed front and center, and all different kinds of products, like Buckeyes socks, because you never know when a visiting fan will need some warm socks like last year's Tennessee game.

This season is unique,

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