The popular children's store in San Bruno was founded in 1947 by Harold Gevertz. His son Barry is presiding over the store's final days.
"People would come, in look at everything, ask our expertise, then use that info to go online because especially in California, you don't pay the sales tax," Barry said.
Lullaby Lane is going out of business, because the store is no longer able to compete in this world of Internet shopping. Barry believes the fact that online retailers don't charge customers sales tax gives Internet retailers an unfair advantage. He feels big box stores also are crushing small mom and pop stores like his.
"It's really hard for us to have our parents see this. I think I look at the positive, we've been here for 63 years and not many companies can say that," Debby Gevertz Licolli said.
Barry, his sister Debby and other staff are preparing for one last sale all day on Saturday. Everything must go -- including a Bay Area tradition.
"They've been coming in and saying goodbye and telling their stories, and they start to cry and I start to cry," Debby said.
Lullaby Lane was known for having the latest and the greatest. Now much of the inventory is gone and so are the jobs. Michael Mitchell worked a the store for 25 years.
"It's kind of emotional to see it all end. I spent half my life here," he said.