The Montreal Canadiens' perfect perfomance in the playoffs so far means steady business at sports paraphernalia stores but they're waiting for that magic playoff moment to tip their sales.
At Phil Morgan's collectibles shop Édition Limitée at the Eaton Centre, items associated with popular players such as Price, Paccioretty and Subban are naturally going like hotcakes.
But now, add forward René Bourque to that list thanks to his productive playoff performance so far.
"He went from the bottom to the top. He's hot. I'm just getting in a bunch of Bourque jerseys," Morgan told CJAD 800 News.
And when it's playoff time, he sees several repeat customers.
"Some people, they buy a signed picture of a player, then they come back and they buy another one and so forth. It's just like any kind of hobby," Morgan said.
But Morgan is not counting his chickens just yet. He said sales really take off when female customers start buying.
"The girls are not in it yet. Usually when the girls get into it, it's hot," Morgan said.
"The last time they won the Stanley Cup, it was crazy. We'll see what happens. You still don't have the 'oomph.' That's still not there yet."