Packers fans haven't felt like this in quite a while. Every time the Green and Gold fumbles away a victory, Packers faithful across Wisconsin sink a little deeper into the reality that the glory days of the '90s are quickly slipping away.

For fans, that's a tough pill to swallow. But for those who earn their livelihood on the team's wins and losses, it feels even worse. Memorabilia dealers, ticket brokers and area bars are feeling the agony of defeat - in their bottom line.

"I've sold five Packers stadium seats this year, versus 50 at this time last year," says Tim Seeger, owner of Sportsworld, a collectables and memorabilia store at 12201 W. North Ave. in Wauwatosa.

"I usually sell 100 Packers house flags. I've sold five."

For Seeger, the team's losing ways are making sales about as cold as Lambeau Field in December. Normally, the Packers make up 70% of his business. This year, he says the Badgers and Bucks items are actually outselling Green Bay.

In addition, the injuries to stars like Javon Walker and Ahman Green are taking their toll on sales. Seeger says he hasn't sold a single Walker or Green bobblehead doll this year.

"That is an impact without having anything to do with their record," says Seeger.

Seeger says Sportsworld is witnessing the "trickle down theory" with kids, too, as uniform set sales are especially flat.

"Halloween is a major sign of what team is hot and not. I didn't sell one Green Bay Packers uniform."

But for Seeger, he plans on sticking with the Green and Gold. In fact, the team's miserable record is having less of a stunning effect on fans now, since the team started last year at 1-4, only to rally to win the NFC North division.

"I'm a Packers fan first and a business man second," admits Seeger. "I quit the corporate world at 30. I'm 52, and whatever happens now, I'm in control. No, this is not being cyclical, but I'm going to roll with the punches."

And Seeger knows that while other Wisconsin teams will always play second fiddle to the Pack, he can still earn a living catering to those fans. Brewers memorabilia makes up less than 5% of his sales, for example, but for the first time in 10 years, Seeger says he sold 10 house flags. And that's encouraging.

"Yes, this is atypical. But if the Packers don't do it, another team will. I'm hoping the Bucks will pick up the slack."

Ticket Brokers Feel the Punch

The "Packer Effect" has had a different impact on Milwaukee ticket brokers. While sales aren't specifically hurting, the price a ticket fetches in 2005 is less than it was in the past.

Of course, all Packers home games remain sold out seemingly through the next millennium. That will probably never change.

But contrary to what one might expect in regard to a bad team's ticket sales, some speculate that bargains are easier to come by when the Pack finds itself backed up against the goal line.

According to Connections Ticket Services' Cornelius Holt, "Interest is actually somewhat up. People are always going to want to see the Packers and Lambeau Field."

Currently, he says, "ticket prices are down this year for most games. Many late season games are just slightly over $100 per ticket."

That's inexpensive by normal Packer ticket price standards.

But some games still fetch the big bucks, says Holt. The upcoming Steelers game has remained a hot ticket, and consumers appear willing to pay.

"Tickets are like stocks," says Holt. "They can go up and down in value on a daily basis due to outside factors. For example, the Steelers haven't been to Lambeau since the 1995 season (Packers won that memorable game, 24-19, and clinched the division). You don't often get to see a Super Bowl caliber team at home, and this (Steelers game) is probably the last day game before the weather gets bad."

Compare that to the Bears game that falls on Christmas this year.

The Bears game is usually one of the more expensive games during the season, but this season, it's at the end of December, and it will be cold.

Says Holt, "Tickets are considerably cheaper and readily available (for the Bears game)."

Still an Excuse to Drink During the Day

They say that every bar in Wisconsin is a Packers bar. Even at a place like Palomino (2491 S. Superior St.) that's known more for its food and great jukebox than its football coverage, Milwaukeeans come out in droves each Sunday to cheer on the Green and Gold.

So it's not surprising that the bar has seen a little drop off from casual fans, says bartender Bill Rouleau. "But it's kind of a ritual at this point, so I think people will come on out no matter what."

Still, it doesn't take a Super Bowl bound team to get Milwaukeeans out to the bars.

Says Rouleau, "Overall, business isn't really down. People are still eating plenty of wings. And it's an excuse to hang out in a bar on a Sunday when you'd feel guilty otherwise.

Some Friendly Advice

Sportsworld's Seeger, along with every fan in Wisconsin, has some advice for the Packers: He says he doesn't advocate firing Mike Sherman, and he thinks the Pack can still rebound.

"I think 7-9 might win the division this year," says Seeger. "They should stay the course with Sherman. It's Brett who isn't listening right now."

Still, Seeger is thankful that the years of popularity the Packers have experienced has translated into growth for Sportsworld.

He sums up the sentiments of many entrepreneurs who rely on the Packers, in just one sentence:

Says Seeger, "Brett Favre helped build my business."