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ATLANTA, Ga. (Atlanta News First) - East Coast longshoremen are officially on strike as of Tuesday, demanding higher wages, more comprehensive benefits, and hedges against increased port automation.

“Automation can’t outperform the skilled men and women of the [International Longshormen’s Association],” said a representative for ILA 1475 in Savannah.

The coastal strike has the potential to deliver a lump of coal for Georgians this holiday season.

Whitney and Joe Novak run Kazoo Toys in Buckhead.

“Christmas is just so crazy that we just can’t,” Whitney said, gesturing to the air.

Whitney and Joe are keeping their eyes and ears peeled on the coast, and the strike has them walking a tightrope.

“We don’t have offsite warehouses that hold 100,000 square feet of product, unlike some of the big, major stores do,” Joe said. “So, when we bring goods in, it’s got to fit on the shelf.”

The technical term, just-in-time logistics, is a popular business model that could take the hardest hit from an extended strike.

“If they’re shut for a week, that’s a two- to three-week lag,” Joe explained. “If they’re shut for a month, that’s a three-month lag.”

While many companies have already had their holiday inventory shipped, not everyone has. A merry Christmas could be at stake.

“The selection is only going to go down,” Joe said.

The good news is that most toys are shipped to the American West Coast; however, nearly 60% of all goods come through the East Coast, including lumber, perishables and European cars.

The Novaks’ small business allows them to interchange items more than a big box store, but that can only last for so long.

“Until we get to the point where there’s holes on the shelves, I’m not feeling it too badly,” Joe said.