When the sun rose over downtown St. Petersburg July 16, 1973, businesses met the sun to get customers to cash in on big deals.
"Two hours before work you're going to see judges, attorneys, your banker in pajamas with shopping bags and everybody saving money. It's incredible," said jeweler Bob Serata of Bernie and Sons.
Bob Serata of the jewelry store Bernie and Sons has been a part of downtown St. Pete's 42nd Annual "Pajammin' Sunrise Sale" for more than 30 years -- they’re among the many offering deep discounts.
“Well if you win the earrings, they’re free,” said Serata. “The first 50 people get a chance to win the earrings. We have Yurman bracelets that normally run $3,000. We're selling them for $300."
And the discounts on one-of-a-kind items could get even bigger if you show up to shop in your jammies.
“Wear your pajamas because some businesses will give away extra discounts if you're wearing your pjs,” said Matt Shapiro of the Downtown Business Association. “I'll be in a onesie and other shop owners will be in unique onesies.”
Shapiro says around 55 businesses will be offering discounts up to 75 percent off during sale hours. The summer months can get a little slow for local businesses but the Pajammin Sunrise Sale always finds a way to get shoppers out of bed and into stores.
“We'll have big yellow signs and yellow flags in front of every business so look for the signs and the flags and that's where you can save some money," said Shapiro.
And as the time gets closer to the big sale date local business owners hope you'll rise with the sun to help continue the tradition.
“If you want to come and watch people in pajamas, if you want to become one of the people wearing pajamas, if you want to save some money, come to downtown St. Pete on Thursday," said Serata. “It's going to be incredible."