51st annual Sunrise Sale happening today in St. Petersburg

ST. PETERSBURG, Fla. (WFLA) — The 51st annual Sunrise Sale is happening Thursday in St. Petersburg.

The event is billed as St. Pete’s largest Pajama Party, offering hundreds of sales, deals, and discounts for shoppers of all ages.

The Sunrise Sale kicks off at 6:43 a.m. with the rising sun.

“There are people who have been supporting this for 30, 40 years. They come out in their curlers which is something I did not know people still wore, however, they come out in their pajamas, they drink their mimosas they drink their coffee, you would be amazed how vibrant it is,” said Jose Martinez, Founder of Sartorial Inc.

More than 50 businesses open their doors early and offer deep discounts to hundreds of visitors.

The event is a way for store owners to welcome hundreds of shoppers during their slowest season.

“It really makes a difference because what it does is it sets you up for the high season coming at the late of the year. This is really and truly our slowest time of the year. Many small businesses, particularly those in the first five years of business, really need the cash infusion and the support. It’s a wonderful way to support small businesses,” said Martinez.

According to a release, the participating businesses for the Sunrise Sale will be located along and around Beach Drive in the downtown core, going west on Central and 1st Avenues through the 600 block, out to the EDGE district and also along the Fourth Street corridor going north up to 22nd Avenue.

The event is organized by the nonprofit Downtown Business Association (DBA) of St. Petersburg.

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