For many downtown retailers they make more money in the four hours of the festival than they do on any other business day or night. Michelle Jewell of the Peanut Shopp says they more than double their business and the store is jam-packed all night.
Kevin Green of the Principal Shopping District says it is the biggest night of the year for most retailers downtown and the profits set the tone for the rest of the year.
At Michigania, sales associates agree the night does bring a boost in business, but it also lays the groundwork to bring in future customers.
"That's the most important thing, getting people here who have never been here before," Amy Rosseter of Michigania said.