There's nothing else like it in East Lansing...and as Michigan State gets ready to take on Michigan, business like the Student Book Store were already seeing extra business on Friday, with more on the way.
"We've had a lot of fans today," said SBS Manager, Brad Ballein. "People are very pumped for the game."
SBS has been around for 50 years and Ballein says his store knows how to get ready.
"We got some 'Beat Michigan' buttons and stuff like that, but yeah, we definitely stock up for this game," said Ballein. "This is bigger than Homecoming."
It's a game the staff at the newly-opened Peppino's has yet to experience. Lucky for them, General Manager Dan Tyler used to work with nearby Harrison Roadhouse. Knowing what to expect, Tyler tripled staff for the game.
"Really, all you can do is talk about it. We have preached and preached that it's going to be busy this weekend," said Tyler. "We're projecting huge numbers for the weekend."
Preparation is what Peanut Barrel Owner, Joseph Bell, who's worked 20 MSU-Michigan games, says is most important when dealing with more than 75,000 fans.
"We have to make sure that everyone's scheduled properly and at the right times of day," he said.
As for game predictions..."Michigan State might be a touchdown better, which is what we're hoping for in East Lansing," said Bell.