Yes, die-hard shoppers will be heading to Best Buy and Toys &‘R Us as the clock strikes midnight on Thursday.
But for many who live in Sonoma County, Black Friday will take on a different feel. Small-town shops and locally owned businesses will be offering them hors d'oeuvres and hot cider along with their discounts. And wineries will be open for tastings throughout the county.
In Healdsburg, stores will stay open until 9 p.m., and shoppers will be serenaded by carolers and transported in horse-drawn carriages.
"I'm sure they're offering bargains and the usual things, but they usually have cider or something to nibble on, and it brings a festive glow to the town," said Karen Aubert-Roach, of the Healdsburg Chamber of Commerce.
In Sonoma Valley, Black Friday coincides with an annual wine tasting event, the Heart ofSonoma Valley's Holiday Open House. Locals and tourists alike who bring any kind of local shopping receipts to Sonoma Valley Visitors Bureau will receive free Sonoma Valley tote bags, said Wendy Petersen, the bureau's executive director.
"We're so excited about this season, it has really started off with a lot of spirit," Petersen said. "Many people are feeling more confident about traveling and spending."
In downtown Santa Rosa, shopkeepers have coordinated complimentary refreshments, face paintings and even "frosting shots" at Sift Cupcakery to accompany the discounts some are providing on Friday.
"It's very much geared towards family and community," said Doug Van Dyke, co-owner of E.R. Sawyer Jewelers. "It's about getting together with family and getting lunches at Mac's."
Adding to the family atmosphere, Santa Rosa candy store Sweet Tooth will host a magic show at 2:30 p.m.
"We're hoping for large returns, lots of people and kids," said Lisa Soderquist, co-owner.
Local retailers in downtown Petaluma say shoppers don't have to leave Main Street to snag a serious bargain.
Store proprietors are planning to lower their prices on items ranging from garden hoes to diamonds, offering special discounts between 8 and 10 a.m. They've created a Facebook page to promote the cause.
"We think small retailers can provide a really wonderful shopping experience, and since people are very money conscious right now, they can really save by shopping with local businesses," said Regina Leoni, head of marketing and customer relations at i Leoni Dining and Culinary Essentials.
The Sonoma Coast Surf Shop is planning a 10 percent discount on surf boards, and 20 percent off on other items.
Tuscan Gardens plans to discount its fall and Christmas pumpkins, potpourri and candles.
"We've got some really great Christmas stuff up and lots to look at," said saleswoman Mary Lynn Visser.
Other local retailers participating in Petaluma's promotions are Stink, Paperwhite, Sorella, J. Solar Fine Jewelry, Heebe Jeebe and Athletic Soles.
"I think the creativeness of what the cities have done for their stores will be a way to bring in more confident consumers," said Ben Stone, executive director of the Sonoma County Economic Development Board.
"I think we'll probably see an increase in sales over the next year... We're through the worst."
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