St. Pete’s Beloved Sunrise Sale Returns — And Yes, the Pajamas Are Still Mandatory!
Every summer, as the heat settles over downtown St. Petersburg and most of the city hits snooze, a curious tradition jolts to life before the sun even crests the horizon. It’s called the Sunrise Sale, and it’s not just any sale — it’s a 52-year-old, pajama-clad, mimosa-sipping, storefront-strolling local ritual that proves just how weird (and wonderful) this city can be.
Set your alarms now: this year’s sale kicks off at 6:43 AM sharp on Thursday, July 17, 2025. That’s not a random number — it’s sunrise. For early risers, shopkeepers, and longtime locals, that’s when downtown officially wakes up. For over five decades, the Downtown Business Association has organized this quirky summer happening, originally designed to help businesses survive the slow season. Today, it feels more like a mini-holiday — one that turns the sidewalks of Central Avenue into a catwalk of bathrobes, slippers, and curlers.
A Downtown Wake-Up Call Since 1973
When this event first launched in the early ’70s, it was part business solution, part neighborhood experiment. Would anyone come out at the crack of dawn for retail deals in the middle of July? Turns out, yes — and they’d do it in fuzzy socks and nightgowns.
The Sunrise Sale has since grown into what some lovingly call St. Pete’s largest pajama party. Shops open their doors at the moment of sunrise, and many offer one-day-only markdowns and fun little surprises. You might catch complimentary coffee outside one boutique, stumble into a hidden discount bin inside another, or run into someone handing out donuts just for showing up in sleepwear. It’s less about the transaction and more about the experience — and that’s what keeps people coming back.
Local Favorites, Early-Morning Energy
On sale day, downtown is transformed. Storefronts are decked out in yellow flags and balloons, coffee flows like water, and the sense of community feels electric. Walk along the sidewalks and you’ll see shop owners waving to each other, regulars exchanging hugs, and tourists wide-eyed with curiosity. There’s laughter, chatter, the clink of mimosa glasses, and a kind of buzz that even the Florida heat can’t melt.
One of the most recognizable faces at this event is Shelli Herman, manager of the St. Pete Store & Visitor Center. If you’ve been before, you’ve probably seen her — fully dressed in PJ attire and curlers, welcoming guests with the kind of warmth only a true St. Pete local can offer. As a Downtown Business Association board member, she’s been instrumental in shaping the Sunrise Sale into something special. According to Shelli, some people even plan their vacations around this event — waking up in their hotel rooms, slipping into pajamas, and heading straight downtown to take part in the tradition.
A Tradition That’s More Than Shopping
While the deals are part of the draw, what really makes this event a gem is the atmosphere. It’s a rare moment when the city feels like a small town. People chat between racks of clothing, exchange tips on the best early bird specials, and celebrate the shops that make this place unique.
At its heart, the Sunrise Sale is about showing up for the local businesses that give St. Pete its character — the indie bookstores, the art galleries, the boutique owners who remember your name. For newer residents or curious visitors, this is one of the best introductions to downtown culture: early, weird, warm, and undeniably St. Pete.
Will You Wake Up or Sleep In?
Let’s be honest — setting an alarm before 6 AM isn’t everyone’s idea of a good time. Some love the novelty. Others grumble until the caffeine hits. But there’s a certain badge of honor in joining the crowd before the city is fully awake. And that’s where the debate kicks in: is getting up that early really worth it for some discounted clothes and novelty pancakes? Or is this whole thing more about the community than the clearance bins?
We’d argue it’s both. But we want to know — are you all in, pajamas and all? Or are you hitting that snooze button and catching the recap on Instagram?
The 6:43 AM Scene Awaits
Whether you’re there for the sales, the vibes, the freebies, or just to people-watch the best-dressed pajama wearers in Pinellas County, the Sunrise Sale is the kind of event that sticks with you. It’s spontaneous yet time-tested, silly but sincere. Most of all, it’s a reminder that this city doesn’t need a big production to feel alive — just some yellow flags, good people, and a reason to come together at dawn.