Each year on black Friday, the day after Thanksgiving, shoppers in Fernandina Beach are encouraged to come downtown and shop in their pj’s to receive a discount at all purchases in local stores. As a result the downtown streets are filled with all manner of interesting pj looks and of course besides the discount, a prize is awarded for “best dressed” shopper. From santa to diva’s, the view is unique and colorful as each shopper trys to outdo their neighbor and be considered for the grand prize. To be consistent all contestant’s register at the main booth and have their pictures taken so judging can be uniform and more easily rendered. I’m not sure this approach would work in a large mall setting, but in the quaint streets of downtown Fernandina Beach, it creates a lot of fun and entertaining experiences. People gladly pose for pictures and are actually buying from local stores, so it’s great for shoppers, merchants and casual observers. This event is a prelude to the next day when Santa comes to downtown and the Christmas tree is lit by the harbor. The lighted boat parade is scheduled for December 11 at 7 pm and is another fun evening in this holiday season. Come on down and enjoy Christmas and the Holidays in Fernandina Beach on Amelia Island!