MONTPELIER, Vt. (WCAX) Flannel is a very popular choice of clothing in Vermont, and Friday, the state's capital went all-in on the wardrobe staple. Montpelier skipped Black Friday in favor of Flannel Friday.
Inside and outside stores, shoppers could be seen wearing flannel and getting deals at local stores.
Organizers say it's a way of keeping people local while also having some fun.
The "Flannel Fairies" were also seen downtown. They were giving away prizes and gift cards to people spotted wearing flannel.
"We have given out about 100 prizes to people wearing flannel downtown. Some of them didn't realize that they were here for Flannel Friday. A lot of people are downtown in the holiday spirit," said Dan Groberg of Montpelier Alive, one of the Flannel Fairies.
"Well, I love it. It's local, it doesn't drive me up to the malls where I don't want to go to anyway. It doesn't send me out of town for discounts," said Fran Dodd of Montpelier.
Organizers hope shoppers return for Small Business Saturday.