PJs encouraged at Thursday's Sunrise Sale in St. Pete. Prices go down when the sun comes up.

The annual Sunrise Sale in St. Petersburg is almost as much of a bargain hunter's holy grail as Black Friday. For 45 years, shoppers wearing pajamas have headed out at dawn to be in position at their favorite stores the moment the sun rises. That's when the deals begin.

The frenzy starts at 6:43 a.m. Thursday.

More than 40 retailers along Beach Drive, Central Avenue, Fourth Street and at Sundial are touting perks such as mimosas, deep discounts, $5 racks and raffles for gift cards. Many have deals and refreshments all day, but the best bargains are during the first couple of hours and for shoppers wearing their PJs.

Bernie's & Son, at 154 Beach Drive NE, is calling the sale "the big one" with reductions of more than $1,000 on certain pieces and 25 percent off all Fendi timepieces. Mermosa, formerly Cerulean Blu, will have dresses as low as $1 at its 400 Beach Drive NE location.

Plane Jane, at 1104 Central Ave., is offering 25 percent off purchases before 9 a.m. and $10 T-shirts. Everything at ZaZoo'd, at 531 Central Ave., is 30 percent off from sunrise until 10 a.m.

Canvas, at 1535 Fourth St. N, will take 30 percent off any regularly priced item for shoppers wearing pajamas all day. From 6:43 a.m. to 8:43 a.m. all clothing, footwear and accessories will be 40 percent off at Reno Beach Surf Shop at 1031 Fourth St. N.

More deals at these and other stores are listed on the St. Petersburg Downtown Business Association's Facebook page at facebook.com/DBAStPete.

There will be maps to participating businesses and free cake at the DBA's main tent on the lawn of the Museum of Fine Arts at 255 Beach Drive NE. Several restaurants, including the Annex and the Birchwood, will serve breakfast and drink specials to shoppers needing extra energy.

Katherine Snow Smith can be contacted at kssmith@tampabay.com. Follow @snowsmith.