HORSHAM retailers have embraced an opportunity to attract bargain-hunting shoppers during Black Friday sales.
More than 50 businesses backed the Wimmera-based campaign, which is in its first year.
Some stores opened as late as 9pm on Friday to give people a chance to shop after work or drop in during the city's annual Kannamaroo Festival.
The Wimmera Mail-Times, Ararat Advertiser and Stawell Times-News led the initiative whichencouraged residents to support local businesses, and for local businesses to provide their customers with great deals leading into Christmas.
Business Horsham deputy chairman Paul Atherton said combining Black Friday with Kannamaroo was a great opportunity for retailers along Horsham's Firebrace Street.
"Anecdotally, businesses within the central business district indicated that they had a great day, but businesses outside of the main street said it was a normal day," he said.
Mr Atherton said sales spending in Horsham was generally affected by weather conditions but that despite the rain on Friday there was a good feel in the stores.
"The Black Friday campaign was advertised across major media outlets which put the general public in a buying mood," he said.
"The success of this going forward is to do things that combine shopping with events."
Earles manager Brian Curran said he found the Black Friday sales beneficial.
"We usually do a sale around this time ourselves," he said. "But it was good to see people coming in who had heard about Black Friday or were at Kannamaroo."
Mackays Leading Edge Jewellers Horsham manager Fiona Mackay said Black Friday had been a hugely successful day for the store.
"We have been busy all day," she said.
"People seemed to know about it and came in to take advantage of the discounts."
Mrs Mackay said Black Friday was an initiative worth continuing in Horsham - but that if it were to coincide with Kannamaroo festival again, Firebrace Street should close later in the afternoon.
"If it continues to be on the same day then the street shouldn't close at 5pm," she said.
"It immediately stops the traffic coming into the central business area, which could affect sales."
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