INDIANAPOLIS — Complete with long lines, early hours and great deals, Black Friday has become an American staple and one of the biggest retail moments of the year.
While people grow eager to stand in line and take part in the bustling crowds, Indy's Massachusetts Avenue is taking a different approach to the holiday shopping season.
The annual Midnight Shopper event turned Mass Ave's stretch of local shops into a more personal experience Friday night by encouraging businesses to keep their doors open later than usual. Some businesses kept their doors open until midnight.
Kim Pauszek is the owner of Francis + Fern Boutique Shop. She uses events like this to get people excited to shop local.
"It's just the perfect way to kick off small business week next week," said Pauszek. "It brings people out. The hustle and bustle down here on Mass Ave ... It's super busy, it's just a fun time."
It's a different kind of busy, one that gives people a chance get early holiday shopping done without the added noise of the typical retail experience.
"I actually like the Saturday after Black Friday," Jillian London said, who added she tries to avoid the crowds altogether." The crowds have cleared out a little bit, but I'm looking forward to seeing what is out there."
The Midnight Shopper event gives a big advantage for people looking to support local, and owners looking to become more embedded in the community.
"A lot of people depend on this time of year to keep their doors open next year," Pauszek said. "It's just really important to get out and shop small."
Another event to celebrate local businesses on Mass Ave will be held November 30 on Small Business Saturday.