Let the shopping begin! Many people started that Friday night during the annual Holiday Promenade in the East Village. It's the official start to the shopping season there.
People got into the holiday spirit by popping in and out of shops and boutiques around the East Village. Store owners got in the spirit by seeing their stores full of customers.
"I probably do 20% of my business in November and December," said Ann Harmon, owner of From Our Hands, which is an American craft gallery.
She said the East Village has been a great location. Every year sales get better, and the promenade helps with that during the biggest buying time of the year.
"It brings a lot of people down. A lot of people it's their first pass through. They'll get ideas for later," she said. "A lot of people it's their first time they've been down."
Just down the street is Aimee, a clothing boutique. Owner Amy Hassebrock said metro shoppers and many central Iowans are very supported of small business and take advantage of the promenade.
"We even have folks from Pella, Ames that make this a night out. Stay, get a hotel," said Hassebrock. "It's just such a quaint, charming night."
She loves meeting new customers and seeing longtime ones return. She said knowing the customers personally is a perk of shopping local.
"Going in and seeing what the business is all about. It's nice to talk to the owners and meet them because it's just personal."