PENSACOLA - Trying to pull some of the masses away from the malls, downtown Pensacola offered some incentives for shoppers this black friday.

But it may take the entire holiday season before retailers see those incentives pay off.

For shoppers like Sandra McKerlie the mall is for the birds.

"I just like the walking up and down the streets... rather than inside the mall. It's just more unique... outdoorsy," said McKerlie.

That's why she's is shopping downtown today at Elebash's Jewelers.

"We've just always been real, real pleased with anything we purchase downtown," said McKerlie.

It's a sentiment downtown merchants are hoping is on the rise with the recent addition of some shopping incentives.

Business owners say customers enjoy when you offer them something like extended hours and valet parking.

And merchants like Kimberly Cole of the Elegant Lady say the recent rise of more night time attractions has helped her out during the day.

"Daily, I get customers telling me I was looking at your window last night when I was going down to one of the other restaurants, and I had to come back," said Cole.

But most downtown merchants say they're realistic and they know they're not going to make their entire holiday season based on this weekend.

"We're hoping through the holiday season, we'll just get a nice steady flow. We get a lot of tourists down here.... and business people throughout the week," said Cole.

December is historically a good time for businesses downtown.
The valet parking service is now available on Palafox street from 10 a.m. to 11:00 p.m Monday through Saturday.Downtown Retail