We're talking about Michigan-Michigan State week, of course.
The big game isn't until Saturday, but as ABC12's Marc Jacobson shows us, local businesses are ready to cash in.
It's the game and week that divides football fans across the entire state - Michigan vs. Michigan State.
"We're going to have the parking lot filled and people lined up at the cash register. There's so much excitement, it's incredible," Great Divide co-owner Dave Broadworth said.
With both the Wolverines and Spartans undefeated, the Great Divide in Flint Township is doubling up on merchandise for what could be their busiest week ever. "In 1999, that was our record-breaking year in sales for that week, and we anticipate the same this week," Broadworth said.
Also expected to drive sales is the Heisman trophy talk surrounding Michigan quarterback Denard Robinson. "When you have someone in that competition, it creates a ton of excitement," Great Divide co-owner Dave Byl said.
The game comes just in time for the Great Divide's 25th anniversary celebration. After so many big games, Broadworth and Byl know how to coach up their sales team. "People are coming in needing to play pranks on their co-workers. They have to decorate offices, and that leads to home parties, and that leads to tailgates," Broadworth said.
"It's the first time we've had a custom table licensed by the school for that sport, which I've never played, but I guess it's really popular," Byl said, referring to a new beer pong table.
While Michigan-Michigan State week is like an early Christmas for the Great Divide, the owners hope to see a post-holiday shopping season as well.
