No, it's not Black Friday. It's just another wildly popular H&M clothing store opening, this one in St. Petersburg's Tyrone Square Mall.
Dozens of people lined up starting at 6:30 a.m. for the store's noon opening.
H&M focuses on so-called discount "fast-fashion" apparel – clothes that are either direct copies or come inspired from high-fashion designers – but with sticker prices more in the range of $50 rather than $5,000.
H&M has long been selling its own brand-name items in other major retailers, and also has more than 2,200 stores in 39 countries. In the last few years it has entered Florida with locations in Orlando, Sanford and Palm Beach Gardens and most recently at Tampa's International Plaza.
To celebrate, the store offered the first 100 shoppers in line an H&M T-shirt and Access to Fashion Pass, valued between $10 and $300.