Magical. That’s the experience Lake Wales merchants hope will lure Black Friday shoppers downtown. And, the magic wand shopping strategy is not just one day. The week-long sale-a-palooza continues during the national Shop Small Business Saturday on Nov. 24 and culminates on Friday, Nov. 30, with Make it Magical, a new holiday celebration that will involve the entire community.

“Everybody who comes here says this is a cute little town, but they didn’t know all this was here,” said Mary Walkup, owner of One of A Kind Couture For Less. “I really believe in downtown because you have to be part of the solution, not part of the problem.”