'No Sales Tax' signs are posted all over stores in Mississippi, because Friday and Saturday, there is no state sales tax being charged on clothing and footwear purchases.
"Overall, most of the stores have reported same as last year, or even a little better than last year's sales, so far, as of today (Friday)," said Renee Williams, Bonita Lakes Mall general manager.
"It has been been phenomenal," said Dillard's manager, Quintin Strickland. "It's a great success for us, and we hope tomorrow is our third largest day of the year, outside of New Year's and Christmas."
After the first sales tax holiday for the state last year, store managers knew what to expect and knew they had an opportunity to lure even more shoppers with deep sales.
Dillard's is offering 40 percent off of already substantially-reduced items. Pair that with the sales tax break and shoppers are getting some pretty good deals.
The bucks were definitely being spent in the children's department as parents loaded up on back to school uniforms and shoes.
And it was a successful day of shopping for Olivia Gale Scarbrough who is going into the 7th grade.
"Not where it's like, 'you've got a uniform on, but you've got a cool uniform on; where did you get it from?' That's how I used to be, but I've got some cool ones now, too," Scarbrough said.
The ladies department was just as busy, proving the sales tax holiday isn't just about back to school.