With its festive, modern displays and giant rotating signs, it's clear that Gabriel Brothers has come a long way from the retailer it was in the 1960s.
The loyal customers who remember that far back recall garments piled on tables, often in no particular order.
It's even different from the "Gabes" of my childhood, as many locations enjoyed much-needed remodeling in the 2000s. Today, the deep discount chain, headquartered in Morgantown, is prolific on Twitter and emails its customers regularly.
Like last year during its 50th anniversary, the store opened at 5 a.m. today. Coupons for half-off an entire purchase were valid until 11 a.m.
Some customers said that was the allure of this sale, since the store is already known for major discounts on name-brand apparel.
In Morgantown, Gabes employees set out doughnuts and coffee for its earliest customers, but the carafes were quickly emptied, even with the modest turnout.
By noon, the parking lot was crowded and the store was bustling.
From Morgantown to Monroeville, Gabes is celebrating this Black Friday with at least one new quirky and unprecedented deal: Customers who say "gobble gobble" at the register will receive an automatic $5 off a purchase of $25 or more today.