Dawn had yet to break over Wiscasset on Saturday when DebraElizabeth’s on Main Street was already lit up and bustling with shoppers from as far away as Camden. The business was among the first to open for the annual Wiscasset Early Bird sale. There were free doughnut holes, coffee and orange juice at Ames Supply on Route 1, and cars in some of Main Street’s diagonal parking spaces well earlier than usual.

DebraElizabeth’s gave its customers added incentive to go into full Early Bird mode and shop in sleepwear. From 5:30 a.m. to 6 a.m., pajama-wearers got 40 percent off. Sue Fitzgerald of Bath wore a leopard-print bathrobe over hers. She got two tops and a pair of eyeglasses at bargain prices.

At some other participating stores, mostly day-dressed shoppers were spotted. Those entering the Main Street business, Rock Paper Scissors, enjoyed some canine companionship with their shopping. Owner Erika Soule’s lab-Great Pyrenees Abby greeted customers and milled about the store, accepting pats and compliments.

“I’m not really a morning person, but it’s a good community thing to do,” Soule said when asked about her store’s participation in Early Bird. “And it’s a nice little thank-you to our customers,” she said.

Further south on Route 1, Ames Supply co-owner Wayne Averill said the store had quite a few customers when it opened at 6 a.m. Saturday.

“It was a good start, and we were ready for them,” he said.

Averill was expecting a second round of the Early Bird influx at about 7:30 a.m.

A lot of people start somewhere else first, going in town or wherever. But it makes for a busy day all day here. It’s lots of fun.”

Midcoast residents’ next chance to wear their pajamas in public will be in Boothbay Harbor, for its Early Bird sale and fun events in flannel, on Nov. 22.