Discounts in the dark Thursday in Newton

As dusk sets on the sidewalks of downtown Newton Thursday evening, attendees of the annual Discounts in the Dark event may find several kid-sized fireflies mingling around in the crowd.

To bring better brand recognition to the event’s logo, which includes Farley the Firefly, Newton Medical Center is sponsoring a firefly costume contest for children ages 2 to 12 years.

The contest will begin about 8 p.m. near “Discount Central” — the corner of Sixth and Main streets.

“Judges will pick three winners who have shown creativity in their costumes,” said Billi Jo Wilson, Newton Area Chamber of Commerce event coordinator.

Along with the costume contest for the youth there will be prize drawings for adults.

Beginning at 7:15 p.m. with the On-the-spot Makeover, prize drawings will take place about every 45 minutes.

The On-the-spot Makeover includes a new hairstyle, an outfit, shoes or a purse, makeup and jewelry.

The winner of this makeover will receive a ride in a yellow thunderbird before being wisked away for her makeover, Wilson said.

Other prize packages have various themes — landscaping, what’s hot in the kitchen, home and family fun.

“An individual can only win one prize package,” Wilson said. “And those winning in packages will not be eligible for the grand prize, which will be drawn for at the end of the evening following the last prize package at 9:50 p.m.”

Businesses all along Main Street and throughout the downtown business district will be participating.

To help attendees, a trolley will provide transportation across the railroad track.

“In order to ride the trolley, passes will have to be picked up on either the north or south end of the tracks,” Wilson said.

Furniture Warehouse will have passes on the south side of the tracks, and Graber’s ACE Hardware on the north.

Wilson said something else new this year is having a restaurant involved in the event, Acapulco Restaurant.

Throughout the week, business patrons can use their sales receipts to enter into drawings for the prize packages.

During Discounts in the Dark, attendees also can ask businesses for one ticket per business per person — even without purchasing anything — that can be entered into the drawings.

This year, Discounts in the Dark will be a kickoff for the annual sidewalk sale, which will take place from 8 a.m. to 5 p.m. Friday and 8 a.m. to 4 p.m. on Saturday.

“About five years ago, the sidewalk sale was moved from July to June. We’ve decided to move it back to July because the attendance numbers weren’t what we thought they should be,” Wilson said.