(Photo by Gwen Sour) Cashiers at Ulta Beauty work to check out the endless line of Black Friday shoppers Friday morning in Vienna.

VIENNA — Shoppers packed Vienna’s retail corridor early Friday morning as Black Friday crowds surged to levels local officials say haven’t been seen in years.

Vienna Mayor Chad Emrick said the turnout reflects renewed optimism among consumers and continued growth in the city’s commercial areas.

“This Black Friday is proving to be absolutely incredible,” Emrick said. “We’re seeing numbers turned out that we haven’t seen probably in years, and it’s showing the new life and new energy that’s coming to our area, the consumer confidence that’s back. People are excited to see the growth in Vienna.”

At the Grand Central Mall, hundreds of shoppers lined up before dawn for special promotions. Ethan Faatz, regional marketing director for Cafaro Company, said the first 200 people received “swag bags” filled with coupons, small gifts from retailers and a chocolate bar tied to a prize giveaway.

Each chocolate bar included a number redeemable for a prize, ranging from smaller items to larger giveaways such as a Nintendo Switch, YETI coolers and a tabletop Blackstone grill.

(Photo by Gwen Sour) The food court came alive during Black Friday at the Grand Central Mall in Vienna.

Faatz said about 500 people were already lined up at 6 a.m., and by midday, attendance had climbed well into the thousands.

“The best thing I can equate it to is it’s like our championship,” he said. “It’s the biggest day in retail of the year, and it means a lot for our tenants, both local mom-and-pop shops and national retailers. It takes weeks of preparation — I’ve been preparing for this day since October.”

Across from the main mall at Ulta Beauty, shoppers were using the day as both a bargain hunt and a chance to spend time together. Tamara Johnson of Lowell and Ruth Parsons of Wellington said they planned to visit several stores before heading into the mall.

“We’re just using this as an opportunity to hang out,” Johnson said.

Parsons added that the pair were drawn to the variety of stores in Vienna.

“We get to do things, and if we see some things, great — this is a cool store,” she said.

Father and daughter Robin and Lydia White said the day has become a small tradition for their family.

“We are shopping for Christmas presents,” Lydia White said. “It’s a good time to come out and get some good deals for family.”

Robin White said they also enjoy the atmosphere.

“We just enjoy spending some fun, silly time together,” she said. “My sister is in town, so we’re shopping with her. Over the years it’s become a bit of a tradition.”

Sienna Roberts, a former Parkersburg resident who now lives in Sutton, said the trip back to the Mid-Ohio Valley was part shopping trip, part holiday ritual.

“I love coming back around the holidays,” Roberts said. “It just feels festive here, and it’s a great way to kick off the season while seeing familiar places again.”

Faatz said Cafaro, which owns the mall, is encouraged by the turnout.

“Cafaro is the largest privately owned shopping center developer in middle-market America,” he said. “We’re excited to be in the Parkersburg-Vienna market and the Mid-Ohio Valley.”

Emrick said the strong shopping activity highlights the momentum heading into the holiday season.

“We’re just happy to see that,” he said.