What began as just a night of stores staying open late has morphed into something more festive, including parties, gifts with purchase and product launches. Here, we've cherry-picked the best events (all free and open until 10 p.m.) in the greater L.A. area:
Book Marc, the Marc Jacobs-branded bookstore in Melrose Place filled with new and vintage fashion books, will be serving Sofia champagne and giving out free tote bags. 8407 Melrose Pl.
Alice + Olivia, the sportswear brand on Robertson, is throwing an in-style carnival with snow cones, cotton candy and carnival games, including a raffle. 134 S. Robertson Blvd.
DVF Los Angeles is throwing a cocktails-and-hors-d'oeuvres party previewing the new fragrance Diane. We'll be lining up for the photo booth that shoots guests vamping, then spits out a flip-book. 8407 Melrose Ave.
We're tucking a few credit cards in a shoulder bag (the better to keep our hands free) and setting out early Thursday night. Really, it's the least we can do for the economy.