For the college football fan store, Campus Spirit, this time brings in lots of business.
"Tremendously, thank goodness. I mean Dothan has such great fans for Auburn and Alabama, and we even have some Georgia," said Cheryl Floyd, the manager.
Floyd and her staff also incorporate their customers in the festivities.
"Well we started by a tail gate party, so we love to share the happiness with everybody and of course fill up the store before," said Floyd.
Restaurants look forward to this time of year just as much, and they're a big hit for game watchers. What better way to see the game than to be with other fans?
"Oh yea, it definitely, definitely pumps you up. You know you kind of draw off the energy of other people," said Mike Bryan, the owner of Fatback's.
Especially when things get a little heated.
"Sometimes you know you get your opposing teams and they get in a little, you know, talking about it," said Bryan.
But it is nice to be able to work in a place dedicated to the game.
"Oh well now I'm a huge college football fan," said Floyd. "So I'm ready for football. I even took the day off tomorrow."
And Floyd doesn't expect business to slow down at all tomorrow.