To a small business owner like Justin Berends, the unusual 4:30 p.m. kick-off for Saturday's Buffalo Bills' game, means his Lackawanna pizzeria will be jammed with football fans.
"I would suspect by 4:30, fans - our customers - will be all over the place," said Berends, who owns Sunny Red's on Abbott Road. "Thank you Josh Allen."
Consider this: Just during the Bills' game, Sunny Red's will go through 20 cases of wings - each with approximately 180 wings per case. That's 3,600 wings.
And, Sunny Red's will sell 75 pizzas during the game.
On a typical Saturday, Sunny Red's will go through 10 cases of wings and sell 35 pizzas.
"Bills' games mean a lot to us," Berends said.
Berends is not alone.
Tom Zoratti, owner of On the Rox liquor store on Bailey Avenue in Amherst, said he also is anticipating a significant spike in customer traffic.
"Bills' playoff games always give us a boost," Zoratti said.
It's not just last minute shoppers on game day. Business has been up all week, Zoratti said.
"Wine, vodka..you name it," Zoratti said.
Even a venerable, locally-owned business like LaNova Pizzeria sees a major uptick in orders leading up to Bills' playoff games, says Joseph Todaro III, whose family has run the popular pizzeria for generations.
Todaro said between LaNova's flagship store on West Ferry Street in Buffalo and Main Street in Williamsville, they will sell more than 10,000 pounds of wings and 1,000 pizzas because of the playoff game.
Business leading up to the Bills' game could be up as much as 20%, Todaro said.
"And, if they (the Bills) win, we will be selling well into the night," Todaro said.
Todaro said the lead up to Saturday's game easily compares, from a business perspective, to the early 1990s and the four Super Bowl runs.
"It feels like Jim Kelly all over again," Todaro said.