Kids in Roanoke hunted for Easter eggs and shoppers searched for sales.
"It's been a great day to come outside," said Tom Oster.
And with the sunshine and warm temperatures, businesses didn't have to look very hard to find customers.
The sound of cash registers are what shop owners like Laura Duckworth have been waiting all winter to hear. She said much like the weather lately, sales have been downright dreary.
"When it's cold out, no one wants to come to the market because you're basically out in the elements"
Across the street, it has been a very different story for Joe Martin, a Fincastle farmer selling food like eggs and fruit.
"Type stuff that we sell, is the type of stuff they're looking for," said Martin.
Every business owner we spoke with says their excited about the number of events on tap for the season, like the Marginal Arts Festival Saturday morning.
"Draws a lot of new people. we see a lot of new customers and new faces and so we love to have those," said Martin.
"I'm looking forward to the customers coming back, the farmers are back, spring, center in the square opening in may, the co-op coming. I am very excited about a lot of things down here," said Duckworth.
So the temperatures are rising, and so are many business owners' bottom lines.