Set your alarm clocks! Several Sundial merchants will be open at the crack of dawn participating in the Downtown Business Association St. Petersburg 45th Annual Sunrise Sale on Thursday, July 19th. Florida Jean Company, Juxtapose and the Rowdies Team Store are just a few of the merchants who are participating in the biggest sale of the year. The early ‘Burg gets the best deal, so set your alarm clock because the sale starts at 6:47 am.