For the 68th year in a row, thousands of Texas Longhorns fans gathered to put a hex on the Texas A&M Aggies.
They gathered on the south mall to cheer on the Longhorn football team to beat the Aggies on Thanksgiving.
A victory over A&M will ensure a perfect season.
The Horns’ nearly perfect season is also making financial winners out of a number of different businesses.
Jeff Chen, a UT graduate drove to Austin from Houston on Monday with the sole purpose of buying something – anything -- as long as it's burnt orange.
“It's a good feeling when you see burnt orange stuff and you know everybody feels the same way, especially with our football team when they do well we all get together and wear all our gear,” he said.
Saturday night's showdown between Texas and Kansas leaves the Horns’ one win away from a perfect season.
Success on the field translates into dollars and cents at places like the Co-Op on the drag.
“Probably ever since the baseball national championship, people have been looking towards football so we've seen a groundswell over the last six or seven months,” said Brian Jewell, Texas Co-Op.
It may come as no surprise as to what the most popular burnt orange items that are selling this football season.
“Colt McCoy jerseys in all different colors, T-shirts, all kinds of different things,” Jewell said. “Of course his favorite receiving target, Jordan Shipley number 8, has been doing very well too.”
The Co-Op is seeing the same increase in longhorn memorabilia sales that it saw before and after UT's unforgettable win in the Rose Bowl in 2006.
The Horns have to clear the Big 12 championship hurdle in Dallas on December 5 before getting to a prestigious bowl.
“There's still plenty of tickets out there for customers, again it just depends on where they want to sit, what the price range that they're looking to stay in,” said Angela Angel, Ticket Cloud.