BELMAR - The Belmar-Lake Como Saint Patrick's Day Parade will be held this Sunday and store owners are gearing up in green.

Shops along Main Street in Belmar have adorned their windows with all that's green for the Irish festivities.

Town officials expect the parade, in its 40th year, to draw more than 100,000 people.

Businesses like Sunsations are hoping to land their own pot of gold. "Being a beach town, sometimes you do need the boost," says Erica Grogan. "People forget about you in the winter, so as soon as the weather gets nice, activity starts rolling around then it just brings great business to the town."

New Jersey Transit is offering extra service on the North Jersey Coast Line between Long Branch and Bay Head for paradegoers.

The festivities kick off Sunday at Lake Como at 12:30 p.m.