Lori Lang did not appreciate the news.

Lang, a sales clerk who was staffing the sidewalk sale booth for Prairie Patches on Thursday, had just been told by a reporter that the surface temperature of the sidewalk – at 8:30 in the morning – was 98 degrees.

“Oh, you got to be kidding,” Lang shot back.

But it was no joke, at least not according to a thermometer purchased at Ernst & Son Hardware. (Normally $4, but just $2 on Thursday. Can you believe the deal?). By noon, the thermometer on the sidewalk read 120 degrees, and in case you’re wondering, that’s as high as a $2 thermometer goes.

Despite scorching temperatures, the 47th annual Downtown Lawrence Sidewalk Sale went on as usual Thursday. Temperatures reached a high of 102 with a heat index of 112, making this year’s sale the second hottest on record, trailing only a 103-degree day in 2003.

“I guarantee you that you’ll easily be able to fry eggs on the sidewalk,” said Rod Ernst, an owner of Ernst & Son Hardware, who has worked every downtown sidewalk sale.

Several merchants reported crowds smaller than normal for the event, which many said is the largest sales day of the year but not necessarily the most profitable because of the discounts.

“The word on the street is that the crowd is a little light,” said Tina Stamos, who was working an outdoor cash register for Au Marche. “It’s understandable.”

Make no mistake, though, Massachusetts Street still was bustling with bargain hunters. Many shoppers said they just refused to be scared away by the heat.

“Heat is nothing,” Eudora resident Mandi Sanders boldly proclaimed. “There’s always one side of the street that is in the shade.”

Sanders and her mother began their sidewalk sale preparations last week, scoping out merchandise at downtown stores. It paid off. She bought a pair of running shoes that normally are priced at $90 for $40.

Lawrence resident Judy Pope wasn’t sure what all the fuss was about. It is July in Kansas. It gets hot.

“I’m wet all over,” she said as she looked through discounted Jayhawk athletic wear. “But it is worth it because of the great deals. You can cool off when you’re done.”

Some shoppers, though, said the heat was oppressive.

“We’re going home soon. These guys can handle it but it’s tougher on me,” said Kimberly Gray, who was with three school-aged children.

There were several opportunities at the sale for heat relief. Some merchants offered free water, and many other booths sold bottled water for $1. Others had garden hoses with devices that sprayed a mist to provide patrons and employees a bit of coolness.

Police officers also were out in stronger force. Police Chief Ron Olin, who was walking the streets Thursday morning, said there were two sets of foot patrol officers and one bicycle team that patrolled downtown all day and evening.

“We have doubled our staffing from past years,” Olin said. “We just want to make sure we’re around.”

Lawrence Memorial Hospital reported that its emergency department did not treat any heat-related cases Thursday.

Some stores took even more precautions. Kieu’s, a woman’s clothing store, was one of several that had the sidewalk sale without the sidewalk. Signs in front of the businesses directed customers to come inside where it was cool.

“It is way too hot to put stuff outside,” said store manager Madeline Heck. “We decided to stay cool.”

Heck said she thought, if anything, the decision would help business.

“I think it may draw more customers for us because they’ll be looking for a way to get out of the heat,” Heck said.

Shoppers also were taking steps to regulate themselves. Jeanette Martens made the trip from Topeka, like she does every year. But she admitted that she thought long and hard before coming this year because of the heat. Instead, she compromised.

“I’ll leave by 10 this morning,” Martens said early Thursday. “The smart money will leave by 10.”

This year also was the second year for a waterline replacement project to have portions of Massachusetts Street torn up during the sidewalk sale. There was no parking on the west side of the 700 and 800 blocks of Massachusetts Street, and construction fencing was up along the two blocks.

“I haven’t had anybody complain about it at all,” said Bill Scott of Framewoods, who said the absence of parking gave people an extra three or four feet of walking space. “You can always park on New Hampshire or Vermont streets.”