Retail stores are capitalizing on the success of the Dallas Cowboys.
At Rally House in Plano, nearly half of all sales are Cowboys merchandise.
"Right now, Cowboys are about 35 to 40 percent of our business," said Rally House sales associate Caleb Zigler. "It just shows you how much people are coming in."
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Zigler estimates the store is making more than $30,000 a week in Cowboys merchandise.
"Fans are coming in, spending $600, a $1,000, $1200. They don't even care as long as it has a star on it. They're willing to slide their card," Zigler said. "They're constantly wanting everything. Two, three or four jerseys. I can't keep them filled because of the demand."
Ezekiel Elliott and Dak Prescott continue to top NFL jersey sales. Sizes and quantities are limited, due to their rising popularity.
"Everybody calls almost every single day looking for Prescott jerseys," said Rally House Frisco manager Celina Pate. "We cannot keep them on the shelves. Everybody is excited."