The countdown has begun to Fish Friday.
That might be how Gary Clark, owner of Fisherman's Paradise Wagga, would like to re-brand Good Friday.
Each week for 18 years he has made the 420km journey from his home in Ulladulla to sell his fresh fish in Wagga.
Setting up outside the Farmers Home Hotel from 10am on Thursday, this is always his busiest time.
"People say, 'I hope there's not a big crowd', and I say, 'I hope there's a line from here to Gundagai'," he said.
With his orders now gaining momentum, he is expecting up to 500 people to come by his van ahead of Easter.
"It's double, sometimes triple the [number] of people I usually see. People still want fish for Good Friday," he said.
Abstaining from red meat on Good Friday has its roots in Catholicism, but Mr Clark believes few of those who now practice the custom would know of its origins.
"I was born a Catholic, but I don't follow it so much these days," he said.
"When I was growing up, every Friday was fish finger night. Years ago that was just what happened. I think people still eat fish for Good Friday because that's what it's always been."
Following 'what it's always been' has become something of a tradition for the city, said Mr Clarke.
"Wagga loves flathead and salmon, sometimes a bit of snapper too. They don't tend to indulge in ling or barramundi," he said.
It has made for some difficulty though, as storms across the south coast limited stock of Wagga's favourite fish.
"It was a bit of a panic, and it's meant we won't have excess stock to sell," said Mr Clark.
"We've run out of flathead early this year, I've had to say to a few people they've missed out."
Mr Clark hopes the situation may prove a blessing in disguise, promoting other fish of choice to the people of Wagga.
"I personally like a bit of flounder, and the more bottom-feeding fish, but people don't tend to go for them," he said.
"There's better fish in the ocean that what you always get."
But while it might still be fish for Friday, it is steak for Sunday. So says South Wagga Butchery's, Liam Hanigan.
Each year, the butchery sells up to 100 kilograms of steak and sausages.
"A lot of people go camping over the long weekend, so barbecue meat is also really big," Mr Hanigan said.
"Kebabs, steak, rissoles, chops, they're all popular. It's our second busiest time of the year after Christmas."