How do I take advantage of people waiting for a parade in front of my store?
You could also have a costumed character or two in the entrance of your store. Make the costume tie in with your store--such as a superhero or mythological character who runs very fast in . . . (you guessed it) great running shoes.
You can bring kids and their parents into the store by having a costume contest before the parade. This will take some advance marketing and publicity, but the exposure will be well worth it.