Two years after winning a National Championship, Auburn University has lost five of its six games this season. But the loses aren't only hurting Tiger Fans' pride, it's hurting businesses at the cash register.
Many business owners in downtown Auburn say they've taken a hit since the Tiger's losing streak. Some are reporting a 40 percent decrease in sales.
Just two years ago, fan apparel shops were bustling. Auburn fans buying all things blue and orange.
But today, silence fills the stores.
"There has been quite a demise since production and sales from two years removed from a National Championship," says Trey Johnston, who owns J & M Bookstore.
This season, Johnston says his sales have dropped close to 40 percent, and he's blaming Auburn's one and five season.
"Even the front door isn't flapping like it normally does in the fall. It's been pretty tough on us here," he says.
Auburn University student Andrea DeWitt has also noticed a change. She says each weekend brings less and less fans.
"There aren't as many tailgaters. I would definitely say that losing has had a huge impact on it," says DeWitt.
And up the street, Alicia Degroot has been managing Big Blue Bagel in Auburn for five years.
"This has definitely been the weakest season. It's just not the same morale," Degroot says.
And when spirits are down, Degroot says sales also plummet.
"We don't get as much of a crowd. People go home after the games. Don't stay over night. We lose Sunday business, as well and Thursday and Friday business, because we are used to people coming in RVs," she says.
Business owners say the one thing saving them: college visits. They say the number of high school students and their families visiting the school hasn't changed.