Knitters and their trusted confidants know that Super Bowl Sunday isn’t only known for football. It’s the day when the Fiber Loft presents a kaleidoscopic array of hand-knitted sweaters, shawls and scarves for sale for less than the price of the yarn.

Fiber Loft owner Reba Maisel only advertises the sale to her regular clientele. She opened the doors at 1 p.m. last Sunday to a group who’d braved the cold to have first pick, and it was standing room only within 15 minutes.

Beth Williams of Granite View Lane said that she has always found something unique at the sale, and bought iridescent sea green and heathery red sweaters. Sharon Chandler, Bromfield School middle school art teacher, complimented Fiber Loft’s offerings as being “So not TJ Maxx” and the kind of garments “You just live in.” She was torn between a fuchsia tunic and a full-length multicolored sweater coat. Maureen Phillips of East Bare Hill Road was accompanied by Joe Newpol, whose apparent role was to carry as many sweaters as possible for Phillips’s detailed consideration. Phillips described herself as an aspiring knitter who appreciates the craftsmanship and color of the Fiber Loft’s wares.

Maisel said that she started the sale about 10 years ago to realize some return from an accumulated excess of store samples. The sale was such a hit that she expanded her offerings, soliciting additional finished goods from yarn vendors, who often provide samples to yarn shops to demonstrate how new fiber products will work up. Maisel noted that Berroco, an Uxbridge yarn vendor, makes it a practice to donate unsold goods to Loaves and Fishes, which reserves them for its customers’ holiday shop.

Maisel has been at the 9 Mass. Avenue location for 34 years. She said her 2001 expansion into the downstairs space previously occupied by the U.S. Post Office has not only afforded opportunity to expand her product line, but also to offer a wider variety of fiber arts classes. The Fiber Loft is currently presenting a trunk show of knitted items made with its very popular Manos del Uruguay kettle-dyed yarn, and is offering a 10 percent discount on solid and multicolor skeins through Saturday. The shop is open from 10 a.m. to 4:30 p.m. Monday through Saturday, and 1 p.m. to 4 p.m. Sundays during the winter. For more information about classes and products, go to www.thefiberloft.com or call (978) 456-8669.