The festival celebreate the deity of business and commerce. To do this you want to get a bamboo branch that has lucky charms on it such as gold coins. Of course these are for sale in the local market. While it is celebrated at many shrines around Japan the largest is at Imamiya Ebisu Shrine in Kansai.
Today is actually the Eve of Ebisu tomorrow there will be a big good luck parade with celebrities, geisha and fuku-musume (good luck girls) that will hand out good luck charms.
Links:http://www.jnto.go.jp/eng/location/spot/festival/tokaebisu.html
http://adventuresofanette.blogspot.com/2011/11/im-gonna-be-fuku-musume.html