BETHLEHEM, Pa. — The Christmas City Village had a strong year despite some extreme winter weather fouling the final days of holiday shopping.
New changes introduced by the Downtown Bethlehem Association for 2022 helped boost turnout and improve the shopping experience along the Christmas City's historic Main Street, said Kelly Smith, the association's manager.
- New huts and more activities marked Bethlehem's Christmas City Village in 2022
- Vendors reported improved turnout, according to the Downtown Bethlehem Association
- More locations along Broad Street are being considered
This year's outdoor market featured more activities and new huts that provided shoppers and vendors more protection from the elements, Smith said. The village generated more foot traffic through events like wandering carolers and a "living advent calendar," where children would knock on a Main Street door to be greeted by a surprise, she said.
"I've had a new vendor already asking to come back next year," Smith said.
"It's been really good. It's been live or die by the weather."Ted Chiaparas, shopkeeper of the Gemeral Store
The association doesn't collect a percentage of sales, so it measures success based on the feedback of the vendors, according to Smith. What they've heard back has been largely positive.
Count Ted Chiaparas among the happy shopkeepers. The Bethlehem resident runs The Gemeral Store with his family. Until this holiday season, the small business only sold stones and minerals online. The Christmas Village location acted as a test about opening a potential brick-and-mortar shop on Main Street down the road, he said.
"It's been really good. It's been live or die by the weather," he said during a slow period during Thursday's rainfall, before motioning to an empty sleigh next to his hut. "Santa being here on Saturdays has been a huge draw."
Across the street, Lynn Donnelly huddled in the back of KGN Organics' hut in her winter coat. The soap, skin care and candle business has been a regular feature of the Christmas Village for over a decade, she said.
The new huts, she said, took some getting used to. Businesses used to set their goods out on outdoor tables so customers could more easily browse the wares, she said. The new set-up made the shops harder to spot, and it took some time for foot traffic to pick up, she said.
"We're learning as we go. I think business has been pretty well. As the season has gone on, I think the word has picked up a bit better," she said.
Smith said the village reached a new group of shoppers thanks to its inclusion on the Hallmark Channel's Christmas Cam. The city's charming downtown was streamed to countless households through the network's website, drawing in people who may not have known about it.
The association will continue to experiment with the Christmas Village in the years ahead. Officials are considering the addition of more locations along Broad Street to attract foot traffic to more parts of the downtown, Smith said. It's not clear yet if that will be part of next year's plan or if more time will be needed for that to develop.
