Copyright Joliet, IL Patch
As the Witch City crowds dissipate, Creative Collective and Salem Main Streets are looking to support downtown businesses this winter. SALEM, MA — As a six-week-plus Downtown Salem business boom dissipates in the wake of Halloween, Creative Collective and Salem Main Streets are looking to keep the momentum going — and set up small businesses to survive the quiet winter months — with a "Holiday Happenings" initiative. The initiative will feature enhanced downtown beautification, including wreaths, ribbons, and holiday lighting, and a dedicated website for visitor information. The collaboration directly responds to feedback from Salem's business community, which has long requested unified holiday marketing similar to the city's celebrated Haunted Happenings program as retailers face tighter margins and more cautious consumer spending amid inflated costs and other economic uncertainty. "In this economic climate, small businesses can't afford to go dark after October," said John Andrews, Founder of Creative Collective. "Holiday Happenings extends Salem's destination appeal through the winter season while delivering the coordinated marketing support our downtown merchants need to thrive year-round. "When individual businesses face tight budgets, collaborative marketing becomes essential. This partnership gives our merchants the visibility and promotional power they couldn't achieve alone —exactly when they need it most." The Holiday Happenings marquee events include: ● Santa's Arrival and Holiday Tree Lighting (November 28) – Salem's cherished tradition featuring Santa's dramatic arrival atop the Hawthorne Hotel, festive procession down Essex Street, and tree lighting at Lappin Park. ● Small Business Saturday (November 29) – Official launch of the holiday shopping season with coordinated downtown promotion. ● Wassail Weekend (December 13-14) – Encouraging residents and visitors to shop local and enjoy downtown's festive atmosphere with special promotions and roaming entertainment. ● Holiday Window Decorating Contest (starting December 6) – Showcasing downtown businesses' creativity with festive storefront displays. "Salem Main Streets is thrilled to partner with Creative Collective to elevate our holiday programming while providing sustainable, affordable support for downtown businesses," said Kylie Sullivan, Executive Director of Salem Main Streets. "This initiative allows us to continue our mission of downtown revitalization with better coordination, enhanced marketing, and shared resources for the decorations and events that make Salem's holidays special." Witch City Wicks owner Liz Frazier said the coordinated events help develop "a stronger sense of community and shared purpose and really show how connected our local businesses are." "Salem's appeal extends far beyond October, and Holiday Happenings demonstrates our commitment to supporting our business community year-round," Salem Mayor Dominick Pangallo said. "This partnership leverages the expertise of both Creative Collective and Salem Main Streets to help our merchants navigate challenging economic conditions while creating a holiday experience worthy of our city's reputation." (Scott Souza is a Patch field editor covering Beverly, Danvers, Marblehead, Peabody, Salem and Swampscott. He can be reached at Scott.Souza@Patch.com. X/Twitter: @Scott_Souza.)
