It’s not easy for Lindsay Johnson to contain her excitement about the Saturday after Thanksgiving in downtown Shawano.
“I always describe this day as our very own Hallmark movie,” said Johnson, Shawano Downtown Business Improvement District coordinator. “It’s a magical day.”
Small Business Saturday is celebrated Nov. 29 this year. While Johnson and others make the most of the retail side of the day, the city of Shawano goes all out to make it so much more.
“It’s a day of supporting local and promoting the amazing stores that we have in this community,” she said. “It’s a magical experience to ride the trolley up and down Main Street to experience the sights and sounds of the day. Then, the fun continues at Franklin Park from 3-5 p.m. where kids of all ages can experience horse-drawn wagon rides, roast marshmallows, visit with Santa at his Santa House, see reindeer, play games and so many more activities. Then at 5 p.m., we count down to the lighting of that giant 26-foot Christmas tree.”
Starting in 2018, this is the eighth year for the event. Downtown Shawano is home to more than 50 locally owned stores with gifts, decor, apparel, food and beverages, health and wellness offerings, plus salons and spas.
Johnson said Small Business Saturday is important to local businesses for many reasons.
“Local businesses create jobs; they employ your neighbors, friends and community members,” she said. “For every dollar spent at a small business, a significant amount stays right here in our local community.”
Local business owners know their customers personally and can offer helpful recommendations, custom orders and exceptional service, Johnson added.
“Our Shawano Downtown shops give our community its character and charm,” she said. “Local businesses sponsor youth sports teams, donate to fundraisers and support community events. So when you shop local, you support those who continually give back to the Shawano community.”
The city of Shawano is sponsoring free downtown trolley rides from 10 a.m. to 5 p.m. Visitors can hop on the trolley at a variety of stops throughout downtown.
Trolley stops are 701 S. Main St. near Bottle House Antiques, 214 S. Main St. near The Naberhood, 103 S. Main St. near The Stock Market, 215 N. Main St. near The Daily Drip and Division Street near Franklin Park.
The Holiday Stroll and Tree Lighting will be held from 3-5 p.m. at Franklin Park.
In addition to the large tree, there are 115 smaller decorated trees to view.
“These trees are sponsored by area businesses and nonprofit organizations,” Johnson said. “These trees remain decorated until after the new year, and we invite people to visit them throughout the holiday season.”
This year, the tree count increased from 100 to 115. All the trees are real.
“We couldn’t do this without our amazing sponsors and partners,” Johnson added.
These trees, and the 26-foot-tall artificial tree at the center of the park, are set up by crews from the city parks and recreation department, public works, city hall and Shawano Municipal Utilities.
“It’s really a team effort that makes all of this possible for our community,” Johnson said.
Activities at the park include visits with Santa, horse-drawn wagon rides, children’s activities, visits with Santa’s reindeer, hot chocolate and sweet treats, roasting marshmallows, Christmas caroling, Shawano County Library story time, Christmas music and free goody bags for youths from the Shawano Optimist Club.
The big tree will be lit at 5 p.m., after the crowd counts down the last remaining seconds.
All told, the day’s events draw thousands to the downtown and park. Exactly how many is impossible to calculate, Johnson said.
“I don’t have an estimate on the number of shoppers downtown; that’s just impossible to capture with so many businesses,” she said. “I do know there were close to 500 riders on the trolley last year. At the Holiday Stroll and Tree Lighting, the Shawano Optimist gives out goody bags to each kid that stops by, and they usually have about 400 kids each year. Last year, Santa saw approximately 280 kids during the event.”
kpasson@newmedia-wi.com
