Salem Launches ‘Holiday Happenings’ to Extend Business Boom Beyond Halloween

Salem, Massachusetts, is launching a "Holiday Happenings" initiative to extend the downtown holiday season beyond Halloween and support small businesses through the winter.

"Holiday Happenings" will feature a coordinated schedule of marquee events, including Santa's arrival and a holiday tree lighting on Friday, Nov. 28; Small Business Saturday on Saturday, Nov. 29; Wassail Weekend on Saturday and Sunday, Dec. 13–14; and a holiday window decorating contest starting Saturday, Dec. 6.

According to a Patch of Salem report, the program responds to retailer concerns about tighter margins, rising costs, and cautious spending by unifying holiday marketing in a way similar to Salem's Haunted Happenings during October.

To execute the effort, Creative Collective and Salem Main Streets are teaming up to beautify downtown Salem for the holidays with wreaths, ribbons, and holiday lighting, as well as launching a dedicated website for visitor information.

"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," said John Andrews, founder of Creative Collective, in a statement shared with the Patch. "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."

"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," said Kylie Sullivan, executive director of Salem Main Streets.

Salem Mayor Dominick Pangallo commented on the collaboration. "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," he said. "Salem's appeal extends far beyond October, and Holiday Happenings demonstrates our commitment to supporting our business community year-round."