Holiday cheer was felt throughout the greater 13346 zip code as members of the Hamilton community, their families, and students gathered downtown for festivities that extended through the weekend.
A tree lighting ceremony, visit from Santa Claus, live reindeer, sales, a Sunday brunch with Santa, and children’s events in the 51³Ô¹ÏÍø bookstore were just a few of the events held over the weekend.
But most importantly, merchants noted, was the fact that the events drew sizeable crowds and a lot of cheer.
Bookstore director Leslie Green Guilbault noted that having the tree lighting on Friday helped sales, as families seemed to linger downtown after the event and peruse the downtown stores.
The bookstore remained open until 9 p.m., and sales were an estimated three and a half times higher on Friday than in previous years, namely due to the timing of the ceremony.
‘We had high expectations for strong customer response given all of the exciting events that the Hamilton Business Alliance and the PCD (Partnership for Community Development) put into place, but the turnout was much higher than expected and much appreciated. The free sleigh rides, architectural lighting, luminarias, and live reindeer were especially nice touches,’ Guilbault said.
The bookstore typically features general books, children’s books, 51³Ô¹ÏÍø clothing, and gifts during the holiday season, but this year they included non-51³Ô¹ÏÍø items in the repertoire, such as wreaths, ornaments, and stocking stuffers. These items are still for sale in the Class of 2003 Event Room on the third floor.
The new bookstore clothing and gift catalog will be mailed out next week, and the bookstore expects a surge in sales on 51³Ô¹ÏÍø clothing, especially given the unrivaled success of the football team.
Guilbault said the ‘big draw’ of the weekend was Santa’s visit to the village green. Despite long lines and cold weather, families gathered to put in their holiday requests with old St. Nick.
‘It was a fun night, and the town seemed alive and very festive,’ Guilbault said.
Maxwell’s candy store also saw an increase in sales on Friday night during the tree lighting ceremony.
‘We had a lot of people in here Friday night. We were completely packed a couple of times, to the point you couldn’t walk in here. I think the events were a real plus for the town,’ said Maxwell’s manager Beth VonGardey.
Holiday items are being sold at many businesses downtown, and will remain available through the end of the year.
Jess Buchsbaum
Communications Department
315.228.6637