Getting into the holiday spirit is easy when you visit downtown St. Joe! On Friday, November 21 kick off the holiday season with two great community events - Luminary and Countdown to New Year.

LUMINARY | 5:00p-8:00p | Downtown St. Joseph
Luminarias will light your way as you stroll through and explore downtown St. Joseph from 5:00p-8:00p during Luminary! Participating locations invite you to eat, shop, drink and be merry while you enjoy this charming lakeside town.
 

COUNTDOWN TO NEW YEAR | ALL DAY | Throughout SWMI

EAT, SHOP, STAY, PLAY throughout SWMI for a chance to win local gift cards! Shoppers and diners can turn in receipts to the St. Joe Today (SJT) Welcome Center from purchases made November 21-December 14 at SJT member businesses. Earn one entry for every $25 spent (one time or cumulative purchases). SJT will draw winners throughout the month of December. Visit stjoetoday.com/countdown for more details!

Shoppers will earn double entries on purchases made on November 21 (Luminary), November 29 (Small Business Saturday) and December 6 (Reindog Parade). 

2025 LUMINARY PARTICIPANTS: 

Baroda Founders St. Joseph Tasting Room - Extended hours, sales on merchandise, specialty drinks!

Caffe Tosi

Chartreuse Artist Co-Op - Chartreuse will also be celebrating our 19th year in business! We will have extended hours, a drawing for a Chartreuse gift card, and refreshments. Please stop by to say hello to all of the local artists of Chartreuse!

Edgewater Gifts - Extended hours!

Evermore Juice Bar - Extended hours, sales and promotions!

Full of Crepe - We will be staying open until 9p and featuring a hickory smoked bbq pulled pork Crepe!

G & M Variety - Open until 9p!

Gallery on the Alley - Wine and sweet treats!

Glik's - Open til 8p with cookies and hot and cold beverages! There will also be a children’s craft table and a $25 gift card registration for the adults.

Krasl Art Center - Krasl Art Center will be hosting our Community Member Show opening on Friday, November 21, 2025 from 6p-8p. Stop in to enjoy all of the pieces created by local artists. 

Lana's Boutique - We will have extended hours and we will run an evening sale

Lazy Ballerina Winery - Open late with mulled drinks to go.

Lee & Birch - Open until 8p! It is also Pink Friday on Nov. 21, so we will be celebrating BIG! Doorbuster deals, discounts, giveaways and more!

Oh My Darlings - Open late & special treats!

Olive Cart - Various holiday sales and an exclusive Black Friday coupon when you make a purchase! Extended store hours (closing at 8p). 

Perennial Accents - Open until 8p, we will be offering sweet bites in our kitchen to go along with the delicious coffee roasts from Lake Michigan Coffee. Lots of late night decaf options to chose from...perfect to pair with a some Baileys or Schnapps from one of our Social District restaurants! Also, enjoy complimentary giftwrapping, a gift with purchase and all pillows 33% 5p-8p only!

South Bend Chocolate Company - Live music featuring Story and Zenk, from 6p-8p. Holiday sales - 2 for $30 on crunches (can mix and match), 2 for $25 on pretzels (can mix and match), and 3 for $20 for another that's $8.99.

St. Joe Community Taproom - Outdoor warming station + special drinks from 5p-8p, PLUS we'll keep the party rolling with a Candlelit Happy Hour from 8p-10p! Social District drinks available from 12p-10p.

State Street Stuff - $1 Deals! Free Gift-wrapping. Open until 9p!

The Cheese Lady - Open late, holiday entertaining samples, free gift with purchase.

The Culinary Cottage - Take home Pumpkin Roll cake class. Only $45!

The Inn at Harbor Shores - Swing Into the Season with swing dancing lessons from Sunset Coast Dancers, from 6p-10p.

The Market - Stores will be open late!

The Salvation Army Benton Harbor - Ringing bells on the corner of State and Pleasant!

The Toy Company - Free gift wrap. 

Twin City Toastmasters - Hosting a table in Welcome Center! 

Wanderlust Outfitters - Black Friday Preview Sale! Gain early access to our AMAZING Black Friday promos during the annual Luminary event.

Whitcomb Senior Living Tower

White Pine Winery - Extended hours and complimentary samples of delicious Mulled Wine!

St. Joe Today hosts Countdown to New Year, a daily giveaway event through the month of December!

HOW TO ENTER:

Each time you spend $25 (one time or cumulative purchases) at an SJT member business you will receive one entry.

Qualifying purchases must be made at an SJT member location between November 21 - December 14, 2025

To receive an entry form, please present receipt(s) of purchase(s) to an SJT staff member at the Welcome Center. The Welcome Center is located at 301 State Street in downtown St. Joseph.

For a list of SJT members visit:

EAT - stjoetoday.com/eat

SHOP - stjoetoday.com/shop

STAY - stjoetoday.com/stay

PLAY - stjoetoday.com/play

Shoppers will earn double entries on purchases made on November 21 (Luminary), November 29 (Small Business Saturday) and December 6 (Reindog Parade). 

PRIZES:

Prize winners will be drawn daily, December 1-14.

Winners for December 15-31 will be drawn and announced on December 15 to allow more time to use gift cards!

Prizes are $50 gift certificates from various SJT member locations.
 

Celebrate small businesses in Southwest Michigan! Local businesses are excited to welcome the community into their stores to find unique, one-of-a-kind merchandise. Small Business Saturday promotes shopping small to support your neighbors, family, friends and local economy.

2025 PARTICIPANTS - TBA

Celebrate the winter season in Michigan’s Great Southwest! Attendees will enjoy extended shopping hours, events, special offers and more.

WEEKEND SCHEDULE: 

FRIDAY
      Light up the Bluff | 6:00p (Ceremony), 6:30p (Tree Lighting) | Lake Bluff Park
      Merry & Bright Weekend | All Weekend | Throughout Southwest Michigan

SATURDAY
      Reindog Parade | 3:00p | Downtown St. Joe
      Santa's House | 4:00p-7:00p (special hours immediately following the parade) | Downtown St. Joe
      Merry & Bright Weekend | All Weekend | Throughout Southwest Michigan

SUNDAY
      Holiday Artisan Market | 11:00a-4:00p | Union+Social
      Santa's House | 1:00p-5:00p | Corner of State & Pleasant
      Merry & Bright Weekend | All Weekend | Throughout Southwest Michigan

2025 MERRY & BRIGHT WEEKEND PARTICIPANTS: TBA

The annual Reindog Parade is a great time for all. This event features dressed up pets and their owners in a variety of holiday garb. Be prepared to see all kinds of costumes from “Santa Bernards” to “Reindeer Rottweilers” – definitely a must-see event! The event also marks the arrival of Santa. After the parade, children can share their wish lists with Santa at Santa’s House.

PARTICIPANT INFO:
Those who wish to participate in the parade MUST register in advance at stjoetoday.com/reindog or day of at the Welcome Center. Cost: $5/pet - additional pets $3 each. If you’re looking to take home a prize, judging begins at 1:00p and ends at 2:45p right outside the Welcome Center. The parade will kick off at 3:00p, participants are asked to line up at the corner of Elm & State Streets by 2:50p.

Day-Of-Registration: 12:00p-2:45p (Welcome Center)
Judging: 1:00p-2:45p (Outside of Welcome Center)
Parade Start: 3:00p (Corner of State & Elm) 

2025 FAQ's

Pre-registration is available online until 5:00p on Friday, December 5!

Register

Double, double toil and trouble. We’re on the search for all things spooky in Southwest Michigan! It’s been a fun-packed fall with even more to come through the end of the month. With everything from trick-or-treating and spooky-themed classes to Halloween parties, activities for the whole family and more! Keep reading for festive events leading up to Halloween. 

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Love Local is sponsored by The Boulevard Inn & Bistro and Silver Harbor Brewing.

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Love Local is sponsored by The Boulevard Inn & Bistro and Silver Harbor Brewing.

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