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 - Open til 9p!

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!

Loafing with Brittney - Hosting a table inside the Welcome Center!

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.

St. Joe Today - Interact Club Pie Auction, 5:30p-7p.

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 the Welcome Center! 

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

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 SMALL BUSINESS SATURDAY PARTICIPANTS:

1232 Broad St Mercantile - Special Hot Buys and savings throughout the store.

Affinity Salon & Spa - 20% off Aveda, Kevin Murphy and Eleven Australia full-size products, raffles to win Heatless Curls package-10 winners, Stocking stuffer station, Free hair tinsel, Charity’s Bakehouse.

Box Factory for the Arts - Makers Market at the Box Factory, 9a-5p- over 40 artisans selling handmade products on three floors as well as food and cocktails available for purchase!

Bricks and Minifigs St. Joseph 

Caffe Tosi - Get a mini jar of honey with every can of tea sold + small giveaways for every purchase while supplies last!

Chartreuse Art Co-Op - Chartreuse Art Gallery will be offering a $25 gift card raffle, no purchase necessary, and cookies and hot chocolate! Open until 6p.

DK Boutique - 30% Off Storewide Saturday through Sunday! *Excludes Sale Items

Edgewater Gifts - Extended hours!

Forever Books - Free book (publisher's reading copy) with $20 purchase! Free tote bag with $50 purchase! Open 10a-8p.

FuzzyButz Pet Boutique & Bakery - 50% off All Sale Items!

G & M Variety - 10% Off purchase with coupon from Mailmax or Facebook!

Gallery on the Alley - 15% off storewide. Refreshments!

Glik's - The entire store, with a few exclusions, will be 20% off.

Gumper the Rabbit - Gumper the Rabbit will be at Chartreuse for photos and book signings!

Jewelfire Diamond Center - Free jewelry cleaning and inspection. All inventory is 15% off. The sale excludes repairs and special orders. Good from Nov. 28-29.

Lana's Boutique - Special extended hours, sale, and free gift with purchase while supplies last!

Loafing with Brittney  - Hosting a table inside the Welcome Center. Get a $60 gift card for just $50 ($10 off!) + organic sourdough breads, cinnamon rolls and waffles made with local flour!

Local Pour - Live Music from 4p-7p! 

Oh My Darlings - Free gift wrap!

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

Perennial Accents - Join us for a sweet + cozy evening! We’ll be featuring delicious bites made with our Finch + Fennel dessert sauces, plus as tasty toppers paired with Lake Michigan Coffee—on-site pouring decaf, half-caf, and full-caffeine blends. Giveaways kick off every 30 minutes starting at 5:30, and don’t forget: complimentary gift wrap is always on us!

Sourdough House & Coffee Bar 

St. Joe Today - Pick up SBS swag; Live remote with Y-Country from 11a-2p!

State Street Stuff - $1 $2 $3 deals! Marvelous Mark-downs! $5 Fab Finds!

The Acorn - FRIDAY: Sean Masterson’s Timeless Magic at 2p: Sean Masterson’s Timeless Magic is a one-of-a-kind thrill. Sean effortlessly combines remarkable skill with highly original magic and a blend of magic and storytelling that have been part of the Chicago theater scene since his 1992 run at Shattered Globe Theater. SATURDAY: Joel Paterson’s Hi-Fi Christmas Guitar at 8p: Chicago guitar ace Joel Paterson kicks off the 2025 holiday season with a special solo show at The Acorn, celebrating the re-release (on limited editions green and “Silver Bells” white vinyl) of his popular instrumental Christmas album, Hi-Fi Christmas Guitar, and the release of his new Christmas album, The More The Merrier. Joel will be playing just the right amount of Christmas music to go along with his one-man history of guitar pickin,’ including his fingerstyle Beatles arrangements, a healthy dose of ragtime, country blues, Chet Atkins, Merle Travis, and much more!

The Christmas Tree - Register to win one of four, $30 gift certificates! Choose from our Christmas Prize board at time of purchase. Every square is a winner! Enjoy sampling in our Room of Good things to eat. Everyone will receive a thank you packet of Christmas Cocoa to enjoy after a long day of shopping!

The Culinary Cottage - Capture some Holiday Magic with a special Photo Shoot and Cookie Decorating with Santa & Mrs. Claus! For $75 you'll get a 10-15 minute private session with Santa & Mrs. Claus, where kids or the whole family can take festive photos. One professionally edited downloadable image, is included. Additional shots can be purchased at $40. Once the photo shoot is complete, additional cookie decorating will be available for purchase. Reservations required!

The Inn at Harbor Shores - Enjoy two entrees and a bottle of wine for $67 (Nov. 29 only). For every $100 gift card purchased, receive a $20 gift certificate to use on a future visit (available until Christmas Eve).

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

Wanderlust Outfitters - Score some of our BEST DEALS of the year during Black Friday (9a-8p)and Small Business Saturday (9a-7p) sales! We’ll have great deals on a ton of our fan favorite brands!

White Pine Winery - 10% off 4-bottle purchase; 15% off 6-bottle purchase; and 20% off 12-bottle purchase.

Wolf's Marine - We are offering 10% off boating accessories, inflatable, trailers, and store wide! Open 9a-3p

Yoga Life - Small Business Saturday Deals Are Here - November 24-30! These offers were crafted to meet you exactly where you are. Simple, flexible, and budget-friendly, they’re an easy way to support your practice or share a moment of peace with someone who needs it. 5-Class Pack — $65: Your favorite deal of the year is back! Perfect for staying grounded through the holiday season or restarting your practice with ease. 10-Class Pack — $120: A best-value option for our regulars who want to flow into the new year fully supported. 3-Class “Stocking Stuffer” — $45: A sweet, simple gift for friends, family, or anyone who could use a little calm. Small Business Saturday is our chance to say thank you. Your support helps our studio thrive, expands our community, and allows us to continue offering the yoga, breath work, and space for wellbeing that truly changes lives. Purchase online at YogaLifeMichigan.com (beginning 11/24) or in studio. Grab them while they last!

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

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. This night will also feature sneak peeks of specials, one-of-a-kind gifts, free gift wrapping, live music, new merchandise, events and festive fun throughout Southwest Michigan! 

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. 

The third weekend of the month, May through September, celebrate all things Southwest Michigan (SWMI) during the Love Local weekends! This month, attendees will enjoy sidewalk sales, live music, a Farmers Market, Fall Fest, special offers throughout SWMI and more. Read on for a complete weekend guide! 

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

Summer’s not over in Michigan’s Great Southwest! Keep reading to maximize your holiday weekend plans. This holiday weekend features everything from business anniversaries and sales to sun-filled beach days, a tri-state Regatta, a Farmers Market, Lighthouse Tours, and an Artisan Fair!

The third weekend of the month, May through September, celebrate all things Southwest Michigan (SWMI) during the Love Local weekends! This month attendees will enjoy sidewalk sales, live music, a Farmers Market, the Lake Bluff Artisan Fair, Lighthouse Tours and other area events in addition to extended shopping hours and special offers throughout SWMI. Read on for a complete weekend guide! 

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