The holiday season is officially here, and there’s no better place to celebrate than Downtown Amherst!
From Small Business Saturday through the final week of December, our streets are packed with festive events, local shopping, cozy dining, and plenty of reasons to gather with friends and family. Whether you’re hunting for one of a kind gifts, catching the Merry Maple lighting, or making a night of it at the Sip ‘n Shop Stroll, here’s everything you need to plan your season downtown.
Small Business Saturday — Nov 28
Kick off the season by pledging to shop local in downtown Amherst, where boutiques, bookstores, galleries, and eateries are ready with special finds, friendly service, and festive vibes.
Explore gift ideas you will not see anywhere else, enjoy treats and surprises along the way, and feel great knowing every purchase strengthens neighborhood jobs and character all week long.
Lighting of the Merry Maple — Dec 4
Friday, December 4 from 3PM - 6PM
Join the community for a magical evening as the Town Common sparkles to life and downtown becomes a winter wonderland. Savor music, warm drinks, and the joyful countdown to the tree lighting, then linger for photos, window shopping, and family friendly activities that keep the holiday spirit glowing.
Greeting Card Days — Dec 4 to Dec 6
Friday, December 4 through Sunday, December 6
Spread some Amherst cheer with a weekend of savings and sweet surprises at participating retailers, featuring special offers and discounts up to 20%.
Stock up on unique cards, thoughtful gifts, and wrapping essentials while you wander twinkling storefronts and check the most important names off your list.
Fifth Annual Sip n Shop Stroll — Dec 17
Thursday, December 17 from 4PM - 9PM
Make it a festive night out with horse drawn carriage rides, boutique and independent retail shopping, prix fixe menus at your favorite restaurants, and a lively pop up makers and artisans market at the Inn on Boltwood.
Sip something seasonal, discover perfect presents, and enjoy the glow of downtown as you stroll with friends.
This event is supported by The Bean Restaurant Group family of restaurants including Johnny’s Tavern, IYA Sushi & Noodle Kitchen, and coming soon to University Drive in Amherst Little Petroni’s!
Free Parking Saturdays — Nov 28 and Dec 5, 12, 19, 26
Make your visits easy with free parking on Saturdays so you can take your time exploring shops, sampling local flavors, and soaking in the season across downtown Amherst.
Shop local all season long!
From Small Business Saturday, November 28, through December 31, we’re challenging everyone to commit to shopping local all season long, and we’re making it a game! At participating downtown businesses, just scan the QR code after checkout. Every scan is an entry to win our grand prize, a $250 Amherst Area Gift Card, or one of several gift cards to downtown favorites. The more you shop, the more chances you have to win. Holiday shopping has never been this rewarding.
How it works
Shop at participating downtown businesses.
Scan the Brightr QR code (and log in) at checkout to check in.
Keep exploring all season! Every new check-in is another chance to win.
Official Rules
Entry period: November 28, 2026 through December 31, 2026
Limit: One check-in per participating business per day.
Prizes: Grand Prize $250 Amherst Area Gift Card, Gift cards to downtown business
Drawing: Winners will be selected at random. Odds depend on the number of eligible entries received.
Winner notification: Winners will be contacted via email.
Participating Businesses:
Amherst Books - Small Biz Saturday we are promoting a BROWSE-A-THON! Take a break from the bustle. We'll open early & stay late on Nov 28. Come *shop our shelves* & get a jump on finding your holiday cheer.
Amherst Oyster Bar
Art of Intimates and Molten Blu
Clay’s
Elements Hot Tub Spa
Emily Museum Gift Shop
Floral Affairs aka fa2
Inn on Boltwood/30Boltwood
Iya Sushi and Noodle Kitchen
Julie Nolan Jewelry
Kwench
Laughing Dog Bicycles
LimeRed Teahouse
Masuda’s Cafe
Protocol
Sandy’s Barber Shop
The Drake
The Toy Box
The Works Cafe
Zanna
On Small Business Saturday (11/28), The Center Dance will host a Nutcracker Party, including a dance exploration, seasonal craft , and refreshments to promote their performance taking place December 19 and 20.
Participating Retailers
Amherst Cinema - Receive a free $20 gift card when you purchase $100 in Amherst Cinema gift cards. This offer is only available in person at the Cinema's box office from December 4 - 6 during the Cinema's hours of operation.
Amherst Oyster Bar - December 4 - 6 get 20% off gift cards. Available 24/7 online on our website or during business hours in person.
Art of Intimates and Molten Blu - Art of Intimates and Molten Blu will offer 20% off gift cards from each store. Friday and Saturday, in-person only.
Clay’s - 20% off one regular priced item cannot be combined with any other offers excludes gift cards. Friday and Saturday 12/4 and 12/5 from 10 AM - 6 PM
Element’s Hot Tub Spa - 20% off gift cards online and in store Fri, Sat, Sun
Emily Dickinson Museum Gift Shop - 10% in-store discount on shop merchandise (excludes tickets)
Floral Affairs aka fa2 - 20% off all Giftware and Make and Take your own Greeting Card for free :)
Inn on Boltwood/30Boltwood - Join us from 1:00 pm to 4:00 pm on Friday 12/4 and 10:30 am to 2:30 pm on Saturday 12/5 and Sunday12/6. Hot chocolate and holiday certificates are available, buy $100 and receive a $20 gift certificate for free!
Iya Sushi and Noodle Kitchen - 20% off gift cards in store and online purchases
J.Austin Antiques - 12/5 ONLY - 20% off a single item *Restrictions apply
Julie Nolan Jewelry - 20% off gift certificates
Kwnech Juice Cafe - 20% off entire menu
Laughing Dog Bicycles - 5-10% off select bikes, 20-50 percent off select accessories.
LimeRed Teahouse - 12/4-6 - 10% off all three days
Protocol - 20% off gift cards for the whole weekend. Digitally available 24/7 on our website or in person during business hours.
Restless Books - 25% off all books in store Friday 10AM-4PM and 20% off all books online Friday-Sunday (with code HS20)
Sandy’s Barber Shop - $1 off for any service for customers wearing Red!
The Center Dance - From Friday 12/4 to Sunday 12/6, gift cards will be discounted 10% at the following price points: $10 off $100, $20 off $200, and $30 off $300. Gift cards will be available for purchase online via Square or in store, featuring artwork by our students!
The Drake - 10% off gift card - Saturday ONLY, online and in person (11 - 3)
The Toy Box - Friday, Dec. 4th and Saturday, Dec. 5th: CARD DAYS! Open 10am-7pm 20% OFF YOUR ENTIRE PURCHASE, both in-store and on our website, too!
(Discount does NOT apply to: Gift Card purchases, previously marked-down items, and Sonny Angels & Smiski items (Please read below about Sunday 12/6 for Sonnys & Smiskis.) Keep in mind that December 4th is the First Night of Chanukkah and that we are the go-to local shop for all your Chanukah needs (think dreidels, gelt, candles, books, and squishies)!
Sunday, Dec. 6th: Special 20% OFF Sonny Angels and Smiskis Day! ONLY on this one day will Sonny Angel and Smiski items be discounted. This event is in-store only - we will be open 11am-5pm. Please note: we do not stamp the "buy 12, get 1 free" cards during the sale. Sorry, no double dipping.
UMass Downtown - 15% off all UMass-branded merchandise
Zanna - 20% off entire purchase and 20% off Gift Certificates
and more to come!
Proudly brought to you by the Amherst BID & the Bean Restaurant Group Family of Restaurants!
Participating Restaurants (Sip & Savor) and Retailers (Shop)
Amherst Oyster Bar - 3-Course $40 Prix Fixe Menu. Details to come!
Art of Intimates and Molten Blu - The store will be open Thursday until 8pm. We will offer a free Gift with purchase!
Clay’s - Cookies and cider from 10AM - 6PM
Floral Affairs aka fa2 - Make and take your own mini boxwood trees at fa2
Inn on Boltwood/30Boltwood - Snacks and Cash bar during the Holiday Market. 30Boltwood will be offering a drink special.
Iya Sushi and Noodle Kitchen - Prix-fixe menu
J Austin Antiques - Open until 8PM
Kwench - 20% off entire menu
Laughing Dog Bicycles - Light snacks and a warm drink
Protocol - 3-Course $40 Prix Fixe Menu - Details to come.
The Drake -Open box office - Open mic night/A cappella - last chance 10% off gift cards (4-9 PM)
The Toy Box - Join us from 4pm-9pm for a fun evening of shopping and sipping in Downtown Amherst.
and more to come!
Markers & Artisan Market
PLUS A beautifully curated makers and artisan market at the Inn on Boltwood and Masuda’s Cafe presented in partnership with The Hive Collective and Amherst Center Cultural District.
