We recently surveyed 3,000 Americans to uncover where the best main streets for Christmas shopping are located. For more information on our methodology, click here.
Here’s what we found:
Key Findings
The Enduring Charm of Historic Main Streets
It seems we’ve become a bit jaded by soulless malls, and in addition to shopping online we are looking for that personal connection and more unusual, one-off gifts which you won’t find anywhere else.
Historic main streets offer authenticity and charm, and streets like Main Street in Cooperstown, New York, or Broad Street in Nevada City, California, provide an overall experience that’s about more than just shopping – it’s about stepping back in time to a different, less impersonal era, and being more engaged with the local community.
A Geographic Splendor: Shopping Across Regions
There are many diverse places on the list, from the snowy, chilly streets of towns in New York state such as Lake Placid, to sun-drenched avenues such as Park Avenue in Winter Park, Florida.
This means it doesn’t matter where you are, or what the climate is – if a place evokes a festive atmosphere, that’s enough for a great holiday shopping vibe!
The Role of Small-Town Identity in Modern Shopping
The main streets in places like Skaneateles, New York, and Senoia, Georgia, thrive not just because of their picturesque charm but also because they double as cultural hubs, hosting holiday parades, Christmas tree lightings, and markets that bring people together.
Nostalgia Meets Modern Needs
Some destinations manage to successfully blend nostalgia with meeting the needs of the modern consumer.
The main streets of places like Blowing Rock, North Carolina, and Carmel-by-the-Sea, California, have kept their historic allure, but when it comes to what they offer, they’re far from old-fashioned – they cater to contemporary shoppers with boutique stores, artisan goods, and eco-friendly options.
Sustainability Through Small-Scale Shopping
Sustainability has become a significant consumer priority in recent years, and shopping locally on main streets is an eco-friendly alternative to big-box retail parks, where you have to get in your car to drive to.
This trend resonates strongly in destinations like Market Square in Portsmouth, New Hampshire and Hanapepe Road in Hawaii, where handcrafted and locally sourced products are the norm.
A Celebration of Craftsmanship and Artistry
It looks like we are starting to appreciate things which are made with care, and by hand, again.
Towns like Solvang, California, and Apalachicola, Florida, show this kind of renewed appreciation for craftsmanship.
Beyond the Shopping: Community Connection
The survey found that for many people these streets are about more than just shopping – they’re a place to connect.
Whether it’s caroling on Main Street in Franklin, Tennessee, or enjoying local treats in Dahlonega, Georgia, these destinations foster a real sense of belonging and holiday fun.
Research Methodology
We conducted an online panel survey with 3,000 adults, ensuring representation by age, gender, and geography. Population datasets were derived from internal sources, with representativeness achieved through stratified sampling and post-stratification weighting.
Respondents were selected from a geographically representative, double opt-in online panel and tailored to meet the survey’s specific criteria. Screening questions ensured participants aligned with the survey’s goals.
To maintain data integrity, we employed robust quality measures, including digital fingerprinting, bot checks, geo-verification, and speeding detection. Each response underwent review for quality and contextual accuracy, with open-ended answers checked for gibberish and plagiarism.