Festive Downtown
The holidays are a magical time to visit New Ulm. Beginning in late November and throughout December, downtown New Ulm is adorned with natural evergreen wreaths, trees and lights – a tradition since 1925. The historic downtown is lined with 60+ real Christmas trees. Storefront windows are full of holiday items for sale. It smells and feels like Christmas in Downtown New Ulm during the holiday season!
Extended Shopping Hours
New Ulm is full of unique, one-of-a-kind, locally owned shops! Find the latest fashion at one of our many clothing boutiques. Decorate your home for the holidays with exceptional home decor items available at our several specialty shops. Serve some homemade fudge purchased here at your holiday parties. Looking for something more traditionally German? Cuckoo clocks or beer steins make excellent gifts!
#ShopNewUlm for the Holidays!
Show your support for local businesses and find unique gifts for everyone on your shopping list! Several retail events take place over the holiday season – see list below.
Holiday Workshops
Want to learn more about decorating your home for the holidays? Attend a holiday workshop with your girlfriends and take-home beautiful Christmas items you created! New Ulm has several holiday workshops taught by decorating experts held throughout the season! Check out the Community Calendar to find these dates.
Parade of Lights & Weihnachts Markt
The Annual Parade of Lights always takes place at 6pm on the day after Thanksgiving. This popular event draws thousands each year.
New in 2025: Introducing Weihnachts Markt – New Ulm Holiday Market, taking place before the Parade of Lights in German Park. Live reindeer, decorated Christmas trees, vendors, entertainment and more. Join us!
Menzel Christmas Village at the Brown County History Museum
Louise Fritsche began collecting the figurines in 1937, making a skating pond scene with a mirror. She added to the scenes as she found figurines that fit. Most were made in this country, but some were bought on the Menzel’s trips to Germany and Switzerland. One ceramic German village is more than 100 years old and other villages have the buildings lighted inside.
It used to take Louise Menzel 4 1/2 days to set up her Christmas decorations. As time passed the task of arranging the villages of perfectly built German homes, stores, skaters, children and animals became enormous. In 1983, Louise donated the Menzel Village to the BCHS so it could be set up and enjoyed by children and adults as well each Christmas season.
The Menzel Christmas Village will be open on odd years (2025, 2027, etc.) There will be free admission all day, 10am-4pm. The Museum will close as usual at 4pm, but then re-open from 6:30-8:30pm and have an open house after the Parade of Lights. Admission will be free, and there will also be hot cider, cookies, and solo guitar Christmas music from Lee Weber. The Menzel Christmas Village will be on display through the end of the year.
Christmas Luminaries at Schell’s Brewery
There’s nothing like the holiday tradition of the Christmas Luminaries Display at Schell’s Brewery. Every year, the Marti family lights luminaries on the Schell’s Brewery grounds and invites the public to come stroll through the park (1860 Schell Road). They are lit on Christmas Eve and Christmas Day at 6pm.
www.schellsbrewery.com, or 507-354-5528 for more information.
Holiday Open House at Morgan Creek Vineyards & Winery
Light up the spirit of your favorite wine lover with a holiday gift of seasonal Christmas wine from New Ulm’s Morgan Creek Vineyards. Visit the eco-friendly underground gift shop/tasting room where holiday pricing for artisan specialty items, gift cards, and of course, Morgan Creek’s Holiday wines. It’s our biggest sale on your favorite award-winning wines. But there’s plenty more than shopping going on. Enjoy sitting around the fire bowl enjoying an afternoon of holiday appetizers, mulled wine, and the spirit of the season. Happy Holidays from all of us at Morgan Creek Vineyards!
http://www.morgancreekvineyards.com or (507) 947-3547 for more information.
New Ulm Holiday Events
More information can be found here: Holiday Events in New Ulm as well as the Community Calendar for a full list and more details about events.
#LoyalToLocalNU Holiday Passport / Nov 1-30
Holiday Shopping Opener / Nov 7-9
Women’s Expo & Craft Fair / Nov 8
GnomeMade Artisan Market / Nov 7-9
Parade of Lights / Nov 28
Small Business Saturday / Nov 29
#ShopNewUlm For the Holidays / Dec 11
Christmas Luminaries @ Schell’s Brewery / Dec 24 & 25