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 boughs, trees and lights – a tradition since 1925.  The historic downtown is lined with 60+ real lighted Christmas trees and wreaths.  Storefront windows are full of holiday items for sale.  It smells and feels like Christmas in Downtown New Ulm during the holiday season!




Parade of Lights - November 24, 2023 -

Friday evening after Thanksgiving, New Ulm welcomes Santa to town with a Parade of Lights.  The 35th Annual Parade of Lights will be held on Friday, November 24th, 2023 at 6pm.  Over 60 units, all decked out with thousands of twinkling lights, makes its way through our Historic Downtown.  Children of all ages will delight in this parade!  This is a great time to check out our shops and restaurants before and after the parade.  Mayor Kathleen Backer will lead the ceremony with some help from the New Ulm Royalty and Santa himself!  Also, be sure you stop by the Brown County Historical Society Museum for their Holiday Open House after the parade!  Check out their new exhibit designed for the holidays!  Gather your family and friends and get in the Christmas Spirit at this annual event!

Holiday Shopping Events

Holiday Shopping Opener - November 4-5

The hunt is on in November in New Ulm! While some are deer hunting, come to the Annual Shopping Opener in New Ulm! “No license” is needed for this destination event. November 4-6, 2022. Click here for more details: https://www.newulm.com/visitors-community/things-to-do/festivals/shopping-opener-2/

Black Friday - November 25

Traditionally the biggest shopping day of the year, New Ulm's retailers will have sales and specials galore! You're sure to find something for almost everyone on your list! 

Small Business Saturday - November 26

A nationwide shopping event promoting small, privately-owned businesses, held annually the Saturday after Thanksgiving. Check out their Small Business Saturday promotions, Shop Local, and show your love for these unique, specialty retailers! 

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.

Christmas Luminaries at Schell's Brewery - December 24 and 25

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.


Morgan Creek Vineyards

 Morgan Creek Vineyards hosts a number of events during the holiday season!  Contact for more details 507-947-3547 https://www.morgancreekvineyards.com/seasonal-gatherings

There are many more events and activities that take place in New Ulm over the holidays season, including the family-favorite Skate with Santa, Christmas theater performances, holiday concerts and more!  Visit the Community Calendar for a complete list!