Salem Looks To Turn Historic Halloween Into Holiday Happenings Success

SALEM, MA — After a historic Halloween season brought nearly 1.6 million unique visitors to the Witch City this October, city leaders and businesses are hoping to build off that momentum with Salem Holiday Happenings beginning on Black Friday.

Salem Holiday Happenings will bring downtown celebrations, seasonal shopping and decorated storefronts to the city from Nov. 27 through Dec. 31.

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Holiday Happenings is produced in partnership by Creative Collective and Salem Main Streets. The 2026 campaign is presented by Jenni Stuart Fine Jewelry and Blackcraft Salem.

"Everything is intentionally focused on this community and the people in it," Salem Main Streets Director Kylie Sullivan said.

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The season opens the day after Thanksgiving with Santa's arrival and the holiday tree lighting, organized by Salem Main Streets and the city of Salem.

Visitors are asked to arrive at Salem Common by 5:45 p.m. Santa will appear at the top of the Hawthorne Hotel at 6 p.m. with help from the Salem Fire Department.

The event then moves along the Essex Street Pedestrian Mall to Lappin Park for the tree lighting with Santa, Mayor Dominick Pangallo and period carolers from History Alive.

Small Business Saturday follows on Nov. 28 and highlights downtown shopping at the city's myriad small shops and restaurants.

The Holiday Window Contest will run Dec. 4-29, with downtown businesses decorating their storefronts and judges selected by Salem Main Streets choosing winners. Visitors can view the displays throughout the contest.

Wassail Weekend is scheduled for Dec. 12-13. Salem Main Streets created the weekend to encourage local shopping and time downtown.

The season ends with New Year's Eve LAUNCH! on Dec. 31, from 5-6 p.m. at Charlotte Forten Park on Derby Street.

Salem Main Streets and the City of Salem will host the family-friendly event, including an early countdown just before 6 p.m.

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