Looking to shop somewhere special this Christmas?
A survey by MarketBeat asked “3,022 shoppers which local shops or national retailers give them the strongest holiday spirit,” according to the site.
For Nutmeggers, the top choice was the Historical Christmas Barn in Wilton, according to MarketBeat: “Set inside one of Wilton’s oldest homes, this shop has a gentle, old-fashioned charm that suits New England winters perfectly. Around Christmas, the creaking floors, flickering lights, and classic ornaments create an atmosphere that feels almost storybook-like, and it’s that quiet magic that keeps people coming back.”
In second place is Sofia’s Mystical Christmas in Mystic, thanks to its “sparkly displays and playful ornaments” making for ” a fun stop for families during the season,” according to MarketBeat.
Westbrook’s Pink Sleigh Christmas Shop rounded out the top three, according to MarketBeat.
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Curious about each state’s top store? Check out the interactive map below, courtesy of MarketBeat:
“Beyond naming the most Christmassy stores in each state, the survey also dug into what actually creates that festive feeling for shoppers – from movie-set ambience to childhood nostalgia,” according to MarketBeat. Check it out below:
One of the biggest questions was which type of store makes people feel like they have “stepped into a Christmas movie.” The results revealed a perfect split:
36% said a large department store,
34% said a small independent shop,
16% chose a garden centre or winter market, and
14% pointed to a big-box retailer.
When choosing where to shop during the holidays, price still matters – but Connecticut shoppers aren’t purely practical. While 41% picked price as their top priority, a notable 15% said the atmosphere and vibes matter most, even outranking convenience:
Price: 41%
Product variety: 18%
Atmosphere/vibes: 15%
Convenience: 14%
Supporting local businesses: 12%
Nostalgia also plays a major role. When asked which stores give them the strongest childhood Christmas feeling:
Department stores topped the list at 40%,
followed by toy stores (36%),
craft stores (15%),
and bookstores (9%).
Shoppers were also asked which type of Christmas display impresses them most. Miniature villages and detailed scenes were the clear favourite:
38% picked miniature displays,
32% preferred giant trees and big showpieces,
19% favoured handmade or artisan decorations, and
11% chose interactive displays and photo spots.
Finally, the survey identified the store categories that feel the least Christmassy, even when decorated – and two tied for the top spot:
Pharmacies: 31%
Grocery stores: 31%
Electronics stores: 20%
Clothing chains: 18%
“What stood out in the data is just how emotional holiday shopping still is”, said Matt Paulson, founder of MarketBeat. “Price matters, of course, but the atmosphere of a store can completely shift someone’s experience. People want to feel like they have stepped into a Christmas movie – and the stores that lean into that nostalgia are the ones shoppers remember most.”
