Hundreds of people rang in the holiday season over the weekend in Boston’s South End during the first weekend of the 6th SoWa Winter Festival, which opened on Friday, Dec. 3 and runs through Sunday, Dec. 12.
After a year without the festival, merchants and customers alike were glad to be back in person for the event, strengthening community bonds over a shared appreciation of unique gifts, from baked goods and bath products to candles and clothing.
“One of the great things about this area is that people like to shop local,” said Jimmy Walsh, a nut roaster and vendor for Q’s Nuts in Somerville. “Everybody that does [these markets], you know, none of us are getting rich from doing this. But we're doing what we love, and I think it transfers [in the product].”
Wes Holland, founder of Bull Moose Soft Goods, said customers are drawn to markets for special handmade items, compared to manufactured products offered in stores.
“When you buy someone something, the value it imparts comes a lot from how thoughtful it is, and how much you can say, ‘Oh, I thought of you when I saw this,’” Holland said. “The more of a story you have behind it, the more you can say 'I really put some effort into it.'”
Olivia de Virgilio, who came out to visit the festival from Nashua, New Hampshire, said she appreciates that events like pop-ups and craft fairs offer products that can be hard to find in typical retail stores.
“This isn't stuff you'll see at T.J. Maxx or a HomeGoods or something,” she said.
Alex DiMauro, founder of sustainable art and fashion brand Mayfly, said that SoWa also provides an important outlet to link people to unique small businesses in their community.
“This is a place where people are ready for innovation and creativity to be presented to them,” she said.
When selling at outdoor markets, DiMauro typically stands out to customers by selling her pieces out of a 1969 Volkswagen bus.
“The [markets] in the fall really picked up and were shocking,” she said. “They gave me the confidence to actually do this work.”
Taylor Seitz of Natick said seasonal pop-ups are more appealing to her as a customer, because they also create a unique shopping environment. Along with its range of offerings, SoWa’s Winter Festival also offers a pine tree forest, cocktail lounge, portrait studio and art displays.
“There’s decor and just like something festive to do, [rather] than actually shopping,” she said.
