Midtown Association Celebrates Holiday Magic With a Made in Midtown Shopping Trail, 12 Days of Midtown & Oh-So-Much-More Merriment

With the magic of the holiday season on full display throughout the district, the Midtown Association is celebrating the season with fun and festive campaigns that spotlight local businesses such as the Made in Midtown Shopping Trail and 12 Days of Midtown. Coinciding with Small Business Saturday and back by popular demand, the Made in Midtown Shopping Trail kicks off on November 29 that encourages shoppers to explore the district’s unique stores while supporting local boutiques, retailers, and businesses along the way. Then, the festivities continue with the highly anticipated 12 Days of Midtown promotion that runs December 1-12, featuring delightfully different holiday events each day that celebrate the creativity and spirit of the season.

Black Friday & Small Business Saturday Weekend

While many of Midtown’s merchants, restaurants and businesses will offer Black Friday and Small Business Saturday specials and activations, a sampling includes the following:

• November 28-30: All Paragary and Cafe Bernardo restaurants will offer a $20 promotional e-gift card with every $100 online purchase. Plus, the popular Egg Nog Lattes will be back for the holidays for interested shoppers looking for a warm and wonderful pick-me-up.
• November 29: Free Midtown Farmers Market canvas tote bags will be available to the first 50 shoppers who stop by the Information booth (located in Market Square at 20^th & K Streets) along with complimentary gift wrapping with the purchase of two gifts or more. The Market runs from 9 a.m. to 1 p.m. with many festive offerings and unique and artisan crafted gift items.
• November 30: A magical Holiday Market from Beehive Waxing and Better Days Tattoos at Better Days Tattoos will take place from 11 a.m. to 4 p.m. complete with ethically sourced oddities, bodywork & tattoos, florals, crochet, DIY friendship bracelets, handmade jewelry, ceramics, leather goods, and more.
• Free SacRT Rides: To support Small Business Saturday, SacRT is offering free rides on SacRT fixed-route bus and light rail; on Saturday, November 29, 2025, from 10 a.m. to 8 p.m. only. Shoppers can print or screenshot the free ride flyer to show as proof of fare to ride free; get the free ride flyer here.

Made in Midtown Shopping Trail

Kicking off on Small Business Saturday, the popular Made in Midtown Shopping Trail is presented by the Midtown Association and Midtown Bliss Home & Gifts.

• November 29-December 24: Returning this season as a digital passport, the fun and festive initiative encourages visitors to explore more than 30 of Midtown’s small businesses, restaurants, and local makers such as Balance Coffee Shop, 1-Up Retro Video Games, and Saha Float Spa. For every purchase of $10 or more at a participating business, shoppers earn a digital stamp in a digital passport. For every six stamps collected, shoppers will receive a raffle entry for a chance to win a Midtown gift card bundle valued at more than $1K. Built on Bandwango, the entire experience is digital, trackable, and user-friendly.

For more details about the Made in Midtown Shopping Trail and/or to download the digital passport, please visit www.exploremidtown.org/madeinmidtown.

12 Days of Midtown

Then, the 12 Days of Midtown promotion will bring festive cheer to Midtown for 12 festive and fun days, each featuring a unique holiday event ranging from holiday markets and cocktail specials to live theatre and community fundraisers. 

• December 1: Holiday lights meet Limelight’s cardroom with free play deals including a $10 Industry Bonus (with proof) and a $10 Holiday Sweater Bonus plus a poker tournament with a $120 No-Limit Hold’em buy-in and $1,000 guaranteed prize pool.* Sign-ups start at 5:30 p.m. and tournament starts at 7 p.m.
• December 2:  For Giving Tuesday, spread some holiday cheer by donating $10 or more to a Midtown-based non-profit organization such as Midtown Parks, the River City Food Bank, the Sacramento LGBT Center, and many others. Submit proof of donation of $10 or more to a Midtown-based non-profit on December 2 here for a chance to win a special Midtown prize bundle.
• December 3: Jungle Bird presents an annual favorite — Sippin’ Santa, a festive pop-up with holiday-themed cocktails to get shoppers into the spirit of the season.
• December 4: Golden Bear heats up the holidays with a fierce yet friendly Hot Toddy Competition complete with a hot toddy showdown, live music, and seasonal cocktails.
• December 5: Make plans to enjoy a fully decked out display of holiday decor and specialty holiday cocktails at LowBrau.
• December 6: Shop for handcrafted and artisan gifts at the Midtown Farmers Market, a favorite destination for unique and locally made holiday gift items. Plus, shoppers will enjoy free gift wrapping at the Information booth with the purchase of two gifts or more.
• December 7: Stop by Midtown Bliss Home and Gifts to shop from an array of vintage, handmade, and antique items. And be sure to download the Made in Midtown Trail digital passport to collect a stamp when for every purchase of $10 or more at six participating locations for a chance to win a Midtown gift card bundle valued at more than $1,000.
• December 8: Visit 1-Up Retro Video Games, Midtown’s one-stop-shop for all things video games, both retro and new, and find exclusive deals perfect for amazing holiday gifts.
• December 9: Drop off clothing donations to support The Mustard Seed School at Club Pilates anytime from 8 a.m. to 8 p.m. for a free 30-minute intro class and chance to win a $50 retail credit and four free classes.
• December 10: Enjoy Irving Berlin’s White Christmas by Broadway Sacramento at UC Davis Health Pavilion, a timeless stage adaptation for a merry and bright theatrical experience for the entire family.
• December 11: A Christmas Carol at B Street Theatre presents a reimagined version of this holiday classic, perfect for performance art lovers.
• December 12: Close out the 12 Days of Midtown in style with an immersive, glitter-drenched Greek Christmas takeover at Jayna Gyro! Sip, savor, and sparkle under a thousand twinkling lights that must be seen in person.

A complete list of 12 Days of Midtown activations, plus additional holiday activities, is available at www.exploremidtown.org/12days.

*GEGR-000323. GETR-000027 (Poker Tournaments). GEGR-000328. 21+ to play. Gambling problem? Call 1-800-GAMBLER. Management reserves all rights. Free play offers are one per guest, same-day use only.