Middletown will officially plug itself in for the holiday season on Friday night with two Christmas tree lighting ceremonies—one on the South Green and the other at the Middlesex Chamber of Commerce building. Most of downtown is already replete with holiday electricity, as pine garlands hang across stoplights and strings of lights illuminate Main Street at night.
The downtown decoration project, called Holiday on Main Street, is a collaborative effort by the Middlesex Chamber of Commerce, the city of Middletown and local businesses.
“The decorations really are to make [Main Street] very holidayish,” Holiday on Main Street Coordinator Cathy Duncan said. “When people come to downtown we want them to feel the holidays.”
City residents and out-of-towners have been flocking to the city since the decorations went up on Nov. 28th, a date commonly associated with the beginning of the Christmas shopping rush.
Local entrepreneurs report that the increased traffic brought to Main Street by bright lights and decorations has stimulated sales.
Amato Toy and Hobby, which this year celebrates its 64th Christmas on Main Street, is experiencing its usual holiday boom, according to sales clerk Heather Toth.
“People are down [on Main Street]—they’re looking in our windows and they come in to shop. Christmas is definitely our biggest season because we’re a toy store, the only toy store in Middletown,” said Toth as a model train chugged behind her in the store’s front window.
The holiday rush comes as a relief to city retailers, who have struggled to stay afloat in a down economy. According to Bernie Fields Jewelers Manager Alan Fields, 2003 has been a slow year for luxury retail industries such as cars, furs and jewels. But Fields’ sales rallied in November and the first week of December, a phenomenon he attributes to the changing attitude of the American consumer.
“I think Americans are getting back to Main Street America,” Fields said. “People are learning to appreciate the service they get from independent stores as opposed to the large, commercial ones.”
Allan and Karen Lawrence, 78 and 75 respectively, of Guilford said they opted to shop for their three grandchildren in Middletown to avoid the mall atmosphere.
“I don’t like malls, I can’t breathe in them,” said Karen. “Middletown is nice, it always has been. It’s very relaxing this time of year.”
Bill’s Sport Shop, the new kid on Main Street since its opening in May, is cashing in on consumers’ distaste for suburban malls and commercial chain stores this Christmas.
“People already like to shop locally, and they see we give them that one-on-one attention,” Bill’s Sport Shop Manager John Zabiski said.
The city is adding to the theme of small town charm by offering free trolley trips and hayrides with Santa on Saturday afternoons leading up to Christmas.
On Dec. 20th, Russell Library will sponsor a series of holiday readings to take place throughout the city. Mayor Domenique Thornton, Middletown Police Deputy Chief Phil Pessina and Middletown Fire Chief Robert Ross are among those scheduled to read.
Edward Kerrigan, owner of Regal Men’s Shop on Main Street, said that though Holiday on Main Street has boosted business, the heaviest shopping day is yet to come.
“The day after Thanksgiving is no longer the heaviest shopping day of the year. It’s now the Saturday before Christmas,” Kerrigan said.
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