By Ryan DiLello

The lights that lined the trees and windows in Somerville’s Union Square came as a warming relief on a cold and windy Saturday. Storefronts were decorated for the seventh annual Union Square Holiday Stroll, a neighborhood tradition in the spirit of supporting local businesses.

Shoppers followed a path, the Festivus Trail, to patronize local businesses and enter a raffle by voting for their favorite storefront display.

With the motto “keep small strong,” the festival helps drive sales for local businesses around the holiday season. Over the course of its usual six-hour runtime, the stroll attracts upwards of 5,000 walkers and shoppers to the square.

But in light of COVID-19 this year, Executive Director of Union Square Main Streets (UNMS) – a nonprofit organization that organizes downtown events like the Stroll – Jessica Eshleman said that they had to make some adjustments.

Eshleman made the call to spread the festival over three days to avoid sidewalk crowding, but said this would not be the new normal. As long as it is safe, the Stroll will return to its standard format next year.

In any case, this year’s stroll was a great success. 43 businesses participated with the help of $50 grants from Liberty Cannabis to offset the costs of decorations. But businesses have the opportunity to come out of the Festivus with more than just a wash. The $500 reward to the best storefront is still in contention as Eshleman’s team calculates the votes.

Meanwhile, customers are eagerly awaiting their chance at up to $1000 for completing the Keep Small Strong challenge and helping to judge the Storefront Decoration contest – while documenting an “elfie selfie” or two along the way.

Eshleman says she has received wonderful feedback from both patrons and businesses. Anticipation and excitement for this year’s event was evident. “One participant told me they practiced the route the week before,” Eshleman said, beaming.

Having moved to Somerville last month, this Holiday Stroll was my first. I rallied a few friends by promising some Union Square donuts along the way. Some of our best grabs included a vintage Christmas sweater from Blue Bandana Relics, assorted cards from Tiny Turns Paperie, a tweed jacket from Bobby from Boston, and some delicious curries from Masala Square to conclude the night. And did I mention donuts? Needless to say, I’ll be returning to the Holiday Stroll next year.