Thousands lined the streets of Sturgeon Bay over the weekend to officially welcome the winter and Christmas season to Door County. If you found yourself anywhere near downtown Sturgeon Bay, you were swept into the cheerful bustle as the community kicked off its annual celebration with the beloved Christmas by the Bay Parade.
Hosted by Destination Sturgeon Bay and sponsored by 96.7 WBDK, the parade brought holiday magic to Third Avenue with marching bands, festive floats, dancing elves, classic cars, and of course Santa making his long-awaited arrival. Families crowded sidewalks, waving to friends and neighbors as candy canes soared through the unseasonably mild November air. Children perched on parents’ shoulders to get a better look, while local businesses handed out drinks and early-season treats.
But the fun didn’t stop once the last floats passed. Throughout the weekend, Sturgeon Bay transformed into a winter wonderland filled with events that invited locals and visitors alike to gather, shop, and celebrate. Holiday markets opened their doors, and the downtown boutiques, decked out in evergreens, ornaments, and twinkling lights, welcomed customers ready to start their seasonal shopping.
Families flocked to see Santa and the Festival of Trees at the Door County Maritime Museum, meet Elsa and Olaf along 3rd Avenue, visit live reindeer at the Old Bell Tower, and hop aboard downtown trolley loops circulating between key stops. Afternoon entertainment included a literary concert by the Griffon String Quartet at the Sturgeon Bay Library. The weekend wrapped up Sunday morning with a cheerful breakfast with Santa at Stone Harbor Resort.
Destination Sturgeon Bay said the turnout marked one of the largest gatherings for the parade in recent years, a sign of growing enthusiasm for seasonal traditions and a welcome boost for local businesses heading into the final shopping stretch of 2025.
And the excitement is far from over. The holiday spirit continues next weekend with Sturgeon Bay Unwrapping on Friday, when participating shops reveal new seasonal merchandise, special deals, and festive window displays. On Saturday, the community is encouraged to come back downtown for Shop Small, Sip Local, a day dedicated to supporting Door County’s independent businesses while enjoying tastings, treats, and holiday hospitality.
With the season now officially underway, Door County is ready to shine once again, bright lights, warm mugs, cheerful crowds and all.
