Overview The Holiday Market at Snowport is the European-style holiday market WS Development builds each winter in Boston's Seaport, and in 2024 its 138 small businesses rang up more than $19 million in gross sales over 48 days. The market itself sits at 100 Seaport Boulevard, and the neighborhood around it turns into Snowport, with more programming at 85 Northern Avenue, 60 Seaport Boulevard and Harbor Way. General admission is free. WS Development brought in The Makers Show, a curated market platform, to produce the first edition in 2021, when it opened with more than 60 vendors and billed itself as the first market of its kind in New England. On site Stalls hung with string lights and evergreen garlands sell art, jewelry, home goods, apparel and gifts. In 2025 more than 125 vendors took part, 65% of them based in New England and 88% BIPOC-owned or female-owned. About 20 food concepts, Cheese Louise, Dumpling Daughter and Nagomi Bento among them, cook beside four holiday bars, and red cafe chairs sit out under the lights. Beyond the stalls the Seaport runs iceless curling lanes on Harbor Way, a 52-foot tree lit in early December, a menorah lighting, a tree market, aerialists at Light Up Seaport and Betty's Blizzard Bluff, a courtyard where a giant pink yeti poses for photos. Live music plays on Monday evenings. In 2025 it opened at 3 p.m. on weekdays early in the season and at 11 a.m. every day from the second week of December. Audience People come to buy. In 2024 the market logged more than 631,000 transactions, and visitors went through 53,000-plus cups of hot cocoa, 3,400 gallons of milk and 36,000-plus macarons. The market's own photos are full of families with young children, in the curling lanes and at the yeti, and of adults with drinks at the bar tables after dark. Track record The market says attendance rose 39% in 2023, to more than 1.2 million, when 128 vendors took more than $17 million over 49 days. In 2024 it counted 1.3 million-plus guests, 138 businesses and 264 pieces of press coverage, and neighborhood traffic passed 2 million during the run. Fast Company named it an honoree in its Retail Innovation by Design Awards for experimental retail, and Food and Wine picked it as the best holiday market in Massachusetts. Brand presence Most brands work from a 10-by-10 pop-up, usually in the food and beverage tent, with their own staff sampling, selling and capturing data for one day or several. Heineken 0.0 handed out 69,120 samples over five days in 2022. In December 2023 Living Proof gave out more than 300 dry-shampoo samples in its first three hours, Josh Cellars poured 70 cases of Hearth Cabernet Sauvignon over four days, Pernod Ricard sampled Jefferson's Bourbon, Screwball and Codigo over six, and Origins built a 10-by-20 footprint around an oversized advent calendar, giving out more than 6,000 samples and selling $2,000 in gift sets over two days. In 2025 Mohegan Sun put its name on the Monday music, and LEGO activities filled the crafting corner.