Overview The Sunset Holiday Mercantile is a free two-day holiday market of more than 100 local makers, merchants and artists inside the County Fair Building in Golden Gate Park, and it has a day of its own on the city calendar: Mayor London Breed declared December 7 Sunset Holiday Mercantile Day in 2024. It runs on the first weekend of December, 11 a.m. to 5 p.m. both days, and the 2025 market was the tenth. It was Sunset Mercantile's first event and remains its flagship. Sunset Mercantile, founded in 2014 in the Sunset District, produces neighborhood events across the city, from its weekly Outer Sunset Farmers Market to the Sunset Night Market and the North Beach Festival, and counts more than 200,000 attendees a year across them. On site The vendors fill the hall and spill into the building's outdoor courtyard. Food artisans sell inside and food trucks park outside. The program adds live music, storytelling, children's and family activities, a holiday photo booth and tables for community causes, and beer and wine tasting tents run alongside a mimosa and martini bar. Pets stay out of the building, service dogs aside. Muni's 6, 7, 43, 44, 66 and N lines stop nearby; there is no lot on site, so visitors park on the street or in Golden Gate Park's paid lot, and the Inner Sunset's shops and restaurants sit just outside the park. Audience Sunset Mercantile draws mostly from its own side of the city: by its count 51% of the people at its events live in the Sunset District, 35% elsewhere in San Francisco and 12% in other Bay Area counties. The company's stated mission is to support small makers, so the tables go to hyper-local businesses - food artisans, makers, artists and storytellers - and shoppers buy their holiday gifts from the people who made them. Brand presence Sponsors can take the fun activity space, the food court or entertainment area, a step-and-repeat photo spot or a custom area of their own. A drinks brand can put its product in the beer and wine tasting tents or the mimosa and martini bar, and 12 or more cases of beer, wine or spirits given in kind to Sunset Mercantile or its nonprofit partner earns the full sponsor benefits. Placements are available both inside the hall and in the courtyard.