The official kickoff of the holiday season begins on ‘White Friday’ on Nov. 29.

By Sabrina SHELTON

Those who listen very closely can hear them. Those sleigh bells are ring ting tingling. And after the Thanksgiving indigestion has subsided, it will be time to don those festive sweaters (if the weather allows) and enjoy some holiday shopping. To kick off the season properly, the Montrose Shopping Park will be hosting its annual White Friday tree lighting.

It is a play on the name Black Friday when businesses report high sales and “being in the black.” most people associate Black Friday with a darker, more sinister side of retail. Mile-long lines at 4 a.m. and people fighting each other for that last hot toy du jour is usually what comes to mind when thinking of Black Friday shopping. Instead, come to Montrose on Friday, Nov. 29 to enjoy the sights and sounds of the holidays with friends and family. No fighting required.

MSP Events Coordinator Dale Dawson said he is excited for the community to come and out and enjoy what Montrose has to offer.

“Every year we try to improve a little bit more,” he said. The Victorian costumed Jingle Singers caroling group will be walking around Montrose singing holiday favorites from 6 p.m. to 8 p.m. At 6:30 p.m., near the giant Christmas tree at Ocean View Boulevard and Honolulu Avenue, the all-children’s choir, the Hummingbird Carolers, will perform. And at 7 p.m., the tree lighting ceremony begins with City of Glendale Mayor Ara Najarian officiating.

Those who come to the event should bring cameras, too, because after the tree is lit snow blowers will blanket the street in faux snow and Santa will be receiving visits from all of those on the nice list. For those following along, the snowfall is just another reason why Montrose named this event White Friday. That and because some businesses will be “whiting out” the sales tax on customers’ purchases, while shopping on Friday night check with retailers to see if they are taking part in the promotion.

Some businesses will be staying open a little later that night, and most restaurants are also open and ready to feed hungry families after a visit with Santa and a frolic in the “snow.” Dawson explained that White Friday is a more sane option for people to start their holiday shopping “rather than hang out at big box stores and wrestle people for electronics.”

White Friday will also be the start of Montrose’s Old Town Christmas. Every Friday and Saturday following Thanksgiving, the Shopping Park will have live music on every block playing holiday hits and will offer free horse-drawn carriage rides up and down the avenue. For more info on Old Town Christmas, visit shopmontrose.com.

Another enticement to shop Thanksgiving weekend is Small Business Saturday. Originally started in 2010 by American Express, the event turned the focus of holiday shopping toward community-owned businesses.

Maureen Palacios, owner of Once Upon a Time bookstore, has been part of the Montrose shopping community for 54 years.

“A lot of folks forget [that] the country was basically built on small businesses,” she said.

She takes pride that her store (2207 Honolulu Ave.) and many other small businesses offer unique products that can’t always be found at bigger, corporate retailers.

She is right. Although bigger stores might offer larger selections, shoppers aren’t surprised to find the same thing every place they shop. Disappointingly, items can also be shoddy and unimpressive because of how quickly products are manufactured and shipped. This doesn’t address the environmental impact of consumers purchasing similar products throughout their lifetime. By shopping small, people tend to be more mindful of their purchases, therefore buying only the things they truly need and buying higher quality products that will last.

Palacios knows how easy it is to click a button to get something dropped on a doorstep. But she knows the impact her store has goes beyond a quick purchase.

“We’re big on community support. We donate to schools for fundraisers,” said Palacios. “We give high school kids the opportunity for a first job.”

This way her store has made itself part of the fabric of Montrose; a place to ask for help and support – perhaps the true meaning of community.

To celebrate its relationship with the community, Once Upon a Time will be having sales, specials and giveaways all weekend long, starting on Small Business Saturday, Nov. 30. The store will be open from 9 a.m. to 9 p.m. on Saturday, and will host six local authors throughout the day. The famous prize wheel will also be out for customers to spin and win. Various merchandise will be discounted, and Palacios is excited to give away ARCs, or advanced reader copies, of books.

But the sales and fun don’t end on Saturday: the Super Sunday Sale will be all day on Sunday, Dec. 1. All calendars, holiday cards and puzzles will have deep discounts. And finally, in honor of Cyber Monday, Once Upon a Time will be having a Cider Monday. Customers will enjoy cider and cookies while shopping on Monday, Dec. 2.

Jessica Palacios, Maureen’s daughter, is the creative mind behind some of the weekend’s activities and deals.

“We did Cider Monday last year and it was fun,” said Palacios. “We saw other small businesses doing it and tried it out.”

Palacios said having an entire weekend of sales and fun is also a great way to engage the community. Also, if people are out of town for Thanksgiving, having Sunday and Monday events are ways to include them.

It’s just another way this store – and so many in Montrose – define community.

  Sabrina SHELTON