Asbury Park Holiday Bazaar Draws Crowds to Historic Convention Hall

The scent of mulled cider mingles with salty ocean air as holiday shoppers stream into Asbury Park’s historic Convention Hall, where the annual Holiday Bazaar has transformed the Grand Arcade into a winter wonderland of local vendors and seasonal cheer.

Now in its latest installment, the Holiday Bazaar Series runs every Friday through Sunday from Black Friday through December 21, drawing thousands of visitors to the Jersey Shore town known for its artistic spirit and revitalized boardwalk. For small business owners who depend on the holiday season, the event represents a crucial opportunity to connect with customers and close out the year on a high note.

“This is what Asbury Park does best,” said one vendor selling handcrafted jewelry from a booth near the arcade’s ornate windows. “We bring people together, support local makers, and create something special.”

The bazaar has expanded beyond Convention Hall this year, with satellite events spreading the holiday spirit across multiple venues. The Asbury Hotel hosts additional shopping on Sundays through mid-December, featuring more than 25 vendors alongside festive food and drinks, workshops, and family-friendly activities.

Meanwhile, just down the shore, Long Branch got in on the action with Kringle Cove, a pop-up experience that transformed Whitechapel Projects into a winter retreat over Black Friday weekend. Complete with twinkling lights, winter cocktails, s’mores stations, and themed photo opportunities, the event offered workshops ranging from wreath-making to perfume blending.

The expanded footprint reflects growing interest in shore communities as year-round destinations rather than summer-only getaways. Towns like Asbury Park and Long Branch have invested heavily in creating attractions that draw visitors during the off-season, and the Holiday Bazaar is a cornerstone of that strategy.

For the small business owners who participate, the stakes are high. National retail data showed Black Friday online sales jumping more than nine percent from the prior year, but many brick-and-mortar retailers and independent makers entered the season with uncertainty. Shifting consumer habits and economic pressures have made the holiday season a make-or-break period for countless small businesses.

The Holiday Bazaar offers a counterpoint to the impersonal experience of online shopping. Visitors can meet the artisans behind each product, learn about their craft, and take home something with a story attached. It is a throwback to an era when shopping meant more than clicking a button.

The setting only adds to the appeal. Convention Hall, with its grand architecture and oceanfront location, provides a backdrop that no big-box store can match. Built in 1930, the venue has hosted everything from rock concerts to roller skating, and the Holiday Bazaar continues its tradition as a gathering place for the community.

As the sun sets earlier and the temperatures drop, Asbury Park’s boardwalk takes on a different character. The summer crowds are gone, but in their place come visitors seeking something more intimate. The Holiday Bazaar captures that spirit perfectly, offering a warm welcome to anyone willing to make the trip to the shore in December.

The bazaar continues every weekend through December 21. Admission is free.