Through the Christmas Village Market Grant Program, the Philadelphia Department of Commerce, in partnership with Philadelphia Parks & Recreation, provided funding for select nonprofit organizations to help low-to-moderate-income and emerging Philadelphia-based vendors participate in Christmas Village.
Three organizations — The Welcoming Center (Immigrant Marché), Walls for Justice, and the Association of Mexican Business Owners of Philadelphia — were selected to provide end-to-end support to a total of 17 participating vendors, including booth setup and furnishings, scheduling assistance, language support, inventory tracking, and more.
Hear from the Association of Mexican Business Owners of Philadelphia
In this series, we are highlighting the experiences of the organizations that supported vendors to participate in Christmas Village from November 22nd until December 24th, 2025. Hear from Gerardo Coronado (GC), manager at the Association of Mexican Business Owners of Philadelphia.
Why did your organization apply for the Christmas Village Market Grant? Why is this funding important?
GC: Christmas Village represents a critical opportunity for businesses to receive an economic boost at the end of the year. Many of the small businesses we support rely heavily on their holiday sales — not just for business growth, but to support their families, cover essential expenses, and even afford holiday gifts. Every dollar spent at a small business has a tangible and immediate impact on a family’s holiday season.
What have been some of the highlights from Christmas Village this year?
GC: One of the most meaningful highlights has been seeing multiple businesses rotating through the booth and having the opportunity to participate in an event of this magnitude. For many of them, this is their first time selling at a market as large and visible as Christmas Village. Seeing entrepreneurs proudly share their products with thousands of visitors is incredibly significant. And of course, watching children enjoy the face painting experience is always a joyful and memorable moment.
What do you think the participation of the vendors adds to Christmas Village?
GC: Their participation adds experience, authenticity, and diversity to the market. While many of these vendors have participated in other events, none had previously experienced a holiday market of this scale. Accumulating event hours and exposure at a large market like Christmas Village is invaluable. It helps entrepreneurs build confidence, learn how to operate in larger spaces, and prepare for future opportunities of similar or greater scale.
Why is it important to help low-to-moderate income and emerging Philadelphia-based vendors participate at Christmas Village and other holiday markets?
GC: Economic research consistently shows consumer spending significantly increases from just before Thanksgiving through New Year’s Eve. When that spending goes to large corporations, it rarely has a direct impact on local families.
However, when purchases are made from small businesses, that money often goes directly toward holiday expenses, rent, reinvestment, or business growth for the following year. We have seen real examples of this impact — one Latino-owned café that participated in Christmas Village last year was able to expand its business this year as a direct result of the exposure and revenue gained.
These opportunities allow money to circulate locally, strengthening neighborhoods and contributing to sustainable economic growth.
What would you want Philadelphians and visitors to know about the value of this initiative?
GC: Christmas Village offers small businesses exposure they would not otherwise have access to. Many small businesses are highly localized — serving customers primarily within their immediate neighborhoods. This market allows them to reach visitors from all parts of Philadelphia and beyond. The opportunity to expand their audience and visibility is extremely valuable, and the Department of Commerce’s support in creating this access makes a meaningful difference for emerging businesses.
Is there anything else you’d like to add?
GC: I would like to express our sincere gratitude to the Department of Commerce, the leaders behind this initiative, and Mayor Cherelle L. Parker for keeping small businesses at the center of Philadelphia’s economic vision.
Small businesses are the backbone of the local economy. Supporting them helps keep storefronts open, strengthens neighborhood safety, supports family stability, and contributes to long-term economic resilience. We are deeply thankful to the City of Philadelphia for this opportunity and hope to continue participating in the years to come.
