December 9, 2021

SOMERNOVA sponsors Union Square Main Streets 7th annual holiday stroll


Keep Small Strong by Getting Elfie with Local Businesses in Union Square, Launches 12/9

Cash prizes up to $1000, a Mile Long Festivus Trail, Elfie Selfies supporting local food programs & more.

SOMERVILLE, MA: Union Square Main Streets (USMS) and nearly 40 local businesses crank up the jolly for the 7th Annual Holiday Stroll featuring rad retail, unique eats, a mile long inflatable trail, the Keep Small Strong Challenge, and much more. This free and family friendly celebration begins on Thursday, December 9, 2021 for a festive weekend throughout the square.

Nearly 40 local businesses are participating in this year’s Stroll. Don’t miss personalized holiday greetings at Somerville Media Center; Peruvian hot chocolate and Paneton at Machu Picchu; Holiday Nova, a Somerville good time and holiday celebration, at Somernova; and Winter Fest, featuring vendors, live music, and ice sculpting at Boynton Yards, among many other holiday happenings.

Three people who bundle up and come on down or snuggle up and shop from home will win cash prizes of $250, $500 or $1000. Winners will be announced on December 15.

“Shops, award-winning eateries, and Stroll sponsors have come together again to present an exciting series of uniquely-Union festive offerings when supporting local continues to matter most.” said Jessica Eshleman, Executive Director of Union Square Main Streets who produces the Holiday Stroll. “Shopping local is a personal investment in our community, one that brings pride along with the very best gifts for loved ones this holiday season.”

People who Stroll will score multiple chances to win up to $1000 when participating in these activities:

Keep Small Strong Challenge: Get merry with a mask and stay loyal to local Union Square businesses by shopping, dining, or visiting them online. Save three of your receipts from purchases at Union Square businesses then email a photo to**Shopping in person or online allowed. Multiple entries encouraged for repeat visits and purchases.**

Storefront Decorating Contest: Votes enter you to win a cash prize and also help your favorite businesses get closer to winning the $500 cash prize! Voting will open Friday, December 10 on USMS’ Facebook page

A mile long FESTIVUS Inflatable Trail: Snap an Elfie-Selfie along the trail, post and tag @unionsquarems & @somernova on social media for a chance to win one of three prizes up to $1000. For every tagged post, SOMERNOVA will donate $25 to the Union Square SNAP match, supplementing the food budget of needy families. Thanks to SOMERNOVA, the chance to win and the chance to give to fight food insecurity is just a selfie away.

“This holiday season, we’d like to give a warm welcome to the many new faces at Somernova and throughout Union square,” said Collin Yip, Managing Partner, Rafi Properties (owner & operator of SOMERNOVA.) “The past year has brought many changes and opportunities our way, we are grateful to bring together and celebrate with old friends and new. We wish you a healthy and joyous holiday season!”

The 7th Annual Holiday Stroll is presented by Union Square Main Streets, Inc. and made possible by generous support from SOMERNOVA, Boynton—Yards, a DLJ + Leggat McCall Project, Liberty Cannabis, USQ, Kristin Chalmers Photography, Naveo Credit Union, and Thalia Tringo & Associates Real Estate


ABOUT Union Square Main Streets

Union Square Main Streets is a non profit organization that works to strengthen the dynamic neighborhood of businesses and people in Union Square. For more information, visit


community partners  press release