Most Wonderful Time: Survey Names Connecticut’s Most 'Christmassy' Stores

CONNECTICUT — A nationwide shopper survey has identified Connecticut’s most “Christmassy” retail stores, with the Historic Christmas Barn in Wilton taking the top spot, according to a study released by MarketBeat.

The survey of 3,022 shoppers asked respondents which local or national retailers most strongly evoke the holiday spirit. In Connecticut, voters favored specialty Christmas shops known for immersive seasonal décor and nostalgic charm.

The Historical Christmas Barn, housed in one of Wilton’s oldest homes, ranked first. Respondents cited its traditional ornaments, creaking floors and old-fashioned atmosphere as key elements that capture the feel of a classic New England Christmas.

Sofia’s Mystical Christmas in Mystic placed second. Located in Olde Mistick Village, the shop is known for its colorful displays and whimsical ornaments, making it a popular stop for families during the holiday season.

Third was The Pink Sleigh Christmas Shop in Westbrook, a long-running seasonal retailer known for traditional décor and what shoppers described as a cozy, nostalgic setting.

The study also explored what factors most influence holiday shopping experiences. While price remained the top priority for Connecticut shoppers at 41 percent, 15 percent said atmosphere and overall vibe mattered most, ranking ahead of convenience at 14 percent. Supporting local businesses accounted for 12 percent, while product variety drew 18 percent.

When asked which types of stores feel most like “stepping into a Christmas movie,” responses were nearly evenly split. Large department stores accounted for 36 percent, followed closely by small independent shops at 34 percent. Garden centers and winter markets received 16 percent, while big-box retailers drew 14 percent.

Nostalgia also played a significant role. Department stores were cited by 40 percent of respondents as delivering the strongest childhood Christmas memories, followed by toy stores at 36 percent, craft stores at 15 percent and bookstores at 9 percent.

As for décor, miniature villages and detailed scenes were the most popular displays, favored by 38 percent of shoppers. Large trees and showpiece displays followed at 32 percent, while 19 percent preferred handmade or artisan decorations. Interactive displays and photo spots ranked lowest at 11 percent.

Pharmacies and grocery stores were tied as the least Christmassy retail environments, even when decorated, each cited by 31 percent of respondents. Electronics stores followed at 20 percent, with clothing chains at 18 percent.

“What stood out in the data is just how emotional holiday shopping still is,” said Matt Paulson, founder of MarketBeat. “Price matters, but the atmosphere of a store can completely shift someone’s experience.”

The full study, including an interactive map highlighting top Christmas shopping destinations nationwide, is available at MarketBeat.com.