FRANKENMUTH — Holiday shoppers are willing to spend hours on the road for Christmas charm, and Frankenmuth is one of the top destinations drawing that kind of dedication.
New survey data shows more than three-quarters of shoppers would drive to another town purely for the holiday atmosphere, choosing festive main streets over nearby malls. In Michigan, Frankenmuth’s Main Street stands out, with shoppers willing to travel more than three-and-a-half hours for its Bavarian-style storefronts, holiday lights and seasonal specialty shops.
The data shows shoppers value atmosphere just as much as gifts, with decorations, local businesses, food and drink ranking ahead of convenience. Many say Christmas shopping simply feels better in small towns, and more than a third return to the same destination year after year as a holiday tradition.
Despite concerns about crowds, prices and winter weather, most shoppers say the experience is worth the drive. The takeaway for Michigan: when it comes to Christmas shopping, Frankenmuth’s holiday vibe remains a powerful draw well beyond the local region.