Downtown holiday traditions: Then and now
November 14, 2025 · 20th Street, Culture & History, Holidays, Visit
The holiday season in Birmingham has always had a magic all its own. As early as the 1880s, downtown Birmingham transformed into a winter wonderland — a place where storefronts glittered, lights stretched across the avenues and families from across the region came to shop, stroll and celebrate together.
From the fierce department store rivalries that defined downtown’s golden retail era (complete with dueling Santas and enchanted forests) to the shimmering streetlight displays and the modern-day introduction of new festive traditions like the Downtown BHM Holiday Ornament Trail, Birmingham’s downtown has long been the heart of the city’s seasonal spirit.
A rivalry that sparked holiday magic
The rivalry between Loveman’s and Pizitz intensified in the 1920s, when Loveman’s introduced its very own Santa Claus to kick off the season. Not to be outdone, Pizitz launched its own Santa — and the holiday rivalry was on.
In the decades following, the store-Santa situation grew so competitive that a group of Birmingham parents began to champion a “One Santa Claus” movement through the Birmingham News, hoping to keep the magic consistent for children. The proposal garnered some attention but never came to be. Each department store wanted to claim the Christmas crown.
Instead, continued rivalry fueled more creativity. Pizitz debuted its iconic Enchanted Forest, a walk-through winter wonderland on the sixth floor filled with animated woodland scenes, twinkling lights and falling snow. Meanwhile, Loveman’s answered with Breakfast with Santa, held in the mezzanine restaurant — where none other than Birmingham broadcasting legend Dave Campbell (of WAPI-TV fame) donned the red suit. These dueling displays and Santas became core memories for countless Birmingham families!
“The Enchanted Land of Christmas Lights”
In its midcentury heyday, downtown glowed with a kind of light and life that drew families from across the region. The dazzling displays were a joint effort between the City of Birmingham and downtown business owners, who together transformed the streets into a holiday showcase meant to inspire wonder and encourage local shopping.
Garlands and twinkling lights stretched from block to block; wreaths and ribbons dressed doorways, and storefront windows came alive with glittering displays. Bells, stars and colorful ornaments adorned the streetlamps, while businesses competed to outshine one another. The result was a warm, dynamic and inviting downtown — a winter streetscape that truly earned the nickname, “The Enchanted Land of Christmas Lights.”
At the heart of it all was the City’s annual tree lighting celebration at Woodrow Wilson Park. As the evening’s centerpiece, a living, planted evergreen tree in the park was illuminated in unison with the downtown light displays, flipping the switch on Birmingham’s holiday magic. Families gathered for games, children lined up to meet Santa and prizes and performances filled the night. For many, it was the moment the holidays truly began — a citywide celebration that turned downtown into a winter wonderland. Today, the tradition continues with the City’s Tree and Menorah Lighting and holiday block party at Linn Park, carrying forward that same sense of shared joy and community.
How the skyline got its holiday glow
Downtown’s festive spirit carried into the skyline itself in 1972, when what was then known as the SONAT building (now known as Regions Center) introduced its now-iconic illuminated designs. The 30-story tower was developed with nighttime visual impact in mind — windows lined with white, fluorescent bulbs that traced the building’s frame. For the holiday season, red and green sleeves were placed over select bulbs to form the festive images we all know and love.
Initially intended to shine year-round, the building’s lights were briefly suspended during the 1973 energy crisis to conserve power. But when the season of giving rolled around again, public sentiment was so strong that SONAT relit the red and green displays for the holidays. The tradition has continued ever since, with the lights returning each year after Thanksgiving to brighten the skyline and carry Birmingham’s holiday spirit high above downtown.
New traditions, new magic
While the era of department store Santas may have passed, downtown continues to reinvent the holiday season in its own way.
Today, you can catch a holiday film at the Alabama Theatre, attend exciting performances at The BJCC, explore local makers at seasonal markets and even follow a trail of giant, artist-designed ornaments down 20th Street — a new holiday tradition introduced by the Downtown BHM Business Improvement District (BID) to bring color, connection and creativity back to the city’s core.
Each year, downtown adds new traditions to its ever-growing story, honoring the past while keeping the spirit of the holiday season bright for generations to come.
Stay updated on current happenings and BID-led activations by visiting downtownbhm.com/holidays!
Want to learn more about Birmingham’s holiday history? Check out Christmas in Birmingham by Tim Hollis.
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