Silver snowflakes dangle from glittery thread, and Santa sleds down a bustling, snowy landscape. Father Christmas stares through the plate-glass window at the customers in Palmer Square.
Bowhe and Peare, the home decor store that boasts this enchanting window display, is one of many stores in downtown Princeton with a display window exhibiting the holiday spirit.
Bowhe and Peare has window decorating down to an art. Since 1996, it has been honored every year in a window decorating contest sponsored by the Princeton Borough Merchant's Association and voted on by the general public.
The prize titles are as eclectic as the displays themselves, including "Santa's favorite," "most magical," "most appealing to children" and "best of show."
Rie and Torben Huge-Jensen, owners of Bowhe and Peare, say their store is already a magnet for holiday shoppers. Even still, the extra decorating effort cannot hurt, they said.
Most shoppers tend to flock to the malls at this time of year, Rie said.
"People go where they don't have to freeze," she added.
Other nearby businesses find themselves facing the same challenge. But Thomas Sweet Chocolates, located across the street from the towering Christmas tree in Palmer Square, has a different approach to drawing in customers — tickle their tummies with platters of chocolate treats.
Inside, the walls are lined with chocolate gift sets and a 30-pound chocolate Santa, rounded belly and all, stands proudly on the counter.
Tom Black, who created this and other chocolate figurines using Scandinavian molds, says the store once won "best of show for kids" in the window decorating contest.
Etc. Company, which specializes in home furnishings in Palmer Square, took a more subtle approach to storefront decor.
"We don't need any gimmicks to attract customers," co-owner Stan Gulati said.
Instead, he said, he let the quality of his products speak for themselves. Feng shui guides, sushi bowls and candle holders are hot this season, Gulati said.
"Everyone wants to cuddle up with something in the wintertime," he said, pointing to racks of chenille and cashmere throws.
Princeton area business has not been disappointing this year, owners said. Apparently, a shaky economy has not completely rattled the holiday spirit of shoppers in town.
At Forest Jewelers on Nassau Street, the window decorations are subtle yet tasteful, featuring realistic pine sprigs and a sprinkling of artificial snow.
What's the favorite pick this holiday season?
"Diamonds, diamonds, diamonds," owner Mitch Forest said. Diamonds are a girl's best friend — and his close ally during the upcoming frenzied rush of consumer spending.
One way to top off a day of shopping is a specialty drink at Halo Pub, where various spins on traditional egg nog are the highlight of the season.
"Business slows down during the winter but we still get die hard ice cream fans," said Hope Knight, a manager at Halo Pub.
"We went through 24 half-gallons of milk for hot chocolate on Black Friday," she added, referring to the day after Thanksgiving, which traditionally draws huge crowds.
The merchant's association will award this year's window decorating prizes on Dec. 17 at the Nassau Inn. Each store in Princeton is eligible to compete in the contest, but only a handful will win the pride of this small but vibrant shopping community.
Each business, fulfilling the various shopping needs of University members and Borough residents alike, specializes in customer satisfaction.
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