The holiday season represents one of the most economically important periods of the year. The events that fill our November and December calendars attract thousands of residents and visitors, and these gatherings play a meaningful role in strengthening the local economy.
Citywide tourism data helps show why this period matters. In 2024, Oklahoma City welcomed 24.5 million visitors who generated a total impact of about 4.6 billion dollars, supporting more than 35,000 local jobs. These numbers reflect year-round activity, but holiday programming is concentrated during the months when retail, dining, entertainment and travel habits peak. Holiday events help sustain and elevate these economic gains.
Seasonal attractions carry particular weight. Downtown in December brings more than 30 recurring activities into the city center, ranging from the tree lighting festival to the Devon Ice Rink and pop-up shops. Even a single event can draw significant attendance. The tree lighting alone routinely brings in more than 2,800 people, and the surrounding restaurants and retailers benefit from the added foot traffic.
Pop up shops provide small, local businesses with access to shoppers who otherwise may never have discovered these small retailers. And we know how impactful end of year spending is for small businesses in particular, accounting for up to half of annual sales for up to 60% of small business owners.
The Oklahoma City Ballet’s annual production of The Nutcracker anchors the Civic Center’s holiday programming and attracts audiences who often combine performance nights with dining, shopping or hotel stays. Rooted in a long-standing cultural tradition, this annual performance raises the profile of what our city has to offer.
The broader value of holiday events extends past dollars. These gatherings help strengthen community identity, encourage residents to explore their city, support local businesses and provide shared experiences that tie families and neighborhoods together. When cultural events flourish, the economy becomes more dynamic.
At a time when cities compete for visitors, OKC’s investment in quality of life proves that celebration and economic growth can go hand in hand. These events build community while reinforcing the local economy (in particular for our smallest businesses), and their impact reaches far beyond the festive lights.
If you haven’t already, bundle up and join your friends and neighbors out at the next holiday event. And of course, be mindful to grab any last-minute gifts from a local business, because your dollars go so much farther than you know.
Kenton Tsoodle is the president of The Alliance for Economic Development of Oklahoma City.
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