For almost 30 years, The Christmas Store has been keeping the Christmas spirit alive in Fredericksburg. But the doors of the well-established holiday store will close permanently on Dec. 31, 2022.
Beth Watson purchased The Christmas Store from the Kinchen family in October 1994. Originally, the store was in the location of Rustlin’ Rob’s Texas Gourmet Foods.
Watson grew up in Corpus Christi. After marrying, she lived in Florida and Illinois. The two made a move back to Watson’s home state to reside in San Antonio, where she started her own CPA practice.
“We saw an ad in the San Antonio Business Journal that the Christmas store in Fredericksburg was for sale,” Watson said.
Initially Watson had reservations about a holiday-themed store. Yet, the business has proven to be a successful multi-decade venture.
“I was surprised myself,” Watson said. “I thought, ‘A year-long Christmas store? Are you sure?’”
Even though the store has always relied on holiday nostalgia, Watson has seen trends change through the years.
“It is a different store than it was back then,” she said.
Watson described the resurgence of European glass ornaments as a hot-selling item through the years.
“It all came back into style. That was off the market. A long time ago that glass was produced in America, but it isn’t anymore. But it’s that nostalgia that became a big trend.”
Keeping tradition fresh
Watson stocked European glass ornaments in 1995 long before the nostalgia trend. She credits her customers and vendors for keeping her informed on the products people wanted to see on the shelves.
“We’ve listened to our customers, and we’ve listened to our sales reps,” said Watson. “And sometimes we’ve gone out on the limb and, by Jove, they’ve been right.”
In addition to European glass, the store has maintained its livelihood on some of the world’s most sought-after holiday products.
One popular room is filled with miniature Christmas villages of all types.
“The Department 56 villages, people love those,” said Watson about her most popular product. “The way it’s all set up is just magical back there.”
The village inventory includes the popular Dickens Village collection, but also unique items such as the A Christmas Story Village based on the popular holiday movie, or the Harry Potter Village.
The Christmas Store also supplies Fontanini Nativity scenes.
“You know, they call it the premier type of nativity,” said Watson about the Italian made collectors sets.
After doing much of the early buying herself, Watson quickly realized more creative family members were better suited to make a visual experience for the customers.
“I’m a CPA, I have a numbers thing in my head,” Watson said. “But they (her cousins) had that artist’s eye and were able to really pull it together.”
Don and John Mooring are cousins of Watson who have played a big part in managing the store and keeping the visual appeal at the forefront of the shopping experience.
Watson has relied heavily on family members to work the business.
“When my kids were little, they came in,” Watson said. “My youngest son, at age eight, could run a cash register. It has really been a family organization.”
The end of a season
After serving shoppers for 28 years, Watson made the decision to close the store permanently after Dec. 31.
“I’m 64 years old and it’s just time to say goodbye to some things and let go of some things,” said Watson.
In recent years, The Christmas Store has experienced all the challenges typical to retail business from COVID-19 shutdowns to staffing challenges. But for Watson, these are just part of running a business.
“I think we had the same pressures as everybody did through COVID and with staffing,” Watson said. “But it’s not that. We have managed that. And it’s not that rents are outrageous, although they are.
“It’s the culmination of everything. And I’ve always been a believer in leaving when you’re in good shape.”
So, it is with both tears and a smile that Watson talked about the closing of the store that has been part of her life for so long.
“My ex-husband was the other owner in this business when we bought, and he just passed away,” Watson said. “It just feels like that wrapped it all up.”
Once the store is closed, it will leave behind a 10,000-foot retail property on one of the town’s busiest intersections.
“Anybody who comes in here will be in the best location in town,” she said.
While Watson has had some conversations about keeping the location as a Christmas retail shop, she explained that selling the Christmas business is complicated since she does not own the real estate. The future of the location is currently unknown.
Watson plans to continue her CPA business prior to retirement.
“It hasn’t been without really mixed emotions,” she said. “I’d like everybody to know it has been a great ride. We appreciate everybody’s support. We’ve had great people who have worked here over the years.”
Watson said that changes in business are good for the town and expressed gratitude for the longevity.
“Just pure staying power, grit and determination,” said Watson.
Fredericksburg is a town that balances tradition with evolution. On Jan. 1, 2023, The Christmas Store will be closed and a space will be open with new possibility.
