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Downtown stores glam up for holidays

Alien elves greet visitors at the Moon Man Printing store at 305 N. Main St. (Lisa Dunlap Photo)

Copyright © 2021 Roswell Daily Record

Many Roswell traditions have been put on hold this year due to the pandemic, and the Electric Light Parade held each holiday season along Main Street is no exception.

But MainStreet Roswell has come up with a 2020 alternative, the Parade of Windows.

Participating downtown businesses are decorating their windows for Christmas and the winter holidays, and MainStreet Roswell is posting the photos on its Facebook page (www.facebook.com/MainStreetRoswell).

People are encouraged to visit downtown to look and shop, but also to vote for their favorite windows by liking a Facebook photo. The top five choices will receive $100 each for their businesses.

Eighteen businesses were participating as of Friday night. The scenes ranged from the traditional Santa and elf drawings and figurines, to various renditions of the nativity scene depicting the birth of Jesus, to nutcracker displays, to brightly lit trees and wreaths, to some displays venting about health orders, to decorations that blended alien city lore with the Santa legend.

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The decorating contest coincides with a city-organized shop local ad campaign — Buy Roswell, Build Community — which joins a couple of other promotions, including the Shop Safe Shop Local effort by the Roswell Chamber of Commerce that is promoting online and remote buying and the Shop Small and Shop New Mexico campaigns organized by MainStreet Roswell and the New Mexico Economic Development Department.

Juanita Jennings, city of Roswell Public Affairs director, said the city promotion is to encourage as many people as possible to buy at least some of their gifts from locally owned enterprises.

“One of our campaigns is, buy on Amazon, we know the convenience of it, but I think they are pretty secure in this pandemic,” she said. “But it is our local businesses that we go to church with that are our friends. You have kids that are in school together with these people, and we have to come together as a community to support them. So it was important to put that reminder out there. I think that everyone knows about it, but just having it top of mind and really encouraging people to support one another during this holiday shopping season is important and valuable.”