More than 200 small businesses gathered at the EMC Expo Center this weekend to kick off the local

More than 200 small businesses gathered at the EMC Expo Center this weekend to kick off the local holiday season, turning the downtown venue into a hub for regional entrepreneurs and festive commerce, KCCI reported.

The ninth annual Des Moines Holiday Boutique provided a platform for a diverse range of vendors, selling everything from handmade soaps and clothing to coffee and specialty gifts. For many participants, the three-day event serves as a vital bridge between small-scale production and community-wide recognition.

The boutique's scale is large for the metro area; organizers say the event typically attracts more than 14,000 shoppers annually. While many consumers have shifted toward digital marketplaces, this gathering emphasizes the economic value of face-to-face interaction.

For the entrepreneurs occupying the expo floor, the weekend is often less about transactional volume and more about the social capital built through direct engagement. Jennifer Freking, owner of Pink Hummingbird, noted that the event provides a meaningful way to connect with the community.

“It’s just a really good feeling pre-holiday event. I love it,” Freking said.

This sentiment was echoed by Jocelyn Gamez, owner of Piel Canela Coffee, who highlighted the personal stakes involved when residents choose local stalls over larger retailers. According to hoodline.com, Gamez believes customers are supporting the specific person and the hard work behind the brand rather than just purchasing a product.

Des moines holiday boutique packs emc expo center with vendors this weekend — Photo: hoodline.com

“They don’t only support just the business; they support the person behind it and all that hard work. So that just means everything to us,” Gamez said.

The boutique also serves as a training ground for the next generation of Iowa’s workforce. On Sunday, the event featured a showcase of young entrepreneurs, including two brothers who sold beeswax candles and handmade items like wallets and keychains. Their message to other aspiring young business owners was simple: “You can do it if you put your mind to it.”

The event, held at 730 3rd Street, operated with a structured schedule designed to accommodate various shopping preferences. Admission was set at $15 for shoppers aged 13 and older, while children 12 and under entered for free, according to hoodline.com.

Beyond the retail aisles, the boutique integrated local culture and philanthropy into the weekend’s programming. The event included a Holiday Entertainment Stage featuring local talent and an Iowa Wine Village where local wineries offered samples. The boutique also offered a $30 donation option to benefit the DMARC Food Pantry Network, allowing attendees to contribute to local food security efforts.

The following table outlines the core operational details of the ninth annual event as reported by local outlets:

Feature	Detail
Total Vendors	More than 200
Estimated Annual Attendance	Over 14,000 shoppers
Primary Venue	EMC Expo Center, Des Moines
Charitable Beneficiary	DMARC Food Pantry Network

While the influx of shoppers provides a seasonal boost, the long-term economic impact rests on the ability of these small businesses to convert one-time visitors into lifelong customers. Organizer Cara Braithwaite told WHO13 that the boutique has become a fixture for the metro’s holiday season, offering a centralized location for residents to gather.

For some vendors, the boutique is a proven path to growth. Freking, who has participated for five years, described the experience as having “followed my dream.”

“It really is about local community,” Freking said. “There are so many of us I’ve met over the years just from coming here.”