Starting at 6 p.m. Thursday, Dec. 8, and running through midnight, business in Belmont Center will be participating in the newest town tradition; the second annual Midnight Madness.
According to Lee Gaston, owner of Bessie Blue and an organizer of the Bemont Center event, this new, quite quintessential New England holiday celebration promises hot cider, seasonal treats, music and merriment, as throngs of shoppers count down the hours until the clock strikes midnight, all while enjoying increasingly impressive markdowns from some of their favorite Belmont Center retailers.
With some returning for the second year running and others getting involved for the very first time, contributing businesses will include A Chocolate Dream, Bells & Whistles, Bessie Blue, Frame Hut, Marmalade, Rancatore’s Ice Cream and Yogurt, Revolve, Roberts Salon, Thirty Petals, and Vintages.
Given the unfortunate trend towards impersonal Black Friday and Cyber Monday shopping, Belmont Center businesses have come together to reclaim the spirit of the holiday season with this fun, festive community-based event, said Gaston.
Not only does Midnight Madness support the local economy, businesses like Bessie Blue — one of three local recipients who this year received a Boston Magazine Best of Boston Award — have seized the opportunity to give back to their loyal customers.
"After the town’s ceremonial Tree Lighting, with the streets ablaze with shiny, glittering lights, customers will have the chance to indulge in refreshments and treats while shopping with friends and family at their favorite stores. With cider, cookies, and discounts all night long, it’s no wonder that Midnight Madness has returned the second year of what is likely to be many to come," said Gaston.