Innsbruck Christmas Markets 2026: Dates, Locations & Viewpoints

Innsbruck transforms into a magical winter wonderland each December, hosting some of Austria’s most enchanting Christmas markets against spectacular Alpine backdrops. The historic capital of Tyrol combines medieval architecture, snow-capped mountains, and traditional festive celebrations, creating unforgettable holiday experiences for visitors worldwide.

This comprehensive 2026 guide explores Innsbruck’s Christmas market dates, locations, unique features, and best viewpoints for capturing magical moments. Whether seeking authentic handcrafted gifts, traditional foods, or simply absorbing festive atmosphere, Innsbruck delivers quintessential Austrian Christmas magic with Tyrolean hospitality throughout the season.

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Why Innsbruck Christmas Markets Stand Out

Innsbruck’s Christmas markets blend authentic Tyrolean traditions with stunning alpine settings unlike any other European destination. The dramatic mountain backdrop frames festive scenes with the Nordkette range rising directly behind the historic Old Town. This unique combination of urban culture and wilderness creates magical photographs and memories.

The markets maintain a traditional character, avoiding excessive commercialization seen in larger cities. Local artisans dominate vendor stalls selling genuine handcrafted items rather than mass-produced imports. This authenticity appeals to visitors seeking real Austrian Christmas experiences rather than tourist-focused entertainment.

Historic Old Town Setting

The historic Altstadt provides the perfect backdrop with Gothic, Renaissance, and Baroque buildings, creating atmospheric settings. The famous Golden Roof (Goldenes Dachl), built in 1500, gleams above the main market area. Medieval arcades shelter additional stalls and create cozy passageways between market sections.

Maria-Theresien-Strasse, Innsbruck’s grand boulevard, extends south from the Old Town, featuring additional market areas. The wide street allows spacious market layouts with the Nordkette mountains visible at the northern end. Evening lighting transforms the street into a glittering winter wonderland.

Alpine Mountain Views

Few Christmas markets worldwide offer such dramatic natural backdrops as Innsbruck’s surrounding peaks. The Nordkette cable car operates throughout the Christmas season, allowing visitors to combine market visits with mountain excursions. Fresh snow on peaks enhances the winter atmosphere even when valleys remain snow-free.

The contrast between urban festivity and wild mountain landscapes creates a unique juxtaposition appreciated by photographers. Sunset alpenglow on mountains while market lights twinkle below produces magical moments. These scenes define Innsbruck’s special character, distinguishing it from purely urban Christmas markets.

Breakdown of Trails and Terrain 2026

Innsbruck’s main Christmas markets typically open in mid-to-late November and operate through early January following Epiphany. Specific 2026 dates will be announced in spring 2026, but historical patterns provide reliable guidance. Markets operate daily, including weekends and most holidays, with extended hours on special dates.

Expected 2026 Schedule:

• Opening: November 20-22, 2026
• Daily operations through December 24
• Closed December 25
• Reopening December 26
• Operating through January 6, 2027

Daily Operating Hours

Typical daily hours run from 11 AM to 8 PM Monday through Thursday, with extended hours Friday through Sunday. Weekend hours often extend to 9 PM, accommodating larger crowds and enhanced entertainment programming. Christmas Eve operates reduced hours, typically 11 AM to 2 PM only.

The period between December 26 and January 6 sees some vendors close while others continue operations. Market atmosphere becomes quieter after Christmas with fewer tourists, but maintaining local charm. This post-Christmas period offers relaxed experiences without peak-season crowds.

Special Event Days

Opening day ceremonies feature special entertainment, dignitaries lighting Christmas trees, and festive celebrations. December weekends bring enhanced programming, including live music, special performances, and children’s activities. Christmas Eve morning attracts locals shopping for last-minute gifts and enjoying the final market atmosphere.

December 6 celebrates St. Nicholas Day (Nikolaus) with special appearances and children’s programs. January 6 marks Epiphany and the traditional market closing with special ceremonies. These dates provide particularly authentic cultural experiences beyond standard market shopping.

Famous Market Locations and Areas

Innsbruck operates several distinct Christmas market locations throughout the city center, each with a unique character and offerings. The markets connect via short walks through the pedestrian Old Town. Visitors easily explore multiple markets within single visits, creating comprehensive experiences.

Old Town Christmas Market

The largest and most popular market surrounds the Golden Roof in the historic Altstadt. Approximately 70 vendor stalls create the atmospheric heart of Innsbruck’s Christmas celebrations. Traditional wooden chalets display handicrafts, decorations, gifts, and regional food specialties, creating a classic Christmas market ambiance.

The market wraps around the cobblestone square with medieval buildings providing photogenic backgrounds. Small alleyways extend the market into adjacent streets and courtyards. Central locations include stages for live music and entertainment throughout the operating season.

Market Highlights:

• Traditional handicraft vendors
• Regional food specialties
• Glühwein and punch stands
• Live music performances
• Children’s activities corner
• Nativity displays

Evening visits provide the most magical atmosphere as lights illuminate stalls and the surrounding historic architecture. The scent of roasted almonds, Glühwein, and traditional sausages fills the air. Crowds peak between 5-7 PM when locals finish work, and tourists gather.

Maria-Theresien-Strasse Market

The grand boulevard south of the Old Town hosts an additional market section extending the Christmas atmosphere. Approximately 30-40 stalls line the wide street, creating a spacious layout with mountain views northward. This location feels less crowded than the Old Town while maintaining festive character.

The Triumphpforte (Triumphal Arch anchors the southern end with Christmas decorations enhancing the baroque monument. Street lighting creates glittering canopy effects stretching several blocks. Many visitors prefer this market’s relaxed atmosphere and better mobility compared to the packed Old Town sections.

Marktplatz Christmas Market

The historic marketplace near the Old Town hosts a smaller, intimate market focusing on regional products and foods. Approximately 20 vendors create a cozy atmosphere emphasizing local Tyrolean traditions. This market attracts fewer tourists, appealing to those seeking authentic local experiences.

Tyrolean farmers sell regional specialties, including cheeses, cured meats, honey, and schnapps, directly to consumers. The agricultural focus distinguishes this market from more craft-focused locations. Evening Glühwein here offers opportunities to mingle with residents rather than primarily tourists.

Wilten Christmas Market

The Wilten district south of the city center hosts a neighborhood market with strong local character. This smaller market serves primarily residential areas with vendors offering practical gifts and seasonal items. Atmosphere remains family-friendly and community-focused rather than tourist-oriented.

The magnificent Wilten Basilica provides a stunning Baroque backdrop for this charming market. Approximately 15-20 stalls create intimate settings where conversations with vendors develop naturally. This location rewards visitors seeking off-the-beaten-path experiences away from main tourist concentrations.

Must Try Traditional Foods and Drinks

Austrian Christmas markets feature distinctive foods and beverages reflecting regional traditions and seasonal ingredients. These culinary offerings represent essential market experiences beyond shopping for gifts and decorations. Sampling various specialties becomes a delicious journey through Tyrolean culture.

Glühwein and Hot Drinks

Glühwein (mulled wine) dominates Christmas market beverages with numerous varieties offered at dedicated stands. The traditional red wine base gets heated with cinnamon, cloves, star anise, and citrus, creating a warming spiced drink. White wine versions (Weisser Glühwein) provide lighter alternatives.

Each vendor offers unique recipes, creating subtle variations worth exploring. Deposit systems require paying €2-4 for commemorative mugs returned for refunds or kept as souvenirs. Collecting different market mugs becomes a tradition for repeat visitors.

Popular Hot Beverages:

• Traditional Glühwein (red or white)
• Punsch (rum-based hot punch)
• Jagertee (tea with rum and spices)
• Kinderpunsch (non-alcoholic for children)
• Hot chocolate with rum
• Mulled apple cider

Prices typically range from €3.50 to €5.50 per serving, depending on size and alcohol content. Specialty variations with added spirits cost slightly more. The social aspect of standing around high tables with steaming drinks creates a quintessential market atmosphere.

Sweet Treats

Traditional Christmas sweets appear at numerous market stalls, tempting visitors with seasonal flavors and aromas. Gebrannte Mandeln (roasted almonds) coated in cinnamon sugar create irresistible scents, drawing crowds. The nuts get prepared fresh in rotating drums over open flames.

Lebkuchen (gingerbread) comes in various forms, from simple cookies to elaborate, decorated creations. Traditional recipes use honey, spices, and nuts, creating rich, complex flavors. Heart-shaped Lebkuchen with icing messages make popular gifts and decorations.

Stollen, the traditional German Christmas bread filled with dried fruits and marzipan, appears at bakery stalls. Austrian variations sometimes include local ingredients like Tyrolean honey. Fresh-baked Krapfen (filled doughnuts) provide warm treats with various fillings.

Savory Foods

Bratwurst stands serve grilled sausages in fresh bread rolls with mustard and sauerkraut toppings. Various sausage types from different regions allow sampling diverse Austrian traditions. Prices remain reasonable at €4-6 per serving.

Raclette stands for melting cheese over boiled potatoes and pickles, creating hearty meals perfect for cold evenings. The bubbling cheese and potatoes provide satisfying comfort food. Käsespätzle (cheese noodles) offers another warming Tyrolean specialty.

Traditional Savory Options:

• Bratwurst and other sausages
• Raclette with potatoes
• Käsespätzle
• Flammkuchen (thin-crust pizza)
• Langos (fried bread)
• Baked potatoes with toppings

Food stalls provide quick, standing meals rather than formal dining experiences. Most items come in portable portions for eating while walking through markets. Prices range from €5 to €10 for substantial savory servings.

Best Places for Handcrafted Gift Shopping

Christmas market shopping emphasizes traditional handcrafted items from regional artisans rather than commercial products. Genuine Tyrolean craftsmanship appears in woodcarvings, textiles, ceramics, and decorative items. Quality typically exceeds tourist shops with comparable or better pricing.

Traditional Crafts

Woodcarving represents iconic Tyrolean craft with nativity figures, ornaments, and decorative items featured at numerous stalls. Artisans from Val Gardena (Italian South Tyrol) bring their renowned wooden sculptures and religious figures. Prices range from €10 for simple ornaments to hundreds for elaborate nativity scenes.

Hand-blown glass ornaments in traditional designs create beautiful tree decorations and gifts. Austrian glassmakers demonstrate their craft at some stalls. Crystal and glass items from nearby Swarovski factories also appear at premium prices.

Popular Handicraft Items:

• Wooden nativity figures
• Hand-blown glass ornaments
• Ceramic decorations
• Knitted woolens and accessories
• Candles and candleholders
• Traditional Tyrolean hats

Textile vendors sell hand-knitted sweaters, scarves, gloves, and socks using traditional patterns and quality materials. Loden wool items provide authentic Tyrolean fashion with practical warmth. Prices reflect hand craftsmanship but remain reasonable compared to boutique stores.

Christmas Decorations

Traditional Austrian Christmas decorations differ from American styles, emphasizing natural materials and classic designs. Wooden ornaments, straw stars, and hand-painted items dominate over plastic and modern aesthetics. These decorations reflect generations of regional traditions.

Advent wreaths and arrangements use fresh evergreen branches, candles, and natural decorations following Austrian customs. Pre-made wreaths cost €15-30, depending on size and elaboration. Materials for creating personal wreaths allow customization.

Tree ornaments range from simple wooden figures at €3-5 to elaborate hand-painted glass at €20-40 each. Sets provide better value than individual pieces. Many ornaments feature Innsbruck landmarks or alpine themes, making unique souvenirs.

Regional Food Products

Numerous stalls sell packaged regional specialties perfect for gifts or personal enjoyment after returning home. Tyrolean honey, jams, schnapps, and liqueurs showcase local agricultural products. These items travel well and provide lasting memories of the visit.

Artisanal cheese vendors sell aged mountain cheeses from alpine dairies surrounding Innsbruck. Varieties range from mild to sharp with different aging periods and production methods. Vacuum-sealed packages facilitate transportation without refrigeration for reasonable periods.

Recommended Food Gifts:

• Mountain honey varieties
• Fruit jams and preserves
• Traditional schnapps (clear fruit brandies)
• Herbal liqueurs
• Aged alpine cheeses
• Smoked meats and sausages

Vendors typically allow tastings before purchases, helping identify preferred flavors and styles. Prices remain reasonable with quality exceeding supermarket alternatives. Many products are unavailable outside Austria, making them unique gifts.

Entertainment Activities and Special Events Guide

Beyond shopping and eating, Christmas markets offer diverse entertainment, keeping visitors engaged throughout their visits. Live music, children’s programs, and special performances occur daily with enhanced programming during weekends and special dates.

Live Music Performances

Local choirs, brass bands, and folk music groups perform traditional Christmas carols and Tyrolean music throughout market hours. The main Old Town market features a dedicated stage with scheduled performances multiple times daily. Weekend programming expands with additional performers.

Traditional Tyrolean brass bands create an authentic regional atmosphere with alpine horns and instruments. Christmas carol singing invites audience participation, creating a communal festive spirit. Performance schedules are posted at market entrances and tourist information offices.

Children’s Activities

Dedicated children’s areas feature activities keeping young visitors entertained while parents shop and relax. Cookie decorating workshops allow children to create edible crafts. Story-telling sessions share traditional Christmas tales in German and sometimes English.

Kids’ Program Highlights:

• Cookie decorating workshops
• Story-telling sessions
• Santa Claus visits
• Pony rides
• Puppet shows
• Craft workshops

St. Nicholas (Nikolaus) appears on December 6 with his companion Krampus, the fearsome horned figure from Alpine folklore. This traditional duo visits markets, distributing treats to well-behaved children. The appearance provides cultural education alongside entertainment.

Special Weekend Events

Enhanced programming occurs Friday through Sunday with additional performers, demonstrations, and special attractions. Artisan demonstrations show traditional craft techniques, including glass-blowing, woodcarving, and candle-making. These demonstrations provide educational entertainment, connecting visitors with regional traditions.

Some weekends feature historical reenactments or traditional costume displays showcasing Tyrolean heritage. Folk dance performances by regional groups demonstrate traditional dances in authentic costumes. These cultural programs distinguish Innsbruck markets from purely commercial operations.

Top Spots for Photography and Views

Innsbruck’s Christmas markets provide endless photographic opportunities with mountains, historic architecture, and festive decorations combining dramatically. Understanding optimal viewpoints and timing enhances results significantly. Both daytime and evening shots offer distinct advantages worth capturing.

Golden Roof Angle

The most iconic Innsbruck image combines the Golden Roof with Christmas market stalls in the foreground. Positioning yourself in the square below the roof looking upward creates classic compositions. Evening shots with illuminated roof and market lights prove most dramatic.

Arrive early morning or late evening, avoiding midday crowds that block clear shots. Early December weekday mornings provide the emptiest conditions for unobstructed photography. Tripods help with low-light evening shots but may obstruct foot traffic during busy periods.

Maria-Theresien-Strasse with Mountains

The boulevard looking north toward the Nordkette mountains creates dramatic compositions with street, markets, and peaks aligned. Evening blue hour provides magical light with market illumination and mountain silhouettes. This view appears on countless Innsbruck promotional materials.

Position yourself near the Triumphpforte, looking north for the longest perspective down the illuminated street. Wide-angle lenses capture the full scene from foreground market stalls to distant peaks. Clear evenings after snowfall provide the most spectacular conditions.

Elevated Viewpoints

The Stadtturm (City Tower) in the Old Town provides an elevated perspective over markets and the surrounding architecture. The observation deck at 180 feet offers 360-degree views across Innsbruck and the mountains. Admission costs €5 for adults, with operating hours matching the market schedule.

The Hofburg (Imperial Palace) courtyard sometimes allows photography from elevated terraces looking down on nearby market areas. These perspectives show market layout and crowds creating different compositional opportunities. Permission and access vary, requiring inquiry at the entrance.

Evening Light Techniques

Blue hour, approximately 30 minutes after sunset, provides the best light balancing and ambient evening glow, with market illumination. This brief window creates magical lighting before full darkness. Arrive early, securing desired positions as this timing attracts many photographers.

Long exposures of 1-4 seconds blur moving people while keeping stalls and lights sharp, creating dreamy effects. Tripods or stable surfaces prevent camera shake during long exposures. Experiment with different shutter speeds to achieve the desired motion blur levels.

Where to Stay During the Christmas Holidays

Hotels and accommodations fill quickly during the Christmas market period, requiring booking for the best selection and prices. Peak demand occurs on weekends, especially the weeks before Christmas. Accommodation pricing increases 20-30% during this premium period, reflecting high demand.

Central Old Town Hotels

Staying within the historic center places Christmas markets literally at your doorstep. Several boutique hotels operate in restored historic buildings, providing an authentic atmosphere. Prices range from €150 to €300 per night during the Christmas season, with minimum stay requirements common.

The Goldener Adler, Innsbruck’s oldest hotel dating to 1390, provides an ultimate historic experience in the market’s heart. Modern comfort combines with medieval character, creating memorable stays. Book many months in advance for December availability.

Near City Center Options

Hotels slightly outside the immediate Old Town offer better value while maintaining easy walking access to markets. The area near the railway station provides numerous three and four-star options at €100-180 per night. The free tram service connects to the Old Town within 10 minutes.

These locations allow escaping market crowds while easily accessing festivities when desired. Many hotels include breakfast buffets providing substantial morning meals before market exploration. Evening returns to quieter neighborhoods provides a welcome contrast to bustling market atmospheres.

Budget Alternatives

Hostels and budget hotels exist further from the center with rates around €40-70 per night during the Christmas season. Public transportation connects these locations to the Old Town efficiently. The slight inconvenience of commuting balances significantly lower costs.

Airbnb apartments provide alternatives, especially for families or group,s benefiting from multiple bedrooms and kitchen facilities. Prices vary widely depending on location and size. Booking fees and cleaning charges increase total costs beyond advertised nightly rates.

Easy Ways to Travel to Innsbruck

Innsbruck’s central European location provides excellent accessibility via multiple transportation modes. The city’s compact size allows easy navigation without cars once arrived. The Christmas market period sees increased visitor traffic requiring advance travel planning and potential delays.

Air Travel Options

Innsbruck Airport serves primarily regional European destinations with connections through major hubs. Limited direct international flights mean most long-haul visitors connect through Munich, Vienna, Zurich, or Frankfurt. The small airport sits just 15 minutes from the city center.

Munich Airport provides the major international gateway approximately 150 kilometers from Innsbruck. Direct trains connect Munich Airport and Innsbruck Hauptbahnhof in about two hours. This connection proves efficient and comfortable despite requiring a transfer in Munich city center.

Train Connections

Austrian Railways (ÖBB) provides excellent train service connecting Innsbruck with major European cities. Direct trains run from Munich, Zurich, Vienna, and Verona multiple times daily. The modern Innsbruck Hauptbahnhof sits a 10-minute walk from the Old Town.

International connections make Innsbruck accessible without flying, appealing to environmentally-conscious travelers or those combining multiple destinations. Booking provides significant discounts on full-price walk-up tickets. Night trains from various cities arrive in the morning, allowing immediate market exploration.

Driving and Parking

Driving to Innsbruck proves straightforward via Austrian motorways from all directions. However, parking proves challenging and expensive in the city center during the Christmas market season. Multi-story parking garages charge €3-4 per hour with daily maximums around €25-30.

Park-and-ride facilities on the city outskirts with tram connections provide economical alternatives at €4 per day, including unlimited tram use. This option eliminates city center parking frustrations while maintaining easy access. The Christmas market crowds make cars more burden than an asset within the city.

Best Day Trips You Can Take Nearby

Innsbruck’s location makes it an excellent base for day trips to the surrounding Tyrolean attractions. Many visitors combine Christmas market visits with exploring the broader region. Public transportation and tour operators facilitate easy excursions without requiring rental cars.

Swarovski Crystal Worlds

The Swarovski Crystal Worlds museum and gardens in Wattens lie 15 kilometers from Innsbruck, accessible via regular bus service. The attraction features stunning artistic crystal installations within the “Giant” hillside structure. Special Christmas programming includes illuminated gardens and seasonal exhibitions.

Allow 2-3 hours exploring the extensive underground chambers and outdoor gardens thoroughly. The Christmas shop sells exclusive ornaments and decorations unavailable elsewhere. Combined tickets with Innsbruck transportation provide better value than separate purchases.

Hall in Tirol

The medieval town of Hall in Tirol hosts its own charming Christmas market just 15 minutes from Innsbruck by tram. The smaller, quieter market provides an authentic local atmosphere without major tourist crowds. The beautifully preserved historic center deserves exploration beyond the market itself.

Hall’s Christmas market operates on similar dates to Innsbruck, with slightly reduced hours. The combination of both markets in one day proves feasible given the proximity. Many visitors appreciate Hall’s intimate scale after experiencing Innsbruck’s larger operations.

Alpenzoo Mountain Cable Car

The Alpenzoo (Alpine Zoo), accessed via the Hungerburgbahn funicular from Innsbruck, showcases native Alpine animals. The zoo operates throughout winter with animals active in cold weather. The funicular ride itself provides spectacular city and mountain views.

Continuing beyond the zoo to Seegrube or Hafelekar on the Nordkette cable car allows mountain experiences combined with Christmas market visits. Snow-covered peaks provide stunning contrasts to urban festivities. This combination showcases Innsbruck’s unique mountain-city character.

Smart Tips to Help Visitors Prepare

Understanding practical considerations enhances Christmas market experiences while avoiding common frustrations. These tips come from regular visitors and locals familiar with seasonal patterns and challenges. Small preparations significantly improve overall experiences.

Dress for Weather

December weather in Innsbruck averages 28-38°F with frequent cold snaps dropping below 20°F. Markets occur outdoors, requiring warm clothing, including insulated coats, hats, gloves, and scarves. Layering allows adjusting to varying conditions when moving between markets and indoor venues.

Comfortable waterproof boots prove essential for walking cobblestone streets, potentially wet or icy. Hand and toe warmers provide extra comfort during extended outdoor periods. Many visitors underestimate the cold when standing rather than actively moving.

Cash Considerations

While many vendors accept credit cards, cash remains preferred, especially at smaller stalls and food stands. ATMs exist throughout the Old Town, though lines form during busy periods. Withdrawing adequate cash before visiting markets prevents interruptions.

Small bills (€5, €10, €20) facilitate purchases and reduce vendor change-making difficulties. Breaking larger bills at bank ATMs or stores before entering markets proves considerate. Budget approximately €50-100 per person for food, drinks, and modest shopping.

Crowd Management

Markets become extremely crowded Friday evenings through Sundays, especially the two weekends before Christmas. Weekday visits, particularly Tuesday through Thursday, offer more comfortable experiences with easier movement and shorter wait times. Morning hours before 2 PM see fewer crowds.

The period between Christmas and New Year brings reduced crowds with a quieter, more relaxed atmosphere. Many tourists depart after Christmas while markets continue operating. This timing suits those preferring peaceful experiences over maximum festive energy.

Security Awareness

Like all crowded tourist areas, Christmas markets attract pickpockets targeting distracted visitors. Keep valuables in front pockets or security bags worn under coats. Avoid carrying unnecessary valuables or large amounts of cash beyond immediate needs.

Be particularly vigilant in crowded areas when people press close together. Bags should remain closed and in front of your body where visible. These basic precautions prevent most theft opportunities without causing paranoia.

More Christmas Activities Beyond Market Visits

While Christmas markets form the centerpiece of Innsbruck’s holiday celebrations, the entire city embraces the season with additional attractions and traditions. Exploring beyond markets provides a deeper understanding of Tyrolean Christmas culture and customs.

Church Services and Music

Innsbruck’s churches host special Advent concerts and Christmas services throughout December. The Cathedral of St. James features renowned organ concerts and choir performances. Midnight Mass on Christmas Eve provides authentic religious experiences in historic settings.

Many concerts require ticket purchases, though some churches offer free admission to services and smaller performances. Tourist information offices provide schedules for various church programs. Attending services requires appropriate attire and respectful behavior.

Christmas Lighting Displays

The entire Old Town receives elaborate lighting installations, transforming streets and buildings into an illuminated wonderland. Maria-Theresien-Strasse features overhead light displays stretching several blocks. Building facades receive projection mapping, creating animated holiday scenes.

Evening strolls through illuminated streets provide free entertainment separate from markets themselves. The lighting remains throughout December and early January, extending beyond market closing dates. Photography opportunities abound throughout the decorated city center.

Conclusion: Your Innsbruck Christmas Visit

Innsbruck’s Christmas markets deliver authentic Austrian holiday experiences, combining Tyrolean traditions with spectacular alpine settings. The blend of historic architecture, mountain views, and genuine cultural celebrations creates magical atmospheres. Planning regarding dates, accommodation, and logistics ensures smooth and memorable visits.

The markets provide more than shopping opportunities, offering cultural immersion into regional traditions through foods, crafts, and entertainment. Whether visiting for a single day or an entire week, Innsbruck rewards Christmas market enthusiasts with experiences exceeding expectations. The memories and photos from these magical markets last far beyond the holiday season.