Discover the Magic of the Gingerbread Trail: A Sweet Holiday Outing in Uptown Saint John
Every December, the Gingerbread Trail invites you to wander Uptown’s snow-dusted streets and discover whimsical gingerbread-themed displays crafted entirely by local businesses. Presented by The Ginger Agency and proudly sponsored by Uptown Saint John Business Improvement Association, Crosby Molasses Co., and Flewwelling Press, this beloved tradition brings holiday magic to every corner of our neighbourhood.
Until December 24th, a collection of Uptown’s restaurants, retailers, hotels, and service providers transform their windows, lobbies, and cozy storefront nooks with creative gingerbread scenes. It’s a self-guided adventure that’s simple, sweet, and perfect for families, friends, date nights, or anyone looking to add a little joy to their day.
Uptown Saint John Participating Businesses
This year, the Gingerbread Trail features 31 Uptown businesses, proudly showcasing the creativity and community spirit in Uptown:
Brunswick Square Dental
Chipman Hill Suites
Church Street Steakhouse
Cricket Cove
Cushman & Wakefield Atlantic
Delta Hotels by Marriott Saint John
Embreeze
Emporia
Foggy City Souvenirs & Sweets
Foggy City Take Out
Glass Roots Inc
Grannan’s Seafood Restaurant
Juniper
Lemongrass/Peppers Pub
Market Square
Martin Max Technology Ltd.
MNP
NBSP’s POP Centre – Pediatrics on Princess
Raven-Crow
Saint John Ale House
Saint John Region Welcome Centre
Sumac & Thyme Authentic Turkish Cuisine
Teed Saunders Doyle
The Blue Pelican Bath & Body
The Sewist
The Write Cup Bookstore Cafe
Together Designs
Uptown Saint John
Walsh Luggage Ltd
Wild Flours Sweets and Treats
Woodchucks Axe Throwing
From family-owned boutiques to national brands with strong local ties, this trail reflects the heart of Uptown: creative, diverse, and full of personality.
How to Enjoy the Gingerbread Trail
Make the most of your visit with these simple, joyful tips:
Start with the Map – Find the map on our website to plan your route through the trail.
Look for the Displays – Gingerbread houses and festive creations can be found in windows, lobbies, doorways, and storefront corners, each handcrafted by Uptown business owners and their teams. (Stop by the Uptown Saint John Incwindow at 17 Canterbury to count the chocolates in the jar, share your guess with us by scanning the QR code for your chance to win a Uptown Saint John Gift Card!)
Snap a Sweet Memory – Take photos along the way and capture your favourite gingerbread discoveries.
Take Your Time – Wander at your own pace, warm up at a café, stop in for a quick shop, or grab a festive bite from a restaurant along the route. Every visit supports your local Uptown businesses.
A Sweet Tradition, Made by Our Uptown Businesses
Whether you’re exploring with family, taking an afternoon stroll with a warm drink, or planning a festive outing with friends, we hope this trail adds a little extra sweetness to your season.
Happy wandering and happy holidays from the team at the Uptown Saint John Business Improvement Association.
Happy To See You Here
The Uptown Saint John Business Improvement Association (BIA) is proud to support the businesses that make Uptown special. With 82 % of our membership independently owned, shopping local means backing real people and keeping our community vibrant. Join us in celebrating the season.
Written by:
Lea St John is the Digital Marketing Manager at Uptown Saint John Inc a not-for-profit that supports businesses located within the Business Improvement Association-defined area. She invites you to explore the local gems around Uptown, learn more at uptownsj.com.
