Economic Study

Mistletoe Marketplace® Economic Study

Over the past 46 years, Jackson’s Mistletoe Marketplace® has become a Deep South tradition. From its beginning in 1981 as a local fundraiser for the Junior League of Jackson, “Mistletoe” (as locals often call it) has grown into a “don’t miss” event of the holiday season, not only in Jackson but throughout the region. Last year, over 150 vendors and artisans from across the country converged on the Mississippi Trade Mart to offer their unique products to over 30,000 holiday shoppers. The event features an impressive array of products, including art and antiques, bath products and candles, books and stationery, and children’s apparel and toys. Other categories included specialty foods, seasonal gifts, apparel and jewelry for both men and women, home decor, and the ever-popular selection of collegiate gear, always a hot seller in this part of the country.

Mistletoe Marketplace® has become an annual outing for friends and families; one they mark on the calendar months in advance. Each year, attendees travel many miles to enjoy a day of fellowship and fun, along with holiday shopping. The mission of Mistletoe Marketplace® remains true to its original goal from 46 years ago. Money generated from sales at Mistletoe Marketplace® supports the Junior League of Jackson’s over 30 community projects and initiatives for area children and youth. Projects funded in whole or in part by Mistletoe Marketplace® focus on children’s health, early literacy, and social development for at-risk children in Central Mississippi. One measure of the Junior League of Jackson’s record of success and accomplishment in its community service is the impressive number of corporate and individual sponsors who confidently contribute each year to Mistletoe Marketplace® and its mission. Over the years, Mistletoe Marketplace® has become a major source of support for area charitable organizations and has provided a significant annual boost to the Greater Jackson Metropolitan Area economy. This study, conducted by the Center for Government and Community Development, a division of the Extension Service of Mississippi State University, shows, among other things, a visitor impact of over $15 million to Jackson and surrounding communities.