New Ulm High School students dressed in Victorian attire perform holiday songs inside Lasting Impressions, a downtown salon. Two caroling groups visited participating businesses throughout the evening to spread festive cheer.

NEW ULM — Cold temperatures did not stop shoppers from visiting businesses Thursday evening as they went from store to store for the annual Shop New Ulm at Night event, taking advantage of specials, tastings and extended hours.

The four-hour promotion, held from 4 to 8 p.m., brought steady foot traffic to 16 participating stores offering refreshments, discounts and holiday activities.

Shoppers carried stamp cards as they visited stores. Anyone who collected stamps from at least three participating businesses could turn in a completed card for a chance to win a gift card package valued at more than $400.

Each participating business contributed a gift card. Cards were available at every participating store and at the New Ulm Area Chamber of Commerce office. Shoppers had until 5 p.m. Friday to turn in completed cards, with no purchase necessary to receive stamps.

“It is to support your favorite local businesses and get great deals on last minute gifts,” said Sarah Warmka, who coordinates the event through the Chamber’s New Ulm Business and Retail Association Committee.

Several stores saw strong turnout before opening. At Patterson’s Diamond Center, staff said customers were already lined up before the official start. About 50 people were waiting at the door, and the first 50 complimentary gift bags were distributed shortly after doors opened.

Kristen Nelson was working behind the counter when early shoppers came through. Nelson said the evening started strong and she expected it to stay steady. “People are excited for Sip and Shop,” she said.

“It was very crowded, very successful, lots of buyers, lots of lookers,” said Patterson’s staff member Carol Edwards. “We exceeded our expectations. The weather cooperated and it felt very festive.” Staff offered snacks and wine to visitors.

Eight businesses offered complimentary beverages as part of the Sip and Shop option for adults 21 and older. Sweet Haven featured four cocktails prepared by Tattersall Distillery representatives using Sweet Haven products. Guests also sampled products from MTRY and Co.

Owner Leah Pekrul said customers were responding to the shop’s specials and in-store tastings.

“Sweet Haven is offering a buy three get one free deal on all of our tonics tonight,” Pekrul said. “We have Tattersall Distillery here sampling four cocktails made with Sweet Haven, and MTRY and Co is offering meat and cheese for people who want ideas for holiday charcuterie boards.”

She said the store provided recipes so customers could make the featured cocktails at home for the holidays. Shoppers Julie Rasmussen and Vicki Hagen said they appreciated the atmosphere.

“This is the second time we have done it,” Rasmussen said. Hagen added, “It is just fun to get out and see the shops.” They also enjoyed free samples of Sweet Haven tonics mixed drinks and delicious hors d’oeuvres.

At B&L Bar, the evening stayed busy as attendees filtered in for seasonal drinks. Owner Rick Kamm said visitors arrived from several towns.

“We had a bunch of people from Blue Earth and Arlington already,” Kamm said. The bar served a seasonal Christmas martini made with peppermint and sloe gin.

Sota Street Studios, a paint-your-own pottery studio in downtown New Ulm, offered ceramic painting activities throughout the evening. The business opened earlier this year. Staff member Taylee Landquist said the owners created the workspace because they felt there was a need for it in New Ulm.

“We needed something in town that could bring creativity to the place, and not many places offer this around here other than Mankato,” she said. “People needed a winter activity for sure,” Landquist said.

Customers worked on pottery and holiday themed ceramic projects. Supplies were provided for all projects, and customers who did not finish their work could leave it at the studio for up to 30 days.

“It is really fun. It is nice to do. It is therapeutic,” said regular customer Ruth Johnson, who worked on a gingerbread design with her stepdaughter Brianna.

Landquist said the studio focuses on creating a comfortable environment with music, scents and cold beverages.

“Most people come in and think it is very therapeutic, very relaxing here. Everybody has a blast when they come in. Never had any complaints about not leaving here happy or relaxed.”

Two groups of the Oak Street singers from New Ulm High School dressed in Victorian outfits went from store to store performing holiday songs. Director Daniel Olson said the groups were excited to be part of the downtown festivities and enjoyed the opportunity to bring music to the community and help shoppers get into the holiday spirit.

Chamber organizers said conditions were better than expected. Temperatures were cold, but there was no snowfall during the event and winds remained manageable.

“Last year the turnout was really good,” Warmka said, adding that she expected similar attendance Thursday despite the cold weather. Warmka said the Chamber hopes shoppers enjoy the festive atmosphere. “All the shops are decorated for the holidays, and the street lights are on. It just feels really nice and seasonal.”

Businesses also offered various promotions beyond refreshments. Other participating stores included A to Zinnia Floral and Gifts, Becky Bakes, Black Frost Distilling, Gallery 512 Boutique, Inspired, Lykke Books, New Ulm Chamber, Shoe Sensation, Sewing Seeds Quilting Co., Taco John’s, Wellness Collective and Wunderberg Collective. Not all participating businesses were located downtown.

“You do not have to be downtown to participate,” Warmka said, noting this helps encourage people to discover stores they may not have visited before. “This holiday season is very important for them, for retail, for shopping.”

Winners of the gift card package will be announced next week. Participating businesses plan to continue holiday promotions through December.