LOUISVILLE, Ky. — Many businesses affected by COVID-19 hope this holiday season can spread a little cheer with a boost in sales. Highland Commerce Guild decided not to cancel its annual holiday event Bardstown Road Aglow Saturday to help that boost.

The 35th-annual event aims to attract locals and visitors to Louisville’s Highlands neighborhood to shop local. According to Highland Commerce Guild, the annual event is normally the largest night of sales for many participating businesses.

“This might’ve been the busiest Saturday we’ve had since this whole pandemic started,” said Yesero Bartlett, who manages Kizito. The shop sells cookies baked in-house and East African handicrafts.

Thanks to the annual event, Bartlett said foot traffic was steady Saturday with customers like Catherine Joseph. 

“I think it’s wonderful. I mean, really, everybody needs entertainment. It’s really hard to be cooped up,” said Joseph, who’s been going to Bardstown Road Aglow for almost two decades.

“I love tradition, and I know a lot of the shopkeepers now just by face and name,” Joseph said. “I’m so glad to see a lot of them still here. I’ve noticed some of them are gone, and I hate that, but I hope they all come back, and maybe we’ll even get some great new ones, and I’ll make some new friends.”

Highland Commerce Guild considered canceling the annual event this year because of COVID-19 but decided to make adjustments instead. The organization expanded the hours, starting the event at noon versus dusk to control crowds.

There were also no trolleys riding up and down the Highlands’ main corridor, Bardstown Road, transporting visitors this year. The main concert was also canceled, and, of course, CDC guidelines were in place.

“A lot of these businesses are small businesses. A lot of them are mom-and-pop-type operations so they depend a lot on the holiday season, and this is kind of the kick-off of the holiday season in the Highlands,” said Vice President of Highland Commerce Guild, Nick Morris.

Morris also owns a small business in the neighborhood, Safety & Security Store, that sells safety products from pepper spray to home and business security systems.

However, not everything has changed. The tallest evergreen tree in the neighborhood was still lit at dusk.

Participating businesses also decorated for a social media contest with cash prizes, served specialty cocktails with bourbon, and offered discounts and specials.

“Not really popping like it is was last year or the year before that, but we couldn’t ask for anything better,” Bartlett said about Saturday’s holiday event.

For Joseph, she was happy to keep the tradition alive to support local businesses.

“I think it’s important for people to know that everybody cares, and we’re all in this together.”