Mistletoe & Magic 2026 opens in Tyler, Texas, from November 4 to 7 at the W.T. Brookshire Conference Center, bringing four days of holiday shopping and family activities to East Texas. The Junior League of Tyler hosts the market, now in its 48th year and billed by the league as its largest fundraiser. Proceeds go to local projects, scholarships and outreach programs.

What shoppers will find

More than 75 merchants from across the country are expected, selling fashion, home décor, jewelry, Christmas decorations, specialty gifts and gourmet treats. General market admission is $12 per day for Thursday, Friday or Saturday, according to the event's online ticket shop. Silent and live auctions during the run add to the fundraising total.

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Why you should go

  • Holiday shopping in one place. Dozens of vendors gather under one roof, which suits anyone hunting for decorations, jewelry or homemade goodies.
  • Events beyond the market floor. The schedule includes a preview party, a private morning shopping session, a holiday tea, a girls' night with a style show, and a fashion show.
  • Activities for children. Breakfast with Santa and Cookies, Cocoa & Claus give families a holiday outing built around kids.
  • Money stays local. Ticket and auction proceeds support Junior League of Tyler programs for children and families across Smith County.

What to know before you go

The market runs November 4-7 at the W.T. Brookshire Conference Center in Tyler. Special-event tickets are sold online, and prices vary by event:

  • Mistletoe & Merriment Preview Party: $100
  • A Merry Morning private shopping: $35
  • Holiday Tea in the Rose Room: from $75
  • The Holiday Edit girls' night and style show: $35
  • Holly Jolly Breakfast with Santa: from $40 (listed as sold out)
  • Cookies, Cocoa & Claus: from $40
  • Thursday, Friday or Saturday general market: $12 each

The brief does not list daily opening hours, age limits or a parking policy, so check with the Junior League of Tyler before planning a visit.

FAQ

When is Mistletoe & Magic 2026?

It runs November 4-7, 2026, at the W.T. Brookshire Conference Center in Tyler, Texas.

How much are tickets?

General market admission is $12 per day. Special events range from $35 to $100, and the Breakfast with Santa listing shows as sold out; confirm availability with the organizer.