Every year, thousands of Houstonians flock to the Nutcracker Market at NRG for holiday shopping.
But for five women, the experience often came with disappointment.
“We couldn’t find things that were really important to us — like Black Santas or Black Nutcrackers,” said Samantha Townsend, one of the co-founders of the Holiday Soul Nutcracker Market. “So I called a friend and shared my concern, and she and someone else were already talking about the same thing. We reached out to two other friends, and that’s how this idea was born.”
That idea has grown into the Holiday Soul Nutcracker Market, an annual two-day event dedicated to showcasing minority-owned businesses and celebrating Black culture. Now in its biggest year yet, the market will host more than 70 vendors at the Bayou City Event Center from Nov. 7-8.
Filling the gap
For the founders — Shana Bailey-Scott, Dr. Michelle Moore, Elmer Rogers, Carol Washington, and Townsend — the goal was simple: To create an upscale shopping experience that reflects the traditions and culture of communities of color.
“I think what it does is allow us to see what’s available for us,” Rogers said. “It gives vendors and entrepreneurs an opportunity to showcase the things we do. A lot of people are really talented, but the only place they can show their work affordably is maybe a church bazaar. We wanted something that belonged to us.”
A different kind of market
Unlike the city’s larger holiday markets, the founders say the Holiday Soul Nutcracker Market is about more than shopping.
“As the five founders, our motivation really came from seeing the gap — the lack of HBCU paraphernalia and cultural diversity in the marketplace. We wanted to change that,” Bailey-Scott added. “Everything we do comes from a place of love — love for our people, for Black-owned businesses, and for the community we serve. It’s not just about shopping; it’s a full shopping experience. From the music to the food to the products we curate, every detail reflects the culture and care we put into it. Shoppers feel it. Vendors feel it. You can see it and experience it in everything we do.”
Moore said the reception from the community has been overwhelmingly positive.
“People are excited to have a space where they can find items that represent their culture — Black Santas, HBCU gear, ornaments and keepsakes like you’d see at your grandmother’s house. They look forward to coming back year after year.”
Townsend added that even with large crowds, the market feels personal.
“Families come wearing matching T-shirts; they make a day of it. You can just tell they’re excited to be there.”
Pride and possibility
For Washington, the market is also about inspiring the next generation.
“We have people ask us all the time: How did you do this? When my friends see my picture on our marketing pieces, they’re like, ‘Wow, that’s you?’ It’s a great example for young entrepreneurs. You see vendors selling all kinds of things, networking, creating opportunities. It’s really Black excellence.”
She noted that the market also reinvests in the community. Vendor fees are set at lower price points than those in many large markets, and a portion of the proceeds is allocated toward local initiatives.
“We wanted a model that allows vendors to keep more of their earnings, while still giving back,” she said.
Rogers said the pride is mutual.
“People are proud of what we’ve built. They tell us all the time, ‘Wow, you ladies did that.’ And they appreciate that we care enough about our culture to create this space.”
What’s next
As the market continues to grow, the founders say they are focused on maintaining its heart: culture, connection and community.
“Every year, people ask if we’re coming back — and the answer is yes,” Moore said. “We want them to leave excited about our traditions, about the holiday season and about celebrating who we are.”
The Holiday Soul Nutcracker Market runs Friday, Nov. 7, from 1–8 p.m., and Saturday, Nov. 8, from 10 a.m.–5 p.m. at the Bayou City Event Center, 9401 Knight Rd. Tickets are available at www.myholidaysoul.com.
