Maria Castagna strolls around the store and finds a glass ornament resembling a pink, sparkly ice cream cone, triggering memories of her childhood. She recalls trying to lick the sprinkles off a similar ornament she had as a child. Having traveled from New Jersey to Quebec City, she was captivated by the picturesque holiday scenery.
Marc Gaboury envisioned evoking nostalgia when he established the Boutique de Noël de Québec in the heart of Old Quebec in 1986. Inspired by his mother’s visits to Maine and the absence of a year-round Christmas store in Quebec, Gaboury aimed to offer a unique shopping experience to tourists.
The two-story Christmas store, apart from occasional seasonal items, exclusively features Christmas-themed products year-round. The shelves are adorned with animated snow globes, Santa figurines, stockings, and ornaments of various colors, creating an enchanting forest-like ambiance.
Despite seasonal fluctuations, the boutique has steadily grown over the past four decades. Its popularity surged further with the introduction of the German Christmas Market nearby, attracting over 600,000 visitors last year, according to Destination Québec Cité.
While anticipating a slight decline in American tourists due to U.S. tariffs, Quebec City has witnessed a rise in domestic tourism, compensating for the shortfall. Véronique Boulanger from Destination Québec Cité attributes Quebec City’s appeal as a holiday destination to its magical decor, rich history, French culture, and the Christmas market.
Tourists spent approximately $250 million in Quebec City in December alone last year. Boulanger highlights Gaboury’s Christmas boutique as a top tourist attraction, renowned for its unique offerings regardless of the season.
Gaboury, who primarily deals with U.S. wholesalers, remains optimistic about the boutique’s future despite minor financial setbacks. Customers visit for the love of Christmas, family, and cherished memories, admiring the wide array of unique products available.
The boutique’s diverse collection includes popular items like ornaments featuring the Château Frontenac and a moose on a Bombardier snowmobile. While not emphasizing handmade or locally sourced decor, Gaboury ensures the store stocks exclusive items unavailable elsewhere, promising purchases that last a lifetime.
Visitors like Andrew Ingram from Chicago, who visited the store during his engagement celebration trip, appreciate the boutique for its exquisite ornaments and Christmas shopping offerings. Gaboury, reflecting on his nearly 40 years in business, expresses contentment with his decision to establish the boutique, showing no signs of retiring anytime soon.