Valentine decks the downtown with holiday storefront competition

VALENTINE, Neb. - From the Rockefeller Center Christmas tree to elaborate window displays, New York City is known for holiday décor that draws crowds from around the world. While Valentine, Nebraska, may not be Manhattan, local businesses are bringing plenty of small-town charm to their own seasonal displays this year.

The Valentine Chamber of Commerce has launched a new storefront decorating contest aimed at encouraging residents to shop local — and perhaps attracting visitors from outside the area.

“That way it promotes people to want to come out and do more shopping because as small businesses, we need that,” said Whitney Mayhew of Broken Spoke Boutique.

Mayhew said she leaned into this year’s trends for her display.

“I wanted to incorporate the cute, dainty bows. I love the bows this season,” she said. “It’s bright and cheery. That’s what we’re going for. Bring that happiness to our town.”

First place comes with a $300 prize, with $150 for second and $75 for third. Shoppers can grab a wooden voting token at any participating business and drop it into the marked box at their favorite display. All votes must be cast by Nov. 29.

Mayhew admits her team put in extra effort to make their storefront stand out.

“So this year we did go a little extra more,” Mayhew said.

One of the more unusual displays in town belongs to Huskerland Hardware and Appliance, where the front is wrapped — literally — in paper from the inside out. Owner Matt Sandoz said his team has been working long hours preparing to open the store this week.

“We’ve been working really late. There’s been some 2:00 or 3:00 in the mornings that we’ve worked,” Sandoz said.

Sandoz is one of several business owners recently making investments in downtown Valentine.

“There’s a bunch of people trying to keep these businesses open and redo the downtown to keep it nice and full like it should be,” Sandoz said.

And as storefronts light up for the season, the Chamber hopes the effort pays off — not just in prizes, but in community spirit.

“Especially at night it’s absolutely gorgeous seeing all of the lights, all of the decorations, and it really gets you in that Christmas spirit,” Mayhew said.

Small town, big holiday cheer.

Participating businesses include:

Broken Spoke Boutique

Janine's Flower Exchange

Flower Land

Nelsen Furniture & Floor Coverings

The Plains Trading Company Booksellers

Gritty Coffee Co

Sweet Aura

Salon Bliss

Young's Western Wear

Heart City Rocks

Tooth and Whisker Outdoors

Cherry Blossom Paperie

Viaero

State Farm Insurance

Craig Beman Fine Art

Blue Persuassion Nails

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