Maria Castagna strolled around the store and found a glass ornament shaped like a pink, glittery ice cream cone, triggering a nostalgic memory from her childhood. She expressed how the ornament reminded her of a similar one she had as a child, vividly recalling her attempts to lick off the sprinkles.
Marc Gaboury, the brain behind Boutique de Noël de Québec in Old Quebec, opened the store in 1986 to evoke a sense of nostalgia amidst picturesque holiday scenes. Inspired by his mother’s visits to Maine, where he saw Christmas boutiques thriving, Gaboury believed the concept would flourish in Quebec City, a popular tourist destination.
The two-story shop, dedicated primarily to Christmas year-round, showcases a variety of festive items like animated snow globes, Santa figurines, and colorful ornaments displayed on shelves painted in a deep green hue reminiscent of an enchanted forest. Despite experiencing occasional slow periods like other establishments in the area, Gaboury’s boutique has steadily grown over the past four decades.
The introduction of the German Christmas Market, located across the street from the store, further boosted its popularity. The market attracted over 600,000 visitors last year, contributing significantly to Quebec City’s tourism revenue.
Véronique Boulanger from Destination Québec Cité highlighted Quebec City’s universal appeal as a holiday destination within Canada, citing factors such as its captivating decor, rich history, French culture, and the renowned Christmas market. Tourists spent approximately $250 million in Quebec City in December alone last year, with Gaboury’s Christmas boutique emerging as a top attraction year-round.
Despite facing minor financial setbacks this year, Gaboury remains optimistic about the boutique’s future, emphasizing the enduring appeal of Christmas and family traditions that draw customers seeking memorable experiences. The shop’s unique offerings, such as ornaments depicting Château Frontenac and a moose on a Bombardier snowmobile, set it apart from competitors, ensuring customers find exclusive keepsakes.
Customers like Andrew Ingram, who visited from Chicago to celebrate his engagement, praised the boutique for its exquisite ornaments and shopping experience. Gaboury, reflecting on nearly 40 years of running the store, expressed contentment in creating a lasting legacy, with retirement not yet on his horizon.