By mid-December, something shifts in home listings. The photos get warmer. The language softens. Twinkle lights, cozy vibes, and a little extra personality start sneaking into descriptions.
Listing language isn’t all about square footage and trendy updates. It’s selling a feeling.
That shift is exactly what Zillow set out to measure in their recent analysis of the most festive holiday towns in America. Zillow researchers looked at how often holiday-themed language appears in for-sale listings.
And in doing so, it uncovered where seasonal spirit shows up most clearly in real housing data.
The result is a fun year-end snapshot that also reveals something deeper about how people market homes when emotional appeal matters just as much as math (maybe more).
If your town is on the list, feel free to mention its ranking in your conversations this month.
How Zillow Identified the Most Festive Towns
Zillow’s research team analyzed listing descriptions for more than seven million homes listed for sale between November 1, 2023, and October 31, 2025.
What they looked for was 34 holiday-related keywords, including:
- “Christmas lights”
- “Santa”
- “holiday spirit”
- “winter wonderland”
To keep the results clean, keywords were excluded if they appeared only in a city name, neighborhood name, or street address, though one town in particular stood out (and took the top spot).
The towns that made the final cut stood out for having recognizable holiday traditions that sellers naturally weave into their listings.
In other words, this is about places where seasonal charm is part of everyday identity, not just over-the-top December decor.
Zillow home trends expert Amanda Pendleton summed up the findings with a nod to a familiar seasonal favorite, while pointing out how competitive these towns really are when it comes to festive flair:
“Santa’s House on Zillow always gets a lot of attention this time of year, but these towns give the big man some competition. They’re filled with twinkling lights, community celebrations and homes where the holiday spirit shines bright all season long.”
The 10 Most Festive Holiday Towns in America
Before diving into the details, here’s the full list, ranked by how often holiday-themed language appears in listings, along with each town’s typical home value.
- Santa Claus, Indiana, $294,208
- McAdenville, North Carolina, $471,800
- Bethlehem, Pennsylvania, $344,320
- Breckenridge, Colorado, $1,170,091
- Dahlonega, Georgia, $376,741
- Natchitoches, Louisiana, $185,180
- Palmer Lake, Colorado, $532,161
- Windcrest, Texas, $308,343
- Shaver Lake, California, $574,823
- Ransom Canyon, Texas, $375,732
Each town earns its spot for slightly different reasons, and the percentages tell a more interesting story than the rankings alone.
What Makes Each Town Shine
Santa Claus, Indiana earns the top spot by a wide margin. More than half of its for-sale listings reference holiday spirit, coming in at 55%. Parades, markets, and light shows are more than just seasonal events here. They’re part of how homes are positioned year-round.
Source: SantaClausIndiana.org
McAdenville, North Carolina, known as Christmas Town USA, follows with 37% of listings highlighting seasonal charm. Longstanding light displays continue to draw crowds, and sellers lean into that reputation heavily.
Bethlehem, Pennsylvania lands third with a typical home value of $344,320, but nearby communities help push the region higher. In Blakeslee, 30% of listings reference the holidays, while Lake Harmony and Buck Hill Falls both come in at 25%. Holiday branding clearly travels across town lines here.
Source: Arlington Magazine
Breckenridge, Colorado looks different on paper. Only 8% of listings include holiday references, but with a typical home value of $1,170,091, subtlety makes sense. Snow, ski season, and winter traditions do a lot of the work without any need for heavy-handed language.
Dahlonega, Georgia sees 6% of listings highlight the holidays. Carriage rides, caroling, and an illuminated historic square give sellers enough atmosphere to reference without overdoing it.
Source: DahlonegaChristmas.com
Natchitoches, Louisiana rounds out the lower end of the percentage scale at 4%, but context is what makes it a strong pick for holiday lovers. The town features more than 300,000 holiday lights and hosts one of the oldest Christmas festivals in the U.S. The spirit is unmistakable, even if listing language is understated.
Palmer Lake, Colorado stands out with 10% of listings mentioning festive features. The Palmer Lake Star, tree lightings, and small-town traditions clearly influence how sellers describe their homes.
Windcrest, Texas also comes in at 10%, backed by a Light-Up tradition that has run for more than 65 years. Neighborhood competitions and elaborate displays make holiday pride a selling point.
Source: ExpressNews.com
Shaver Lake, California posts a 9% share, fitting for a snowy, mountainous setting where Winter Wonderland events, tree lightings, and visits from Santa feel natural.
Ransom Canyon, Texas closes out the list with 9% of listings referencing festive decor. The surrounding canyon landscape gives holiday displays a dramatic edge that sellers are happy to highlight.
Why This Matters as the Year Winds Down
At first glance, this list is just fun. But it also shows how closely listing language tracks buyer mood, especially at year-end.
When people slow down and reflect on the year, and imagine the year ahead, sellers respond with warmth, stories, and a sense of place.
If your town goes all-in on the holidays, this kind of seasonal framing can feel authentic and endearing rather than gimmicky. And even in markets that lean more subtle, this data is a reminder that homes are more than financial transactions or places to put all your stuff. They’re settings for lasting memories, traditions, and everyday life.
Though as gift-giving draws near, highlighting ample storage space can’t hurt.
As the year wraps up, that emotional layer tends to shine a little brighter, and sometimes it even shows up right there in the listing description.
