MOBILE, Ala. — Christmas Jubilee, the shopping tradition that kicks off the holiday season for thousands of families across the region, is getting a new addition for its 30th year. Organizers with the Junior League of Mobile are opening the event up to food trucks for the first time, giving shoppers another option beyond the usual food court setup.
The event is set for Nov. 12-15 at The Grounds, and it typically draws about 15,000 visitors who come to browse and buy from roughly 120 merchants traveling in from across the country. For many families in Mobile and the surrounding area, Christmas Jubilee has become an unofficial kickoff to the holiday shopping season, offering everything from handmade gifts to specialty items not found in typical retail stores.
Jenny Humphreys, chair-elect of the Christmas Jubilee planning committee, said the idea grew out of watching how popular mobile food vendors have become around Mobile. Humphreys, who works at CPSI, said she regularly sees food trucks pull up near her workplace during lunch hours and has become a fan of the variety they offer. She pointed to the crowds that gathered when the Food Network hosted an event in downtown Mobile as another sign that shoppers are hungry for more casual, on-the-go dining choices.
As inspiration, Humphreys cited Al Fresco, an outdoor food court concept in downtown Pensacola that combines a permanent restaurant with several retrofitted trailers, known there as Airstream restaurants, to create a food court with multiple options in one spot. She said she is hoping to recreate that same kind of variety at Christmas Jubilee this year.
While exact logistics are still being finalized, current plans call for four to five food trucks to line up outside the venue, connected to the main building by a covered walkway so shoppers can move between vendors without dealing with the weather. Organizers also hope to set up a mix of seating both inside the building and under a tent outside, giving visitors flexible spots to sit down with their food.
Unlike traditional merchant vendors at the event, food truck operators won’t be charged a standard booth fee. Instead, participating trucks will contribute 20 percent of their profits from the weekend back to Christmas Jubilee, which benefits community projects supported by the Junior League of Mobile. Food truck operators interested in applying for a spot at this year’s event can find application details through the Junior League of Mobile’s website.
With three decades of history behind it, Christmas Jubilee continues to evolve each year, and this addition reflects a broader shift in how Mobile-area shoppers want to eat while they browse for holiday gifts.