A full-blown movie set could soon be one step closer to calling action in one of the Hill Country’s increasingly popular small-town escapes — and a charming little shop on Main Street might be joining the fun.
The Christmas Shoppe in Boerne teased a major secret to its followers on Sunday, August 30, saying it planned to share an exciting update about the city’s ongoing competition in Hallmark’s 2026 Merriest Christmas contest. Boerne is the only Texas town in the TV-movie network’s competition. Under the contest rules, the winning town will be featured as a filming location for a Hallmark movie.
“The Christmas Shoppe has a secret that I wanted to tell y’all,” said store owner Emily Carvalho in a video post shared over the weekend. “But we’re going to wait just a little bit. I’m going to share in another post what the secret is, but I just wanted to put it out there for you to see if y’all can guess what the Christmas Shoppe’s secret is.”
Carvalho has not yet responded to a request for comment or further details about what the secret could be, but some locals speculate that the business — where “it’s Christmas every day” — could be featured in one of the network’s upcoming films, especially if the Texas town ultimately wins the contest.
“I would love to see your shop featured on one of the Christmas Hallmark movies,” said one Facebook user, Laura Valfre Deininger.
“I’m so excited for you! Such a huge goal!!! That would be so awesome!!” wrote another. “[I]t would be so good for tourism if they filmed in Boerne,” the Christmas Shoppe responded from its official account.
The small, Christmas-themed store is known for selling holiday gifts, decorations, ornaments, collectibles and over-the-top winter decor. It’s especially popular among tourists during Boerne’s highly attended, Victorian-era-style Christmas festival, Dickens on Main.
The business will announce the big secret sometime on Tuesday, September 1, according to other Facebook posts.
