Christmas Shopping in Union Square San Francisco 2025

A Union Square That Feels Like It Used To

If you tried visiting Union Square a couple of years ago and left feeling a little sad about the empty storefronts and quiet sidewalks, you are not alone. I wrote about that visit and it felt like the holidays had lost a tiny bit of sparkle. So this year, when I heard Union Square was on the upswing again, I had to drive up and see for myself.

I’m happy to report that Christmas spirit is officially back.

I was relieved that Union Square did not feel scary or tense. There were police around, but not in an overwhelming way. People were shopping, taking photos in front of the tree, carrying Macy’s bags, and doing all the holiday things. It almost felt like old times, which was a nice surprise.

Getting into the city was another story. I accidentally took a wrong turn on the way in and found myself driving straight through the Tenderloin. If you are not familiar with San Francisco, the Tenderloin is exactly where you do not want to be as a solo woman in a kind of foofy car trying to get to her hotel. I had a few “what in the world did I just do” moments before I popped back out onto safer streets.

But I made it, and once I was in Union Square proper, it all felt fine.

I visited on a Saturday in mid November, which is just early enough that the crowds have not hit full holiday frenzy. Even so, the Christmas tree was already up in the center of the square, Macy’s had wreaths in the windows, and the ice-skating rink was packed. And when I say packed, I mean full of teenagers, families, couples, and at least a few adults clinging to the rail pretending they meant to skate that slowly.

They also have these adorable polar bear supports that kids can hold onto while they skate. Honestly, they should make an adult version too. That is the only way you’d catch me out there at this point in my life. Give me a polar bear walker and maybe a helmet and I will consider it.