Willow Glen merchants will fill Lincoln Avenue with family-friendly fun on July 25. From 11 in the morning until 3 in the afternoon, participating shops and restaurants along the tree-lined stretch will offer special deals, live music, games, and hands-on activities that turn a regular summer Saturday into a neighborhood celebration.
The free event serves as one last relaxed outing before school schedules take over. Families can collect book-themed prizes at Hicklebee’s, enjoy pizza specials at Round Table or Pizza My Heart, sample chocolate bites at Mariette Chocolates, or try sensory play stations and movement games. Many spots will also hand out stickers, discounts, and exclusive giveaways while supplies hold out.
Organized by the Willow Glen Business Association, the afternoon highlights the independent businesses that give the neighborhood its distinct character. Visitors will find everything from pet supply surprises and bookstore treats to aura photo sessions and studio tours, all within a compact area that stays easy to navigate with nearby parking.
This merchant-led gathering keeps the small-town energy that is still alive inside San Jose. It creates space for parents and kids to wander, discover new favorites, and support the local shops that make Downtown Willow Glen feel like its own destination.
San Jose gains when its neighborhoods host simple, welcoming events like this one. Family Day on the Avenue strengthens connections between residents and the businesses that line the Avenue, adding another layer to the everyday vibrancy that sets Willow Glen apart.
For a full list of deals and giveaways, head over here.

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