Family Day on the Avenue Returns to Lincoln Avenue in Willow Glen

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.

Aldea Home & Baby Lands in Willow Glen

Willow Glen is welcoming the first expansion of Aldea Home & Baby. This San Francisco-based retailer, specializing in baby gear and home furnishings, has settled into a spacious 4,800-square-foot spot at 1123 Lincoln Avenue. The store stocks everything from car seats and strollers to toys, apparel, and stylish home items, making it a go-to destination for families and design enthusiasts alike. With its roots in the Mission District since 2005, Aldea brings a curated selection that fits seamlessly into Lincoln Avenue's lineup of beloved local shops like Three Sisters and Mariette's Chocolates.

What sets this store apart is its focus on hands-on experiences for customers. Shoppers can take advantage of free demonstrations for strollers and car seats, along with personalized consultations that last anywhere from half an hour to two hours. These sessions help parents navigate choices for nurseries, registries, and everyday needs by letting them interact directly with products. In a city Forbes recognized in 2024 as the top spot for small businesses, Aldea's approach fosters that entrepreneurial spirit, drawing in community support from neighboring merchants even before the doors opened.

Looking ahead, Aldea's ambitions reflect the entrepreneurial energy pulsing through San Jose. CEO Johanna Bialkin envisions expanding to 50 locations over the next five to 10 years, starting along the West Coast and reaching into major East Coast cities. This growth mirrors the booming baby products market, projected to hit $475 billion globally by 2030. As a corporate-owned site with franchising potential, the Willow Glen location positions San Jose as a key player in this expanding industry, inviting more families to come and discover one of our city's most welcoming neighborhoods.

Source: SVBJ