Yule Market returns to South Dakota Art Museum for holiday season

The South Dakota Art Museum's Yule Market returns Saturday, Oct. 24, and runs through Jan. 9, 2027, offering a festive shopping experience featuring handcrafted gifts from local and regional artists and artisans.

Opening on South Dakota State University's Hobo Day, the market welcomes alumni, visitors and the Brookings community to kick off the holiday shopping season while exploring the museum. Continuing through early January, the Yule Market offers opportunities to discover one-of-a-kind gifts while supporting artists and makers.

“I’m most excited to welcome visitors back to the Yule Market and see them discover new artists, revisit favorite vendors from last year and find gifts they wouldn’t come across anywhere else in the area,” said Abby Gebro, retail and visitor services coordinator at the South Dakota Art Museum. “There’s something special about connecting people through art, thoughtful gift-giving and just the joy of the holiday season.”

Located inside the South Dakota Art Museum Shop, this year's market features new vendors alongside returning favorites, staff favorites, wish lists for loved ones, free gift wrapping on select days and a cozy reading corner. Shoppers can also enjoy extended hours on Thursdays in November and December, when the museum shop will remain open until 7 p.m.

Throughout the season, the museum will host special events and shopping promotions, including:

• Nov. 14, 10 a.m.-1 p.m. – Hygge Day: Meet the Ice Sisters and enjoy a festive and cozy day at the museum.
• Nov. 19-22 – Gifting for Good: Enjoy 10% off storewide, with museum members receiving 20% off.
• Dec. 5, 10 a.m.-1 p.m. – Visit Santa: Bring the family to meet Santa at the Yule Market.
• Dec. 8, 5-7:30 p.m. – Sip & Shop: Enjoy an evening of holiday shopping at the museum.

Museum members receive a 10% discount on purchases throughout the year, with additional savings during the Gifting for Good promotion.

The Yule Market is open during regular museum hours, with extended Thursday evening shopping in November and December. Admission and parking are free, and visitors are encouraged to explore the museum's galleries while enjoying the holiday market.

About the South Dakota Art Museum

The South Dakota Art Museum inspires creativity, connects people and enriches lives through art. Located at South Dakota State University in Brookings, the museum serves the people and communities of South Dakota and its visitors as the state's premier visual arts resource. Museum admission and parking are free. For more information, visit the museum website or call 605-688-5423.