Organisers are calling on local traders to join the festivities as the popular Bridmas Day event returns to the Yorkshire Coast this August, aiming to highlight the town’s year-round appeal.
The Yorkshire Coast is set to trade sea salt for tinsel once again as Bridmas Day returns to Bridlington on Wednesday, 5 August 2026. After two successful years, the summer-time Christmas celebration is expanding its reach, with officials at the East Riding of Yorkshire Council now inviting local businesses to play an active role in the festivities.
The event, which has previously drawn national media attention, transforms the promenade and South Beach into a winter wonderland. Organisers state that the initiative is designed to challenge the perception of the town as merely a summer holiday retreat, instead positioning Bridlington as a vibrant destination that thrives throughout the seasons.
This year, the programme of events is set to span across South Beach, the Bridlington Spa, Sewerby Hall and Gardens, and East Riding Leisure Bridlington. To foster a sense of community, traders are being encouraged to decorate their storefronts and incorporate festive themes into their daily operations.
Councillor Nick Coultish, the cabinet member for culture, leisure and tourism at the East Riding of Yorkshire Council, expressed his enthusiasm for the upcoming celebration:
Bridmas Day has quickly become one of Bridlington’s most loved summer events, and it’s a fantastic way to showcase the creativity, community spirit and year‑round appeal of the town. We’re delighted to invite local businesses to join in the celebrations; their involvement helps bring the whole event to life and creates an unforgettable experience for residents and visitors alike. I look forward to seeing more people than ever take part in and enjoy the fantastic event.
The council is encouraging local entrepreneurs to see the day as an opportunity to promote their services alongside the festive fun. Businesses interested in decorating their shops, wearing seasonal attire, or engaging with the activities at South Beach are invited to register their interest.
For those looking to participate or seeking further details on how the event might support local enterprise, the council has directed enquiries to their public relations department at bridspa@eastriding.gov.uk. Further scheduling details for the various venues across the town are expected to be announced in the coming months.
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