Holiday
Parade
Every snowman driving a truck named after a real Hallmark artist. Tammy's Tree Farm. Sharon's Bakery. Kristina's Garden Center. Nello's Music Shop. Orville's Computer Store. Joanne's Christmas Boutique. Each entry a tiny tribute from one artist to her colleagues — a parade through the Keepsake Village, one decorated truck at a time.
A Parade Through the Keepsake Village
The Holiday Parade series launched in 2019 with an announcement from Hallmark at Ornament Premiere: "Holiday Parade, crafted by artist Tammy Haddix, will feature a different festively-decorated parade vehicle each year to add to the series." The first vehicle — a retro red pickup truck with a bottle brush tree in the cargo bed, driven by a cheerful snowman, with "Tammy's Tree Farm" on the side — was described as ready "to deliver its haul, along with a payload of Christmas spirit." Wheels turn. The parade has one new truck per year.
The series' most charming detail went unannounced in the official descriptions: every shop name on every truck is the name of a real Hallmark Keepsake artist. Tammy Haddix's own Tree Farm starts the parade. Sharon's Bakery (#2, 2020) honors Sharon Visker, the creator of the Season's Treatings series. Kristina's Garden Center (#4, 2022) honors Kristina Kline. Nello's Music Shop (#5, 2023) honors Nello Williams. Orville's Computer Store (#6, 2024) honors Orville Wilson — and adds a tiny mouse hood ornament as the perfect finishing touch, a detail that only makes sense if you know Orville Wilson's work. Each truck is a tribute hidden in plain sight, recognizable to Keepsake insiders and charming to anyone else.
In 2023 the parade expanded: in addition to the numbered truck series (#5, Nello's Music Shop), Hallmark released three standalone parade shop buildings — Joanne's Christmas Boutique (honoring Joanne Wright), Anita's Pet Shop (honoring Anita Marra Rogers), and Gregor's Trattoria — a village addition to the parade that transforms the series from a line of trucks into an entire small-town main street.
"Each year, Tammy takes inspiration from one of her fellow artists in the Keepsake Village to create the personality and details that make the ornament so special."
— Digital Dreambook, on the Holiday Parade artist tribute conceptTammy Haddix — The Parade Is Personal
Tammy Haddix has been a Hallmark artist for over 30 years, more than 20 of them in the Keepsake Studio — and the Holiday Parade series is her most personally embedded work in the catalog. Each entry requires her to spend time with a colleague's creative world, understand their aesthetic and sensibilities, and translate it into a truck that functions as a portrait. The Nello's Music Shop truck hauls a guitar shaped like a Christmas tree with a star at the headstock because Nello Williams is a musician as much as an artist. Kristina's Garden Center truck carries a "I brake for fairies" message because that is specifically Kristina Kline's sensibility. Orville's Computer Store has a mouse hood ornament because it is the kind of detail that only makes sense if you know the work.
Haddix has spoken directly about what the series means to her: "A Keepsake Ornament is something so special that you keep it forever. Thinking about people bringing my ornaments out every year… I can't even describe how it feels. It's very touching and very emotional for me." The Holiday Parade is also the series where she turned that feeling into a gift for her colleagues — making ornaments that are not just holiday decorations but lasting, specific tributes to the artists who have worked alongside her across three decades.
Tammy's Tree Farm — 2019 (#1)
The parade starts here — a retro red pickup driven by a smiling snowman, "Tammy's Tree Farm · Hand Made Wreaths · Christmas Trees" on the side, bottle brush tree in the cargo bed, wood slats on the truck bed walls, wheels that turn. The first Holiday Parade entry is the only one named after the series' own creator, which makes it simultaneously the parade's origin story and its most self-referential truck. Tammy Haddix building a tribute to her own tree farm, handing herself the first float, and inviting her colleagues to follow.
Shop Tammy's Tree Farm — First in Series →
Sharon's Bakery #2 (2020) — "Ask for sprinkles!" · Kristina's Garden Center #4 (2022) — "I brake for fairies" · Nello's Music Shop #5 (2023) — guitar Christmas tree
The Parade Only Insiders Fully See
The Holiday Parade works on two levels simultaneously. On the first level, it is a charming series of snowman-driven vehicles with clever holiday details — a bakery truck with oversized donuts stacked like a tree, a garden center truck hauling a fairy-garden tree, a music shop truck carrying a guitar shaped like a Christmas tree. On the second level, it is a private tribute visible only to those who know the Keepsake Studio's roster: each shop name is a real artist, each detail is a portrait, each truck is Tammy Haddix saying thank you to a colleague in the most permanent form she knows.
The 2023 expansion into parade buildings — Joanne's Christmas Boutique, Anita's Pet Shop, Gregor's Trattoria — opens a third level: the series is no longer just a line of trucks but an entire town, a complete Keepsake Village main street that collectors can arrange as a diorama. Tammy had hinted at this expansion early: "Stay tuned because there are some exciting things coming soon that go with this series!" The town was always part of the plan.
For collectors who know the artists, the parade is a reunion. For collectors who don't, it is still one of the most charming ongoing series in the catalog — trucks with turning wheels, snowmen with good taste in businesses, and a small town that keeps adding shops every year.
Tips for the Collection
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01Arrange the trucks in numbered order to build the actual parade. Entry #1 (Tammy's Tree Farm) leads, followed by #2 (Sharon's Bakery), #3 (Let It Snow), #4 (Kristina's Garden Center), #5 (Nello's Music Shop), #6 (Orville's Computer Store), #7 (Lindsey's Bookshop). The parade reads left to right, trucks with turning wheels, each one rolling through the same small town on the same December evening.
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02Add the 2023 parade buildings to complete the town. Joanne's Christmas Boutique, Anita's Pet Shop, and Gregor's Trattoria are the storefronts the trucks roll past. Arrange the buildings behind or alongside the truck line for the full Keepsake Village main street effect. This is the display Tammy was planning when she hinted at "exciting things coming soon."
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03Read the fine print on each ornament to find the portrait details. Kristina's Garden Center truck reads "I brake for fairies." Sharon's Bakery reads "Made fresh daily. Ask for sprinkles!" The Nello's Music Shop truck hauls a guitar-shaped Christmas tree. Orville's Computer Store has a tiny mouse as the hood ornament. Each ornament rewards close inspection — the tribute is always in the details.
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04The 2020 Limited Edition Gingerbread Delivery is the collection's rarest entry. Released as a limited edition alongside the regular Sharon's Bakery (#2) truck, the Gingerbread Delivery truck had restricted availability. It is the entry most difficult to find in the secondary market and the one that anchors any complete Holiday Parade collection.
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05All Holiday Parade entries, 2019 through 2025, are at Already Christmas. The complete parade — trucks, shops, the limited gingerbread delivery — is in the collection. The 8th truck has not been announced. The parade rolls on.
Every Holiday Parade Keepsake — 2019 to 2025
Snowmen driving. Wheels turning. Artist tributes in every shop sign. Click any float to shop.
Tammy's Tree Farm leads the parade in 2019. Sharon's Bakery follows, asking for sprinkles. Kristina's Garden Center brakes for fairies. Nello's Music Shop hauls a guitar-Christmas tree. Orville's Computer Store adds a mouse hood ornament. Lindsey's Bookshop brings up the rear in 2025. Behind them: Joanne's Boutique, Anita's Pet Shop, Gregor's Trattoria — the village they're all rolling through.
The parade knows no artist left behind. All entries here.
✦ Part of our Series: Hallmark Keepsake Official Series, Explored ✦