Christmas Shopping in Union Square San Francisco 2025
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A Union Square That Feels Like It Used To
If you tried visiting Union Square a couple of years ago and left feeling a little sad about the empty storefronts and quiet sidewalks, you are not alone. I wrote about that visit and it felt like the holidays had lost a tiny bit of sparkle. So this year, when I heard Union Square was on the upswing again, I had to drive up and see for myself.
I’m happy to report that Christmas spirit is officially back.
I was relieved that Union Square did not feel scary or tense. There were police around, but not in an overwhelming way. People were shopping, taking photos in front of the tree, carrying Macy’s bags, and doing all the holiday things. It almost felt like old times, which was a nice surprise.
Getting into the city was another story. I accidentally took a wrong turn on the way in and found myself driving straight through the Tenderloin. If you are not familiar with San Francisco, the Tenderloin is exactly where you do not want to be as a solo woman in a kind of foofy car trying to get to her hotel. I had a few “what in the world did I just do” moments before I popped back out onto safer streets.
But I made it, and once I was in Union Square proper, it all felt fine.
I visited on a Saturday in mid November, which is just early enough that the crowds have not hit full holiday frenzy. Even so, the Christmas tree was already up in the center of the square, Macy’s had wreaths in the windows, and the ice-skating rink was packed. And when I say packed, I mean full of teenagers, families, couples, and at least a few adults clinging to the rail pretending they meant to skate that slowly.
They also have these adorable polar bear supports that kids can hold onto while they skate. Honestly, they should make an adult version too. That is the only way you’d catch me out there at this point in my life. Give me a polar bear walker and maybe a helmet and I will consider it.
Staying at the Beacon Grand Hotel
For this trip I stayed at the Beacon Grand on Powell Street. If you knew it back when it was the Sir Francis Drake, yes, it still has that historic glam feel. Marble everywhere, moody lighting, a lobby that looks like it has stories to tell.
Parking, on the other hand, was chaos. There were no valet spots open when I pulled up, so I had to circle the block. Pro tip: it takes about 15 minutes to get around the block, so pack your patience. The second time around, a space opened up and I could finally hand over the keys ($65 per night for parking!)
My room was the entry-level room I booked on Booking.com because it was cheaper than the hotel's website. It is a small room, but honestly perfect for a solo traveler. Clean, cozy, and about a minute away from Union Square. Check out my video tour here:
One of the reasons I chose the Beacon Grand to stay at was the location, price point , and I saw that it was voted one of the Readers Choice Top 500 Hotels in the World by Conde Naste Traveller magazine. I'm not quite sure how it earned a ranking in that group. Nothing wrong with it, just I'd think those top 500 in the world would be “fancier” or something. What do you think?
Post Room Restaurant
I grabbed dinner in the Beacon Hotel's lobby level Post Room Restaurant. It is open all day, 7AM to 9:45PM.
My New York steak and side of fries were delicious!
Starlite Restaurant and Bar
The Starlite is on the top floor of the Beacon Grand Hotel. It features a Michelin awarded chef, and acclaimed head bartender. Be sure to make a reservation here, especially on the weekend. Take a look at their menu here.
Without a reservation, I was not able to get seated when I showed up at 5:30PM on a Saturday night. Still, it's worth a visit to check out the beautiful views!
More San Francisco Hotel Recommendations
Holiday Shopping in Union Square
Macys
A little drama happened earlier this year when rumors swirled that Macy’s might leave Union Square. Thankfully, that has been put to rest. Macy’s is staying, and if you know the area, you know how important that is. It really anchors the whole square.
The holiday windows were already decorated when I visited, and the ASPCA adoption windows will be back soon. Those are the ones with the puppies and kittens that completely derail any plans you had for your day because suddenly you are trying to figure out if “cat carrier” is a reasonable same-day purchase. I will link the live camera feed once it goes up for the season so you can check on the cuteness from home.
If you're not familiar with it, Macys is a 6 floor department store with a wide range of price points. Many/most of the other stores around Union Square are very high end place where I couldn't afford to shop, so it's nice to have Macys there with their very big selection of goods at various price points.
Tiffany
Speaking of places I can't afford to buy anything… I do love to pop into Tiffany on Union Square just to look at all the sparkly, beautiful jewelry! Plus, as Holly GoLightly taught us “Nothing bad can happen to you at Tiffany's”!
More shops in or near Union Square:
Designer & Luxury Stores
- Chanel
For when you want to feel fancy even if you are only browsing while wearing comfortable walking shoes. - Louis Vuitton
The store where everyone looks like they drink sparkling water with their lunch. - Gucci
Great for window shopping and daydreaming about silk scarves that cost more than your first car. - Saint Laurent
Beautiful, moody, and filled with clothes that absolutely insist you sip martinis. - Dior
Pop in to admire the handbags and pretend you are in Paris for five minutes. - Prada
A strong “I could become a mysterious woman in sunglasses” vibe. - Valentino
If bold red dresses are your love language. - Burberry
Classic trenches, timeless style, and a reminder that plaid coats are always a good idea. - Hermes
A browsing-only situation for most of us, but fun to soak in the quiet elegance. - Fendi
Iconic logo bags that whisper “treat yourself.”
Jewelry & Watches
- Cartier
Walk in. Gasp quietly. Float out feeling glamorous. - Bulgari
Dramatic jewelry for dramatic women. - Van Cleef & Arpels
The “if I ever win the lottery” store. - Rolex Boutique
Even the way the watches tick feels expensive.
Mid-Range & Totally Buyable Stores
(For when you want to walk out with an actual shopping bag.)
- Sephora
A black hole where your money magically disappears into lip glosses. - Banana Republic
Neutral outfits perfect for travel days and grown-up wardrobes. - H&M
Trendy and budget-friendly, especially good for grabbing a sweater if the fog rolls in.
Department Stores
- Gumps
A San Francisco classic. Sparkly ornaments. Gorgeous gifts. Holiday magic on every shelf. The kind of place that makes you think you suddenly need a hand carved nutcracker. - Macy’s
Six full floors. Great prices. Holiday windows. Puppies in the ASPCA windows. Enough said. - Neiman Marcus
The famous rotunda ceiling makes you feel like you should buy something elegant, even if it is just a lipstick.
A Quick Look Inside the Saint Francis Hotel
I also popped into the Saint Francis to see what they are doing for the holidays this year. If you remember the old lobby layout, you may be surprised. The entrance now leads right into a bar with tables and booths, and the old bar and tea area off to the left has been absorbed into the restaurant.
I must admit, if I hadn't been there solo I would have launched into a “back in my day when you walked into the St. Francis lobby this was a wide open space and then the beautiful lounge was off to the left and you could get high tea there…” It's still a beautiful, classic hotel of course. Just try not to be a curmudgeon like me when you go in!
If you walk farther back, you will find the registration desk and a snack bar. That is also where the famous holiday gingerbread house is expected to be set up from now on.
Holiday Events in Union Square
Starting late November and running into December, Union Square has a full line-up of holiday events. Tree lightings, performances, Santa!, pop-up shopping, and lots of festive photo spots. It is worth checking the official Union Square website for updated schedules, especially if you want to plan your visit around a specific event.
Between December 13 – 24 there will be a 2 block Winter Walk on Stockton Street between Post & O'Farell St. The Winter Walk features Holiday Decor, food booths, a stage with famiy-friendly shows and a holiday marketplace!
Solo Travel Safety
If you are visiting solo:
- Stick to Powell, Geary, Sutter, and Stockton
- Avoid walking toward the Tenderloin after dark
- Use the Cable Car turntable as a safe landmark
Map of Mentioned Places
Final Thoughts
If you have been hesitant to visit San Francisco again, especially during the holidays, I get it. But this year's visit felt hopeful. It felt lively. It felt like the San Francisco many of us remember. The skating rink was full. The tree was glowing. Shoppers were everywhere. I found myself getting into the early Christmas spirit with the energy of it all.
If you are considering a festive day trip or a weekend stay, Union Square is a fun holiday outing again. And yes, you can absolutely go solo and feel comfortable.
Now if they would just roll out those adult-sized polar bear skating supports, I might even try a lap.
