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Last-minute shoppers find holiday joy and festive surprises across Jacksonville

JACKSONVILLE, Fla. – As the final hours ticked down before Christmas Eve and the first night of Hanukkah, Jacksonville shopping centers buzzed with last-minute holiday activity. News4JAX caught up with shoppers as they rushed to complete their lists—and found a festive surprise along the way.

At the TJ Maxx on San Jose Boulevard, shoppers were greeted with the soulful sounds coming from Luis Alberto, a local violinist, who filled the parking lot with music as he shared his passion for performing.

“It’s something, you know, just only the music and I express, and I try to do my best,” Alberto said. “Looking at the reaction of the people is so nice.”

For Jenny Troja, the music added a special touch to her holiday shopping experience. After finishing her last-minute purchases, she paused to enjoy the performance.

“I wish I had some cash, or even any small donation,” Troja said. “My brother is a violin player, but he’s overseas.”

She said it was something that made her evening.

Across the street at Marshall’s, the holiday spirit was alive and well, with shoppers finding what they needed despite the holiday rush. Brian Allen said he was surprised by the variety of items still on the shelves.

“There was stuff left that was surprising,” Allen said. “I thought it would be more stuff gone, but there was a lot still left to pick from.”

A constant stream of cars filled the parking lot as shoppers grabbed their final gifts at the Target in Mandarin.

Eva Dobbs shared her positive experience, noting the festive atmosphere inside the store.

“It was really great. There were short lines, everybody was in a good mood, and there were no angry shoppers, so yay,” Dobbs said. “I’m leaving still feeling festive and happy.”

Whether gifts were bought months in advance or during the last-minute rush, the holiday cheer was undeniable throughout Jacksonville.


About the Author
Ariel Schiller headshot

Ariel Schiller joined the News4Jax team as an evening reporter in September of 2023. She comes to Jacksonville from Tallahassee where she worked at ABC27 as a Weekend Anchor/Reporter for 10 months.

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