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Nancy Carlson waits for a customer while working the sidewalk sales for Nutmeg Olive Oil Company during New Milford’s Christmas in July on Friday. July 22, 2022, in New Milford, Conn.

Tammy Willis checks a price while shopping the sidewalk sales during New Milford’s Christmas in July on Friday. July 22, 2022, in New Milford, Conn.

A snowman is setup for New Milford’s Christmas in July on Friday. July 22, 2022, in New Milford, Conn.

The Nutmeg Olive Oil Company tent during New Milford’s Christmas in July sidewalk sales on Friday. July 22, 2022, in New Milford, Conn.

Nancy Carlson, right, talks with Laura Cannavaro while working the sidewalk sales for Nutmeg Olive Oil Company during New Milford’s Christmas in July on Friday. July 22, 2022, in New Milford, Conn.

NEW MILFORD - After enduring a week of 90-degree weather, New Milford residents and families couldembrace the winter holidays a few months early at the town’s second annual Christmas in July event Saturday .

Fifteen to 20 merchants in downtown New Milford are participating in the Christmas in July sidewalk sales event, held from 11 a.m. to 3 p.m. in conjunction with many activities for kids on the Green.

“Our idea is to do activities that are going to bring the people downtown and then lure them into the businesses so people can shop at the stores,” said Pat Hembrook, executive secretary for New Milford Mayor Pete Bass. “We have a lot to offer down here in terms of diversity of shops. Sometimes people forget that this is downtown. People usually show up if there’s an activity for kids, and the games are free.”

Hembrook said the mayor’s office decided to host activities for children so parents could do their Christmas shopping downtown while their children are entertained.

Organizers planned to set up six or seven different “reindeer games” — from fishing with poles shaped like candy canes to games with bean bags.

By participating in the games, the children had a chance to win a variety of prizes, many of which were Christmas-themed. As a new “reindeer game,” Hembrook said they organized races with mechanical dogs and cats.

In addition to playing Christmas-themed games with their friends and neighbors, it was hinted that the event’s attending children might catch a glimpse of Santa on an early visit to New Milford.

In downtown New Milford, Nutmeg Olive Oil Company owner Maureen Kenny set up her “Island of Misfits” tent before her store at 25 Main St. as part of the Christmas in July sales and specials. Under the tent, customers couldfind coffee cups, dish towels, Christmas items, Lazy Susans and other items for sale .

“Some of it’s seasonal, some of it’s general merchandise,” Kenny said of some of her items. “I save it all year long and I put it out there [and] recycle them as a fundraiser.”

At last year’s Christmas in July event, Kenny said the “Island of Misfits” tent raised $600 in two days. The proceeds were then divided between two New Milford charities, the Community Culinary School of Northwestern CT and Camilla’s Cupboard.

This year, she said they’ll raise money for Matthew’s Hearts of Hope and the 10U New Milford Chaos (the local 10 and under girls softball team) for their trip to the Little League World Series later this summer.

Kenny complimented Bass’s office for supporting the local businesses by having the reindeer games out for the kids on the Green during the store’s sales.

“I think any time we can highlight small businesses in the community… it’s not getting any easier because of inflation, plus you get a great deal, so it’s a win-win for everybody,” she said. “It’s fun to be a part of it and it’s a great way of getting people out and on the street.”

Among the sales and specialties to be found, Kenny’s own store displayed new Christmas merchandise while Tasty Waves offered a selection of hot and iced holiday and wintertime drinks including frozen hot chocolate, frozen peppermint hot chocolate, and peppermint mocha.

Carrie Lee Bunblasky, acting owner of Tasty Waves, said a brand their carry called Omar Coffee has created an exclusive coffee called “Holiday Cookie” that is being served to customers .

“Our hope is that it will bring a little holiday spirit for people [and] it will bring our community together,” said Bunblasky , of the town’s Christmas in July event.

“This year will be interesting because it’s so hot… but I’d like to believe (the event) brings a little bit of the spirit of giving that we feel in the winter, back into the community. I think people like to have a fun reason to come down to the green - it’s a fun gathering place for our community,” he added.

In front of Robertson’s Jewelry at 2 Bank St., customers were invited to pose for a holiday photo beside an inflatable Frosty the Snowman.

“It’s an opportunity for the local merchants to put out some bargains and enjoy sales of things that would normally be saved for the Christmastime period,” said Robertson’s Jewelry owner, Bran Tranfield. “There’s no village fair this year, so this is an opportunity for people to come down for the mini-event we create.”