For 20 years, Christmas in Cowtown has brought holiday shoppers to Fort Worth while helping the Junior League of Fort Worth give back to the community. The annual market returns this year with 235 merchants and a milestone of more than $10 million raised for local community organizations since its debut in 2007.

Founded in 1929, JLFW is a nonprofit organization created by women as an opportunity to grow their leadership skills through volunteering with local charities. With countless projects and events held each year, Christmas in Cowtown is the organization’s largest event. 

This year, Christmas in Cowtown’s theme is “A Timeless Tradition,” and their 235 merchants will be offering a variety of products from clothing and décor to kitchen finds and original art pieces. 

Emily Dykes, one of JLFW’s 2026 co-chairs, was slated for her position nearly two years ago. Alongside her co-chair, she leads each of the event’s 13 subcommittees of volunteers. 

October 3-6, 2007 Christmas in Cowtown Souvenir Program Cover. (Photo Courtesy of Junior League of Fort Worth)

Dykes shared a quote from the 2007 co-chairs Paige Pate and Sandra Tuomey: “We’re not just planning an event, we’re planning an outcome.” She said the quote helps volunteers remember the “why” behind events like Christmas in Cowtown and the impact their work has on community partners.

“We want to be really intentional this year about honoring not only the women that have pulled off Christmas in Cowtown this year, but all the women that have made it what it is over the last 20 years,” said Dykes.

Pate and Tuomey, along with the rest of JLFW, plan to honor the hard work and dedication of 2007 sustaining advisor, Jean Roach. She is this year’s honorary chair for Christmas in Cowtown and plans to light the tree for opening night on Wednesday.

JLFW 2026-27 president, Alli D’Acosta, expressed her pride in JLFW and all the organization has accomplished this year and over the past 20 years. “To see the joy and traditions that shoppers have and making Christmas in Cowtown what it is is really special to me,” she said. 

Beyond the exciting experience shopping and crossing names of holiday lists, shoppers’ support directly impacts the community. Nine nonprofit agencies were selected to receive funding from JLFW in 2026: ACH Child and Family Services, Cristo Rey Fort Worth, Fort Worth Museum of Science and History, Fort Worth Youth Orchestra, Gladney Center for Adoption, Ronald McDonald House of Fort Worth, Spotlight Cast & Crew, Stone’s Throw Farm Co., and Wings of Hope Equitherapy.

For the women behind Christmas in Cowtown, the five-day shopping event represents more than holiday shopping. Each sale, volunteer hour and carefully planned detail contributes to the larger goal that has defined JLFW for nearly a century: giving back to the Fort Worth community.

The Christmas in Cowtown Market takes place at Will Rogers Memorial Center.

2026 Christmas in Cowtown Market hours. (Photo courtesy of Christmas in Cowtown)