Disney Springs has a well-known problem every Christmas season at Walt Disney World, and it is a good one. The shopping district becomes the destination for holiday retail at scale — World of Disney goes full Christmas, the Marketplace fills with ornaments, ears, and advent calendars, and by late November the whole place is genuinely hard to navigate with a shopping bag in each hand. It works in large part because Disney Springs requires no park ticket, making it accessible to resort guests, locals, off-property visitors, and anyone who wants a festive afternoon without committing to a full park day.

This year, a second Christmas retailer is joining that mix — and it is not a Disney brand.

The Date Is Official

The Hallmark Holiday Pop-Up opens at Disney Springs on October 7. Disney Parks Blog confirmed the opening in a post about the upcoming Hallmark Channel movie filmed at Walt Disney World.