Dean Yeager said he’s always appreciated the holidays—from running a small rental decoration service to leading a mobile gift-wrapping business—he’s done it all when it comes to Christmas.

That was the case until Yeager said he wanted to open a local store that sold not just decorations but the best possible gift for everyone.

“I wanted to do my own thing,” Yeager said. “And since the excitement of Christmas was building up, it was the perfect time.”

How we got here

Santa’s Sleigh Christmas Shoppe opened in downtown New Braunfels in the summer of 2024, during what Yeager said was the “Christmas in July” busy season.

“It was the perfect spot for a little holiday shop,” Yeager said.

From there, the business only grew. From participating in yearly markets and events around town, Santa’

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