From Saturday, Nov. 26 through Saturday, Dec. 3, up to 25 Branford merchants will put a bow on the best holiday gift idea in town. Participating businesses will let shoppers bid to win a one-of-a-kind, fresh-cut holiday wreath decorated with gift cards, products and items unqiue to their shop; with proceeds from all winning bids donated to Feed Branford Kids (FBK).

The Branford Merchants Holiday Stroll & Wreath Extravaganza kicks off on Shop Local Day, Nov. 26, when shoppers will spot unique wreaths on display – and up for silent bidding — at participating local businesses. It’s also the day of the town tree lighting and parade through Branford town center, noted event co-organizer Lisa Feniola.

Feniola and Anna Feniola, co-owners/managers of Polished Boutique, are teaming together Karen Jensen, director of the Blackstone Library, to coordinate the new event.

“We thought it would be a nice draw, because people can come down and visit the stores for Shop Local Day, go to one of the restaurants in the area and then see the tree lighting at night,” said Feniola.

Jensen credits the Branford Merchants Committee for coming up with the great idea to craft these considerably valuable and completely unique wreaths that also give back to the community.

“We came up with this idea at one of our committee meetings because we wanted to promote awareness of Branford merchants for the holidays, and we also thought the fact that there are kids in our community that need food is really heartbreaking,” said Jensen.

The wreaths will be on display at all participating shops through noon on Sat. Dec. 3, when silent bidding will close. That same day, a wrap party at Branford Art Center & Gallery will give bidders one more chance to make their best bid before winners are announced. Winning bidders will receive a receipt to pick up their wreaths from the merchant.

Best of all, 100 percent of every winning bid will be donated to FBK, which accepts monetary donations under the fiscal umbrella of non-profit Branford Food Pantry. Each Friday during the school year, FBK volunteers deliver food to schools, to fill backpacks of pre-school and elementary-aged kids in need with a weekend’s worth of breakfast, lunch, beverages and snacks.

In another local twist, all of the wreaths are being donated by another Branford business, Vaiuso Farms.

“They’ve generously donated 25 fresh-cut wreaths,” said Lisa Feniola, adding, “...we’re telling merchants who are participating to have fun with decorating their wreaths and make sure it’s bid-able, with items like products and gift certificates that bidders can re-gift. So they will be valuable, for sure. Our hope is that someone who loves your store, or knows someone who does, is going to look at the wreath and say, ‘I have to have that!’”

Participating Branford businesses include: Beneath the Gown, Branford Art Center & Gallery, Branford Building Supplies, Butterfly Effect, Ciarleglio Jeweler, Coldwell Banker, CT Modern, Epic, Foe Foods, Fired Up!, James Blackstone Memorial Library, Merle Norman, Myer’s Florist, North Light Gallery, Pinky Nail, Polished Boutique, Possessions, PS Stationer, Salon Refuge, soundRUNNER , TGS Outdoors, The Rock Garden, Towne Pharmacy and Trailblazer.

The unique and brand-new idea of Branford Merchants Holiday Stroll & Wreath Extravaganza is definitely a win-win-win, said Terry Elton, head of the Town of Branford’s Department of Special Projects & Economic Development.

“This is a great example of supporting local,” said Elton. “You’ve got local businesses supporting a local cause, and our community supports our businesses.”