The Middleburg Business and Professional Association sponsored a new event this year to encourage Christmas in Middleburg visitors to shop in the stores before and after the parades. Festive red and green balloons were available for sale and were stuffed with $50 gift certificates from member businesses in town. Visitors were asked to pay a nominal fee of $5 which was later donated to the Middleburg Humane Foundation. The balloons were such a hit, that planning has started to increase the presence for next year's parade.