Michael Segel ’14 and Nicolas Schwalbe ’14 attend the Harvard Square Business Association’s local shopping promotion yesterday. The event included snacks, live music, and a short speech by University President Drew Faust.

Harvard students and faculty joined University President Drew G. Faust and the greater Cambridge community yesterday evening outside the Holyoke Center to raise awareness about shopping opportunities at local businesses at the second annual Crimson Shops Local event.

The day featured food and drink options from local vendors—including free Oggi’s pizza and hot apple cider—and a holiday music performance from the LowKeys, one of Harvard’s co-ed a capella groups,

Coordinators hoped the event would raise the Harvard community’s awareness about the wide range of shopping available in the square.

The Harvard community forms approximately 40 percent of business for Harvard Square merchants, according to the University.

“We want people to spend more money locally,” said Jim Gray, a board member of the Harvard Square Business Association and assistant vice president of the Harvard Real Estate Service.

“There are so many unique and interesting businesses,” Gray said. “We want [the Square] to keep its unique character.”

Executive Director of the Harvard Square Business Association Denise Jillson stressed the importance of maintaining independently owned businesses in the area.  “There are over 400 businesses in Harvard Square,” she said. “Eighty percent are locally owned.”

Upon making her appearance, Faust was welcomed with a Low Keys song dedicated to her. Following the performance, she headed over to some local shops to do some shopping of her own.

“I’ll do a lot of it in the Square,” she said.

Attendees of the event casually wandered through the festivities.

“It’s very nice to have something like this,” Sakura Huang ’13 said.  “It’s fun to enjoy the holiday spirit ... with great food and great performances.”

But Huang, who learned of the event through a friend and performer, said there was little word among students about the event beforehand.

“If only there was more publicity,” she said.