More than 3,000 people turned out to see Hitchin's festive lights switched on.
Visitors enjoyed a range of Christmas activities, including stalls, a parade and of course the big switch-on from Santa himself.
The event is organised by Hitchin's Business Improvement District annually.
Hitchin BID manager Tom Hardy told the Comet: "The Christmas Tree Light Switch-On is always a popular one for our local residents.
"This year saw over 3,000 people fill the town centre to enjoy a day of carol singing, the parade, food and of course Santa turning on the tree lights!
"Later in the evening I was pleased to see the number of restaurants and eateries that were packed full of customers.
"The Christmas lights and these events are all paid for by the businesses, so please consider our town centre when shopping this Christmas. Every penny you spend locally helps support our town centre and its future prosperity."
Live music from local choirs and bands also got the crowds in the festive mood from midday to 8pm in the town centre.
Festivities will continue in Hitchin every weekend in the build up to Christmas.
This Saturday will be the Rotary Food and Wine Festival, featuring a variety of food vendors with tastes from all over the world, hosted in Market Place, with wine sellers in the town hall from 10am to 4pm.
The Art Hub Art Fair will take place on December 3, where members will exhibit and sell their work in Market Place, also 10am to 4pm.
At the same time on December 10, there will be a Hitchin Market Takeover, complete with stalls, Santa's Grotto, live music and a bouncy castle.
And finally, on Saturday, December 17 and Sunday, December 18, The BIG Weekend. There will be children's festive activities with the Giant Snow Globe, Land Train and Santa's Grotto in Market Place, from 10am to 4pm.
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