FAMILIES packed into the centre of Bradford on Avon to see Kellogg's character, Tony the Tiger, and Olympic swimming star, Nick Gillingham, switch on the town's Christmas lights.
The main event was staged in Westbury Gardens on Tuesday evening and shops stayed open late to add to the festive atmosphere.
Holly Trinity Church Choir and the Trowbridge and District Youth Band entertained late night shoppers with carols and Christmas music.
Alison James, president of Bradford Chamber of Commerce, which organised the event, said: "It was packed. There was a really good turnout and the shops were ever so busy. It was a very good evening.
"Tony the Tiger and Nick Gillingham were a success and the lights looked lovely."
Mayor Vicky Landell Mills: "The lights were lovely and there were a lot of people. It was a lovely evening for late-night shopping."
Malcolm Tillion, of Tillions in The Shambles, said the evening was a great success in spite of the traffic problems caused by road works in St Margaret's Street, and he was snowed under with customers.
Mr Tillion said: "It was absolutely excellent. There were hundreds and hundreds of people. I was told you couldn't see a blade of grass in Westbury Gardens when the lights were being switched on.
"The event brings people out and is something different for the town. I think people thoroughly enjoy it."
Among the attractions was Father Christmas, whose grotto was in the doorway next to Tillions.
Mr Tillion said: "It was marvellous. They were queuing right down to the post office to see him.
"From a shopkeeping point of view, the night was good for business because husbands, wives and families came in together which doesn't often happen.
"It was a very social atmosphere and people were very happy. Everybody who came here was given a glass of mulled wine and a mince pie."
Before the switch-on ceremony, Tony the Tiger and Mr Gillingham presented prizes to winners of the town's Christmas lights poster competition.
The winners were: 1 Keziah Bailey, 2 Sarah Plant and 3 Emma Philpott.
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