Hundreds of people assembled at Belle Vue Terrace to witness the switching on of Malvern's Christmas lights.
The mayor of Malvern, Whinray Coates, accompanied by Father Christmas, performed the honours at Friday's event, which saw Church Street and Belle Vue Terrace given over to pedestrians for over five hours.
Although the attendance throughout the evening was not as large as two years ago, a good crowd turned out to see the lights switched on
"Socially, it was a great success," said Robin Elt, chairman of Malvern Traders. "It was good for families with a lot of happiness around.
"However, trade was modest, and there were a slightly disappointing number of shops open."
A separate late night shopping event takes place tonight (Friday).
Over 200 children visited Father Christmas in his grotto behind Malvern Town Council's offices and there was also face painting, a fun fair and a bouncy castle. Other entertainment included two jazz bands and a troupe of Morris dancers.
After the lights came on, Malvern Priory choir sang hymns with the Chase Band providing musical cheer.
This year's Christmas lights included £15,000 worth of new ones bought by the town council, mainly for displays on lamp posts in Graham Road and Grange Road.
Thoughts have already turned to next year's event.
"Next year it would be nice to combine the late-night shopping with the lights being turned on," said Linda Stone, town council events officer.
Mr Elt said: "Next year, there will be a bigger promotion to encourage the shopping public to shop in Malvern with a sort of loyalty scheme."
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