As we gather again at this special time of year, we celebrate the season’s magic, which brings us together – in good times and hard times – without fail. That ancient Christmas magic is seen in our children’s eyes, passed from person to person as we extend friends and neighbors a helping hand, and spoken through cheerful greetings, kind words, and warm wishes. 

All Mast Store locations and communities will host a Yule-full of events to which you and your family are invited! In addition to the celebrations we have planned, you might also be able to check a few boxes off your Christmas shopping list for others or even find a few things to put on your own wish list. Join us at the Mast Store for Santa visits at several of our locations or to watch your town’s holiday parade from underneath our front awning. We hope this special time of togetherness uplifts you and yours and brings tidings of comfort, joy, and goodwill to your hometown this Christmas! 

Santa Claus is Coming to a Mast Store Near You! 

Original Mast Store 
•    Sunday, November 30, 11 a.m. - 1 p.m. 
•    Sunday, December 7, 11 a.m. - 1 p.m. 
•    Sunday, December 14, 11 a.m. - 1 p.m. 
•    Sunday, December 21, 11 a.m. - 1 p.m. 

Mast Store Annex 
•    Sunday, November 30, 1:30 p.m. - 3:30 p.m. 
•    Sunday, December 7, 1:30 p.m. - 3:30 p.m. 
•    Sunday, December 14, 1:30 p.m. - 3:30 p.m. 
•    Sunday, December 21, 1:30 p.m. - 3:30 p.m. 

Boone 
•    Friday, December 5, 5 p.m. - 8 p.m. 
•    Friday, December 12, 4 p.m. - 7 p.m. 
•    Saturday, December 13, 3 p.m. - 5 p.m. 
•    Friday, December 19, 5 p.m. - 8 p.m. 

Hendersonville 
•    Sunday, December 7, 2:30 p.m. - 5:30 p.m. 
•    Sunday, December 14, 2:30 p.m. - 5:30 p.m. 

Winston-Salem 
•    Saturday, December 13, 2 p.m. - 5 p.m. 
•    Sunday, December 14, 2 p.m. - 5 p.m. 
•    Saturday, December 20, 2 p.m. - 5 p.m. 
•    Sunday, December 21, 2 p.m. - 5 p.m. 

Columbia 
•    Thursday, December 4, 4:30 p.m. – 7:30 p.m. (During December’s First Thursday) 
•    Saturday, December 6, Noon - 4 p.m. (Immediately following Carolina Carillon Parade) 

Knoxville 
•    Sunday, December 7, 11 a.m. - 3 p.m. 
•    Sunday, December 14, 11 a.m. - 3 p.m. 

Roanoke 
•    Sunday, December 7, 2 p.m. - 5 p.m. 
•    Sunday, December 14, 2 p.m. - 5 p.m. 
•    Sunday, December 21, 2 p.m. - 5 p.m. 

Waynesville 
•    Sunday, December 7, 2 p.m. - 5 p.m. 
•    Sunday, December 14, 2 p.m. - 5 p.m. 

Share the Warmth 

Mast General Store and Columbia Sportswear are again asking customers, guests, and community members to check their closets for coats or jackets looking to become someone else’s new favorite jacket. Now in its 20th year, Share the Warmth has given new purpose to old coats to help ensure our neighbors stay warm during the winter. Donations stay within our communities, so, please, bring clean, gently loved coats, jackets, sweaters, or blankets to any Mast Store location until November 30th. Kids’ and larger adult sizes (XL and above) are always highly requested. Make the Holidays a time for giving and being considerate of those in our communities who need a little extra warmth this winter through Share the Warmth! 

Book Signings 

Jimmy Proffitt is a passionate, self-taught chef and foodie born in the Shenandoah Valley. He discovered cooking in high school and shares his love for a good story, traditional foods, and the Appalachian way of life in the pages of Seasoned in Appalachia. 

He is a contributing writer for Okra, Southern Cast Iron, and a Taste of the South, and has also compiled four single-subject recipe books for The Old Mill in Pigeon Forge, where he works as the brand manager and historian. 

Several Mast Stores are hosting cookbook signings. This book makes a perfect gift for cooks and people who enjoy the story behind the food.  

•    Greenville – Saturday, November 1, 1 p.m. - 3 p.m.
•    Waynesville – Friday, December 5, 5 p.m. - 7 p.m. 
•    Knoxville – Saturday, December 6, 1 p.m. - 3 p.m.
•    Asheville – Saturday, December 13, 1 p.m. - 3 p.m. 

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Landon Bryant lovingly but astutely reinterprets “Southernisms” for a modern audience at home and beyond. A popular young author and social media sensation, his book titles like Bless Your Heart: A Field Guide to All Things Southern and ’Twas the Night Before Christmas, Y’all, convey the Mississippi native’s position among a new generation of cultural ambassadors to the Old South. 

•    Knoxville – Monday, November 3, 6 p.m. - 8 p.m. 
•    ADDITIONAL DATE: Knoxville – Sunday, December 14, 4 p.m. - 6 p.m.

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Brian Hester, a Boone native, shares the story of Maya, a young African-American woman, who plots her journey of self-discovery and resiliency through fly fishing with the help of her mentor Ed, in his recently released book She Talks to Fish. Brian was inspired to write this book with the help of author and storyteller Barbara Beam after seeing a fly fishing club he started at a high school where he taught graphic arts grow from an all-male, all-white club to one that is inclusive, welcoming, and vibrant with members from all backgrounds. Their goal is to help people learn to embrace and overcome the circumstances life throws at them and to introduce the beauty of fly fishing to a more diverse audience.

Boone - Saturday, December 13, 11 a.m. - 2 p.m.

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Author Tom Poland showcases off-the-beaten-path attractions of yesteryear as well as majestic natural landmarks throughout South Carolina and its neighboring states.
 
Featuring historic points of local interest, nature’s uniquely beautiful phenomena at our backdoor steps, and nostalgic, kitschy roadside ephemera, Poland guides curious travelers to destinations full of fleeting charms and often-forgotten splendor that allow us to rediscover – or experience for the first time – the wonder of home.

Tom's books make excellent gifts for travelers, historians, and those curious about the region in which they live. 

Columbia - Saturday, December 13, 11 a.m. - 3 p.m.

Start a New Family Tradition – Choose & Cut Christmas Trees 

The best way to know you have the freshest tree possible is to find it yourself. And the experience of "the hunt" makes many memories that are sure to be told and re-told for Christmases to come. Many choose and cut farms offer much more than just the opportunity to cut your tree; they have roping, wreaths, and some have hayrides, hot chocolate, and perhaps a visit with a jolly old elf from the North Pole. Plan to make your trip to the fields early and call ahead to verify hours of operation, availability of trees, etc. Many farms are sold out of their supply of trees by, or sometimes before, Thanksgiving.   

NORTH CAROLINA  

North Carolina Christmas Tree Growers Association Search for Trees 
Watauga County Christmas Tree Growers Association Choose and Cut Farms   
Avery County Choose & Cut Farms  
Haywood County Choose & Cut Farms  

SOUTH CAROLINA  

South Carolina Christmas Tree Farms  

TENNESSEE  

Tennessee Cut-Your-Own Christmas Tree Farms  

VIRGINIA  

Virginia Christmas Tree Growers Association   

Parades 

Asheville Holiday Parade 
Saturday, November 22, 11 a.m. - 2 p.m. 
Welcome the holidays with marching bands, floats, and the arrival of the season’s special guests from the North Pole, Santa and Mrs. Claus. This year’s theme is “Toyshop Whimsy.” Beginning at 10:30 a.m. viewing positions can be found along Biltmore and Patton Avenues.  

Waynesville Christmas Parade 
Monday, December 1, 6 p.m. 
Grab the perfect viewing spot along Main Street’s sidewalk and catch some candy tossed from floats passing by as you await the annual appearance of Jolly Old St. Nick. Remember, cars must be removed from Main Street prior to 6 p.m. on parade night.    

Knoxville WIVK Christmas Parade 
Friday, December 5, 7 p.m. 
Lighted floats, bands, festively festooned characters, and a certain red-clad visitor from the most northern point on the globe bring the holiday spirit to Downtown Knoxville. The parade route starts at Gay and Main and ends on Magnolia Avenue. 

Carolina Carillon Holiday Parade, Columbia 
Saturday, December 6, 9:45 a.m. 
Entries from across the Palmetto State, including drill teams, cheer squads, marching bands, and more, usher in the holidays with flair for the year’s theme, “Making Merry Memories.” This is the official holiday parade of South Carolina, and you can catch it beginning at the corner of Sumter and Laurel as it proceeds toward the University of South Carolina Horseshoe before ending on Senate Street. Check out this SITE for more information. Photo from the Carolina Carillon Parade Facebook page.

Winston-Salem Ambassadors Holiday Parade 
Saturday, December 6, 4:45 p.m. 
The Winston-Salem Ambassadors host the City of Arts and Innovation’s holiday parade. The event begins at the intersection of Fourth and Poplar and continues to Liberty Street. Learn more HERE.  

Hendersonville Christmas Parade 
Saturday, December 6, 6 p.m. 
The Hendersonville Merchants and Business Association hosts the annual Christmas Parade, which culminates with the arrival of Santa Claus! Watch floats and marching bands proceed along Main Street under the glow of Christmas lights in this picturesque mountain town. This year’s theme is “Light Up the Night.” Visit this WEBSITE for further details.  

Greenville Poinsettia Christmas Parade  
Saturday, December 6, 6:30 p.m.  
This long-running event has brought holiday cheer to Greenville for more than 75 years with performances, floats, dancing groups, marching bands, and more, who compete for the parade’s annual top honors. Its primary route follows Main Street in Greenville’s gorgeous downtown district. Plan for your experience HERE.  

City of Roanoke Christmas Parade 
Friday, December 12, 6:30 p.m. 
Part of the Delta Dental Dickens of a Christmas series, the parade starts at Jefferson Street at Elm Avenue, turns onto Campbell Avenue where it passes Market Square, and ends at Williamson Road. If you simply can’t wait for the floats and bands to ring in the holidays, Dickens of a Christmas officially kicks off the season the Friday prior to the parade, December 5, with the city’s Christmas Tree Lighting, which takes place on Salem Avenue behind the Market building at 5:30 p.m. This ceremony features live stage performances the entire family will love. Here's where to FIND MORE INFO on the parade and Dickens of a Christmas.   

Boone Holiday Parade 
Saturday, December 13, 6 p.m.  
Catch the Yuletide spirit and a glimpse of Santa Claus when he makes his long-awaited arrival in Boone. The parade begins at the Poplar Grove Connector, travels east along King Street through Downtown Boone, and ends at Hardin Street. Last year’s nighttime parade proved so successful that the parade will again glow with holiday ambiance. Learn more HERE.  

Take a Breath amidst the Holiday Rush

No matter how you and your family celebrate this special season, take a minute to slow down and appreciate what’s around you. This is a season of gratitude, and it should take us all a moment to count our blessings even at the end of a difficult year. 

If you’d like a little extra time to relax after checking a few boxes on your Christmas list, a few of our stores have volunteer groups who will wrap your gifts for a donation.

Waynesville, November 29-December 24
F.U.R., Feline Urgent Rescue is a non-profit, cage-free, last-chance sanctuary dedicated to the rescuing, rehabilitation, and rehoming of cats in Western North Carolina. This organization is funded almost exclusively through donations and is run mostly by volunteers.

More Holiday Events

Valle Crucis & Boone 

Tweetsie Christmas 
Selected Evenings Friday, November 28 - Tuesday, December 30 
Get your season on track with activities the entire family will love, including a majestic nighttime, Christmas-themed, open-air train journey along a three-mile route lined with one million lights, amusement rides, musical performances, and a Gingerbread House featuring live tin soldiers, elves, and, of course, Santa and Mrs. Claus. Plan your visit and get your tickets HERE.  

Holiday Happenings at the Appalachian Theatre 
Friday, November 28 – Wednesday, December 31 
From a children’s show put on by the Barter Players and performances by the high energy, high kicking Carolina Snowbelles to cozy productions of A Christmas Carol by Candlelight and a retro way to ring in the New Year, the Appalachian Theatre has something for everyone. Check the performance calendar HERE.  Photo from the Carolina Snowbelles Facebook page.

Festive First Friday and Solar Tree Lighting 
Friday, December 5, 5 p.m. – 8 p.m. 
The Town of Boone and the Jones House offer carriage rides, “snowball” fights, carolers, holiday treats, and visits with Santa and Mrs. Claus as the community lights its solar Christmas tree. Learn more HERE.  

Asheville 

Christmas at Biltmore 
Saturday, November 1 – Sunday, January 4, 2026 
The largest private residence in the United States welcomes the public to one of the nation’s most elegant Christmas parties. Choose a daytime or nighttime experience as you peruse the Christmas décor in this grand manor. Plus, there’s still time to catch the King Tut exhibit. Book your tickets HERE.  

National Gingerbread House Display  
Tuesday, November 18 – Sunday, January 4, 2026 
This sweet and creative event is back at the Omni Grove Park Inn. For more than three decades, the National Gingerbread House Competition has showcased magical creations built by people of all ages. Learn more at this WEBSITE.  

NC Arboretum Winter Lights 
Saturday, November 15 – Sunday, January 4, 2026 
More than one million dazzling lights create a spectacular atmosphere for an open-air winter’s stroll. Enjoy food, cocoa, and live music each night as well. This is the North Carolina Arboretum’s largest fundraiser and support for the institution and its employees is especially critical this year. Here's where you'll find the DETAILS. 

Hendersonville 

Peppermint Bear Scavenger Hunt  
Friday, November 28 – Tuesday, December 23 
Peppermint Bear’s cubs got lost on their recent shopping trip to Downtown Hendersonville. Can you help her locate them? Pick up a Scavenger Hunt brochure from the Welcome Center and complete the hunt to be eligible for prizes. Learn more about this free community activity by following this LINK.  

Olde Fashioned Christmas 
Friday, December 5, 5 p.m. – 8 p.m. 
It’s an old-fashioned holiday open house in Downtown Hendersonville. Sample holiday treats, wrap up your holiday shopping (or get started), take a carriage ride, enjoy a meal with the family, and meet up with friends and neighbors. See more offerings HERE.  

Waynesville 

Jingle Bell Craft Market 
Saturday, November 15, 7 a.m. – 3 p.m. 
Get a head start on your holiday shopping at the Jingle Bell Market. The event is held at the Smoky Mountain Event Center and features handmade jewelry, boutique clothing, traditional crafts, and more made by folks from Western North Carolina. Here are a few more DETAILS.

Smoky Mountain Christmas 
Saturday, December 13, 6 p.m. – 9 p.m. 
The magic of Christmas is a real thing in Downtown Waynesville, and the Mast Store stays open late offering apple cider and cookies to guests while kids take part in a scavenger hunt. Along Main Street, you’ll see hundreds of luminarias, carolers strolling from threshold to threshold, and you may even hear a spontaneous recitation of “A Visit from St. Nicholas.” Learn more with just a CLICK. 

Winston-Salem 

Old Salem’s Joy of Christmas Evening Tours 
Selected Dates, November 28 – December 20 
One of Old Salem’s most cherished events of the year, the Joy of Christmas Evening Tours allow visitors to experience the season in 19th-century fashion as they walk along cobblestone streets and wooden bridges with overhanging Moravian stars. Learn MORE & PURCHASE tickets. 

Lovefeast 
Sunday, December 7, 7 p.m. 
The Lovefeast is a Moravian tradition based on the principle of welcoming the entire community to break bread together. Embracing its city’s Moravian roots, this service at Wake Forest University extends an open invitation to all people in Winston-Salem who desire to celebrate Christmas in harmony. Visit the university’s WEBSITE for more information. If you can't attend in person, you can make your own buns and coffee at home.

A Christmas Carol: The Drone Light Show 
Saturday, December 20, 6:30 p.m.  
The Winston-Salem Dash hosts the Piedmont Triad’s first-ever Holiday drone light show, presented by Celestial. Sure to be a Christmas spectacle to remember, 500 drones will light the sky above Truist Stadium in a visual interpretation of one of the season’s most beloved tales. Children under 3 enter for free and a variety of ticket options are available at this WEBSITE. Photo from Winston-Salem Dash Facebook.

Columbia  

Vista Lights 
Thursday, November 20, 6 p.m. – 10 p.m. 
This event, celebrating its 40th anniversary, serves as the annual opening of Columbia’s holiday season. The neighborhood open house showcases more than 60 galleries, shops, and restaurants and features live entertainment, which culminates with the lighting of the Vista Christmas tree. Get the holiday party started HERE. 

Wild Lights at Riverbanks Zoo 
Selected Evenings, Friday, November 21 - Sunday, January 11, 2026, 5 p.m. – 9 p.m. 
This walk-through light experience invites guests to stroll South Carolina’s largest zoo and discover more than 60 larger-than-life, handcrafted, nature-inspired, glowing lanterns. Reserve tickets at this WEBSITE.  

Greenville 

Festival of Trees 
Friday, November 21 – Thursday, December 25 
The 40th annual event features stunningly decorated Christmas trees lining the entranceways of two of Downtown Greenville’s busiest hotels –  the Courtyard Marriott and Hyatt Regency – as it spreads cheer to locals and visitors alike. All proceeds benefit the Bon Secours St. Francis Cancer Center. Learn more HERE. 

Holiday Fair and Kringle Village  
Thursday, December 4 - Sunday, December 7 
The Greenville Convention Center transforms into a European Holiday Market filled with a broad selection of handcrafted gifts made by local artisans, live music performed by Upstate musicians, and a Kids’ area of Kringle-approved fun. It’s a fundraising event put together by the Rotary Club of Greenville that uplifts the entire community. Find out more HERE. 

Roanoke 

Illuminights Winter Walk of Lights 
Selected Dates, Saturday, November 22 – Sunday, January 4, 2026 
Explore a whimsical world glittering with more than 650,000 lights that lead along a half-mile trail while taking in the sights and sounds of the season. Among the many family-oriented featured attractions on select nights are a Snowville Miniature Christmas Display, an artisan market, and a Santa experience. Food trucks, beverage carts, and marshmallow roasting are also available, so come ready for a seasonal snack. All proceeds from ticket sales to this Winter Wonderful support Center in the Square and Explore Park; learn more at this WEBSITE. Photo from Roanoke Parks & Recreation Facebook page. 

Elf on the Shelf Adventure in Downtown Roanoke  
Friday, November 28 – Monday, January 5, 2026 
Pick up a passport from one of the Scout Elf locations in Downtown Roanoke and start your hunt. Once you’ve found all 16 Scout Elves and collected all their stamps in your passport, drop it off at the official Elf Adoption Center – the Mast Store on Jefferson Street, and you could win $1,000. Here are the DETAILS.  

Dickens of a Christmas 
Fridays, December 5, 12, & 19, 6 p.m. – 10 p.m. 
Delta Dental’s Dickens of a Christmas is the Roanoke Valley’s largest holiday celebration. This merry multi-week event showcases the City of Roanoke’s Christmas Tree Lighting (Dec. 5), Christmas Parade (Dec. 13), and the Roanoke Valley SPCA Pet Costume Contest (Dec. 19). Visit the event website for specific times and locations of activities HERE. 

Knoxville 

Holidays on Ice 
Friday, November 28 – Sunday, January 4, 2026 
Outdoor ice skating is a rarity in sunny Tennessee, so it’s best to take advantage of the fun while it lasts throughout the holiday season. Multiple themed nights keep the music going and the thrill at its peak as you glide across the ice with friends and family. Rental skates are available and a signed waiver is required. Find more information HERE. 

Elf on the Shelf Adventure in Downtown Knoxville  
Saturday, November 29 – Monday, January 5, 2026 
Those cute, mischievous, watchful elves like Twinkle, Sprinkles, and Peppamint Cocobee also made their way to Knoxville for the Holidays. Pick up a North Pole Pass at the Mast Store or the Knoxville Visitors Center and turn it in once you’ve spotted elves in at least 20 downtown locations for a chance to win a prize from Mast, the Santa-Approved Scout Elf Adoption Center. Find out more HERE.  

Tour de Lights 
Saturday, December 13, 5:30 p.m. 
This family-friendly, human-powered, rolling parade is sponsored by Bike Walk Knoxville and Visit Knoxville. Decorate your bike, find a fun holiday-themed costume, and head over to Mary Costa Plaza at 5:30 p.m. to join in. The ride winds along a route in Downtown Knoxville and ends at its starting point. Register HERE. Photo by John Becker.

A Few Parties Where You Can Ring in the New Year… 

New Year's Eve at the App Theatre, featuring Thurston Howell 
Wednesday, December 31, 8 p.m. – After Midnight 
Ring in the New Year with a nostalgic odyssey to the sounds of the 1970s and 80s. Captained by J.P. Silky Lents, Yacht Rock band Thurston Howell ensures cruise accompanied by favorite songs from Toto and Michael McDonald to Hall & Oates and Steely Dan. Tickets include dancing, party favors, photo booth, live viewing of the Times Square Ball Drop, and a midnight champagne toast. Get your tickets early and set sail HERE.  

New Year’s Eve Apple Rise Family Celebration 
Wednesday, December 31, 5 p.m. – 7 p.m. 
This family-friendly event ushers in the New Year early with hot cocoa, a DJ dance party, and crafts. Join in the Apple Rise Countdown at 7 p.m. from the steps of the Historic Courthouse in Downtown Hendersonville. Start planning your visit HERE. 

New Year’s Eve at the Sunsphere Presented by Lowe’s 
Wednesday, December 31, 8 p.m. - Midnight 
Ring in 2026 from World’s Fair Park in Knoxville with friends and family. You’ll find food trucks, live music, a silent disco, and other free activities. This event is family-friendly and includes a ball drop from the Sunsphere at midnight. Get more INFO. Photo of New Year's Eve at the Sunsphere is courtesy of City of Knoxville Special Events. 

 

We at the Mast Store hope you’re able to share the season’s best moments and most joyful experiences with the ones you love. As we come together across many miles or just across town, remember to share the kindness, generosity, and the peace of the holidays with your neighbors and friends. Merry Christmas and Happy Holidays to you and yours from the Mast Store!