Mast General Store has been inspiring letters to Santa since 1883. Each missive contains not only a child’s wishes to Santa Claus, but also their belief that those wishes will come true. Theirs is a pure belief that good things can happen, especially this time of year, as if by magic.
As we adults watch their faces glow as they wait in line to deliver their wishes to Santa, we like to believe in that magic, too. It’s a shared sense that we also experience as we gather with our neighbors along city sidewalks for festive parades and in town squares for Christmas tree lightings; attend services, plays, pageants, concerts, choir performances, and countless other holiday-themed events; or come together to lend a hand to those whose Christmas wishes for warmth, shelter, food, or safety for their families are markedly different from ours.
This holiday season, we celebrate the season’s magic, which brings us together – in good times and hard times – without fail and the belief that decency, kindness, and compassion strengthen us through shared experiences.
Join us at a Mast Store near you as we host a Yule-full of events to which you and your family are invited from Santa visits to watching 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 peace to your hometown this Christmas!
Santa Claus is Coming to a Mast Store Near You!
Original Mast Store
· Sunday, November 29, Noon – 3 p.m.
· Sunday, December 6, Noon – 3 p.m.
· Sunday, December 13, Noon – 3 p.m.
· Sunday, December 20, Noon – 3 p.m.
Boone
· Friday, December 4, 4 – 7 p.m.
· Friday, December 11, 4 – 7 p.m.
· Saturday, December 12, 4:30 – 5:30 p.m. (prior to Boone Holiday Parade, 6 – 8 p.m.)
· Friday, December 18, 4 – 7 p.m.
Hendersonville
· Sunday, December 6, 2:30 – 5:30 p.m.
· Sunday, December 13, 2:30 – 5:30 p.m.
Winston-Salem
· Saturday, December 12, 2 – 5 p.m.
· Sunday, December 13, 2 – 5 p.m.
· Saturday, December 19, 2 – 5 p.m.
· Sunday, December 20, 2 – 5 p.m.
Columbia
· Thursday, December 3, 4:30 – 7:30 p.m.
· Saturday, December 5, Noon – 4 p.m.
Greenville
· Saturday, December 12, 1 – 5 p.m.
· Sunday, December 13, 1 – 5 p.m.
· Sunday, December 20, 1 – 5 p.m.
Knoxville
· Sunday, December 20, 1 - 5 p.m.
Roanoke
· Sunday, December 6, 2:30 – 5:30 p.m.
· Sunday, December 13, 2:30 – 5:30 p.m.
· Sunday, December 20, 2:30 – 5:30 p.m.
Waynesville
· Sunday, December 6, 2 - 5 p.m.
· Sunday, December 13, 2 - 5 p.m.
Share the Warmth
The Holidays are a time for demonstrating kindness, treating all people with dignity, and helping neighbors, especially those who are most vulnerable to winter’s chill. For this year's 21st Share the Warmth campaign, supported by Columbia Sportswear, Mast General Store is asking guests to roundUP their purchases to the next dollar December 1-13 to provide critical support for local residents. Each Mast Store is partnering with a trusted non-profit to ensure neighbors have their basic needs of food, shelter, heating assistance, and winter clothing met. While you’re checking off your Christmas list in any Mast Store during Share the Warmth, please consider how even a few cents can go miles toward meeting the needs of many who’re experiencing hardships in our community!
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 retold 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 21, 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 “A Vintage Holiday.” Beginning at 10:30 a.m. viewing positions can be found along Biltmore and Patton Avenues.
Knoxville WIVK Christmas Parade
Friday, December 4, 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 on Gay Street (where you can grab your viewing spot near the Mast Store), moves to Jackson Avenue, and finishes past Covenant Health Stadium.
Carolina Carillon Holiday Parade, Columbia
Saturday, December 5, 10 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, “Light Up the Holidays.” 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.
Waynesville Christmas Parade
Monday, December 7, 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.
Winston-Salem Ambassadors Holiday Parade
Saturday, December 5, 5 p.m.
The Winston-Salem Ambassadors host the City of Arts and Innovation’s holiday parade, which includes decked-out floats, marching bands, and festive family entertainment. The event begins at the intersection of Fourth and Poplar and continues to Liberty Street. Learn more HERE.
Hendersonville Christmas Parade
Saturday, December 5, 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 5, 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 11, 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 4, 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 12, 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. These roads and their side streets will be closed to traffic, but downtown metered and public lot parking will be FREE after 3 p.m. on parade day. 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 will host special friends from their communities, who look to add some enjoyment, relaxation, and fun to your holiday season, including volunteer groups who will wrap your gifts for a donation and talented in-costume performers.
Meet Performers in The Nutcracker
Winston-Salem, November 29
Meet dancers from the classic holiday ballet, “The Nutcracker,” live and in-costume at the Winston-Salem Mast Store. These characters come to life thanks to the annual collaboration from the North Carolina School of the Arts Dance, Music, and Design & Production departments. Bring your children for a photo and a sure-to-be-cherished holiday memory when they encounter holiday magic face-to-face! Learn more about “The Nutcracker” and its 2026 performance schedule HERE.
More Holiday Events
Valle Crucis & Boone
Valle Glow
Friday, November 20
Join friends, neighbors, and visitors for an evening filled with carol singing, a tree lighting, visits with Santa, and a holiday market at the Apple Barn in Valle Crucis. Sponsored by the Valle Crucis Community Council, Valle Glow is open to everyone. Donations are accepted to keep the 65-foot tree lit during the holiday season. Learn more HERE.
Tweetsie Christmas
Selected Evenings Friday, November 27 - Wednesday, 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 27 – Thursday, December 31
Featuring favorite “new” Christmas classic movie screenings, the high-kicking Carolina Snowbelles, and a seasonal show with bluegrass legend Ricky Skaggs & Kentucky Thunder, the Appalachian Theatre has something for everyone this holiday season. Check the performance calendar HERE.
Festive First Friday and Solar Tree Lighting
Friday, December 4, 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
Tuesday, November 3 – Sunday, January 10, 2027
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 when you book your tickets HERE.
National Gingerbread House Display
Tuesday, November 17 – Sunday, January 3, 2027
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
Friday, November 13 – Sunday, January 3, 2027
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 event is the North Carolina Arboretum’s largest fundraiser for the institution and its employees. Here's where you'll find the DETAILS.
Hendersonville
Tree Lighting Ceremony & Carriage Rides
Friday, November 27
The jolly old elf himself, Santa Claus, visits the City of Four Seasons to help with the town Christmas tree lighting. Music, hot drinks, and carriage rides add ambiance for the whole family. Find out more HERE.
Peppermint Bear Scavenger Hunt
Friday, November 27 – Wednesday, 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 4, 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 21, 9 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.
A Smoky Mountain Christmas
Saturday, December 12, 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 can discover clues along the Elf Trail. 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, Friday, November 27 – Saturday, December 19
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 6, 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.
Columbia
Vista Lights
Thursday, November 19, 6 p.m. – 10 p.m.
This event 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 20 - Sunday, January 10, 2027, 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 20 – Thursday, December 26
Stunningly decorated Christmas trees line the entranceways of two of Downtown Greenville’s busiest hotels – the Courtyard Marriott and Hyatt Regency – spreading grandiose 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 3 - Saturday, December 5
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 21 – Sunday, January 3, 2027
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.
Elf on the Shelf Adventure in Downtown Roanoke
Wednesday, November 25 – Monday, January 4, 2027
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 4, 11, & 18, 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. 4), Christmas Parade (Dec. 11), and the Roanoke Valley SPCA Pet Costume Contest (Dec. 18). Visit the event website for specific times and locations of activities HERE.
Knoxville
Holidays on Ice
Friday, November 27 – Sunday, January 3, 2027
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
Friday, November 27 – Monday, January 4, 2027
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 12, 3:30 - 7:30 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 Covenant Health Park to join in. The ride winds along a route in Downtown Knoxville and ends at its starting point. Register HERE.
A Few Parties Where You Can Ring in the New Year…
Revelers ring in the new year at Knoxville's famous Sunsphere. Photo courtesy of City of Knoxville Special Events.
New Year’s Eve Apple Rise Family Celebration
Thursday, December 31, 5 – 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.
New Year’s Eve at the Sunsphere Presented by Lowe’s
Thursday, December 31, 8 p.m. - Midnight
Ring in 2027 from World’s Fair Park in Knoxville with friends and family. You’ll find food trucks, live music, a silent disco, ice skating, and other free activities. This event is alcohol-free, family-friendly, and includes a ball drop from the Sunsphere at midnight. Get more INFO.
We 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!