Lowestoft got well and truly into the festive spirit as part of a series of events designed to attract people to the town and show everything the area's small businesses have to offer.
Small Business Saturday is held across the country every year to encourage people to shop with independent traders and highlight the great work they do.
Lowestoft Vision business improvement district - which is working to improve the town centre - and the Lowestoft and Waveney Chamber of Commerce asked shoppers to get into the seasonal mood by finding the names of 23 elves hidden in shop windows.
Businesses taking part in the Elves on the Shelves competition were also challenged to create the best window display in the town, with Dunx Cycles being the favoured choice of Lowestoft mayor Stephen Ardley and deputy mayor Nick Webb.
Supporting the trail was a wide range of street entertainment including singing elves and stilt walkers performing at the Triangle Market Place.
Shoppers were also entertained with Christmas carols and Santa made his big arrival, as Palmers department store and Lowestoft Rotary Club opened the doors to Santa's Grotto.
Mr Ardley said: 'It was a great privilege to be asked to take part in judging the festive windows of Lowestoft. It was pleasing to see so many small businesses taking part. Congratulations to Dunx Cycles and thanks to the singing elves and the stilt walkers for adding the finishing touch.'
Lowestoft Vision BID manager Darren Newman added: 'The entertainment we provide in town complements the wide range of shops and services we have to create an enjoyable Christmas experience for everyone who visits Lowestoft this season.'
Do you know of a independent Lowestoft business which we should feature? Tell The Journal by calling 01502 525820 or email andrew.papworth@archant.co.uk
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