LORD Bath and Neil and Christine Hamilton were among the crowds enjoying some festive fun at Malmesbury's annual late night shopping and Christmas lights event.
The trio were in the town on Friday to open the High Street's new organic food store, the Wild Food Company, run by filmmaker Stewart Sharpe.
Hundreds of people took to the streets, basking in the glow of the town's brand new LED lights.
Youngsters queued patiently outside Santa's grotto, as they waited to inform him of their wish list for Christmas morning.
Fire jugglers, carol singers and Morris dancers all helped keep revellers entertained.
An artificial snow machine, sponsored by Ian Nurden builders, added to the festive atmosphere.
The Kennet Vale Band performed in the High Street, while Malmesbury School's "Souled Out" band played an hour's set in the Market Cross.
The Hamiltons, who live in Hullavington, said it was a wonderful event for a charming town.
"I think it's a great night," said Mrs Hamilton. "There is a terrific atmosphere.
"It's just splendid with everyone walking in the streets and enjoying themselves.
"Everyone is joining in and the children are all having a wonderful time, which is fantastic."
Mr Hamilton added: "It's a lovely night. Malmesbury is my favourite town in the whole of England.
"I have always loved it, because it has a wonderful atmosphere and it has kept its charm over the years."
Youngsters were kept entertained by the fairground rides set up in the Market Cross.
"Naked Gardener" Barbara Pollard was fully clothed as she braved the crisp night air to judge the best dressed window competition, which went to The Cherry Tree, on the High Street.
Hyam's Autos served hot soup to the crowds, while Franchesca Caton, the new owner of Stitchcraft, had mulled wine on offer outside her store.
Town crier David Shelley was also patrolling the streets.
The event was organised by the Malmesbury Chamber of Commerce.
Secretary Lesley Thomas said: "It was a really good atmosphere and it all seemed to go well."
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules hereComments are closed on this article