CHRISTMAS cheer was in abundance on Saturday when Santa arrived in Devizes on a Wadworth dray.

Crowds braved cold and windy weather to take part in the Sidmouth Street Christmas Festival which took its theme from Dickens' A Christmas Carol.

Traders dressed in Victorian costumes and the whole street was transformed into a yule tide extravaganza with entertainers, stalls and sideshows.

Devizes Town Band got the party started at 11.30am ready for Father Christmas to make his grand entrance pulled on a dray by the Wadworth shires.

Town councillor and gallery owner John Parker, who helped organise the festival, said: "It was a truly magical moment. The whole event was fantastic and well worth the effort involved.

"We wanted to put Sidmouth Street on the map and we succeeded in doing that. It was all about letting people know about the shops that are in the this part of town.

"There were lots of people about all afternoon but by 5.30pm the weather meant that most people called it a day so next year we will learn from that and finish earlier."

The event was officially opened by Mayor Roger Giraud-Saunders just after Santa made his appearance and this was followed by a number of performances by singers and musicians in Albion Place.

A magician also entertained the crowds along with stunt cyclist Grant 'Chopper' Fielder who did tricks on a mobile ramp. The windy weather curtailed some of his more complicated routines but still left the crowd impressed.

Brian Roberts-Phare from Devizes Bikes N' Boards, who arranged for him to appear, said: "He is capable of much more elaborate tricks but the high winds meant he had to put safety first."

Another highlight of the day was the turn on of the Christmas tree lights in Albion Place by Santa.

Mr Parker said the festival had helped to showcase the number of independent businesses in Devizes and the model of creating small committees of traders to promote particular areas had inspired others to follow suit.

He said: "The initiative is being supported by the town council and other similar events are likely to happen next year in areas such as The Wharf."