SANTA and his reindeer took time off from their busy pre-Christmas schedule to offer children a magical experience in Rotherham town centre.
Santa and his reindeer visited the town for a special parade, accompanied by the Thorpe Hesley brass band.
Coun Amy Rushforth, cabinet member for culture and tourism with event organisers Rotherham Council, said: “We were continuing the theme of a traditional Christmas in Rotheram town centre with this fantastically festive event.
“The parade is always popular and gives children and adults alike the opportunity to get close to these magical animals. It was great to have them back.”
The parade, which lasted about 20 minutes, saw hundreds of onlookers line the streets eager to catch a glimpse of the four reindeer.
Eight-year-old Simon Oakton had a special seat for the parade after winning a Magical VIP Reindeer competition.
Simon, of Broom Road, Rotherham, sat with Santa in his sleigh as the reindeer paraded them around the town.
He also won a family ticket to see the Peter Pan pantomime at Rotherham’s Civic Theatre.
Julie Brown, aged 52, manager of Greggs bakery, Effingham Street, close to the parade route, said: “We were quite busy. There was a lot more people.”
“There are a lot of people coming in and saying that it was really good.
“Anything that increases your sales is beneficial.”
The parade came to an end at a ‘viewing area’ at the town’s outdoor market, where shoppers could see the reindeer close up for the rest of the day.
A council spokeswoman said traders at the outdoor market had said they particularly enjoyed the event this year, as the reindeer stopped just next to their stalls, and were close to Santa’s grotto.