This year, much of Mast General Store’s region experienced unprecedented devastation at the hands of Hurricane Helene. While many of this year’s holiday events in Western North Carolina will look slightly different, they will still go on. Residents of the mountains will gather with hope, love, and reassurance to demonstrate the spirit of their resilient communities, just as they did in days and weeks following the historic storm. The 2024 holiday season is a reminder that the traditions that bond us are far stronger than any event that might come between us.

As we gather again at this special time of year, we celebrate the season’s magic, which brings us together – in good times and hard times – without fail. That ancient Christmas magic is seen in our children’s eyes, passed person to person as we extend friends and neighbors a helping hand, and spoken through cheerful greetings, kind words, and warm wishes.

All Mast Store locations and communities will host a Yule-full of events you and your family are invited to share in! In addition to the celebrations we have planned, you might also be able to check a few boxes off your Christmas shopping list for others or even find a few things to put on your own wish list. Join us at the Mast Store for Santa visits at several of our locations or to watch 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 goodwill to your hometown this Christmas!

Santa Claus is Coming to a Mast Store Near You!

Original Mast Store
•    Sunday, December 1st, 11 a.m. - 1 p.m.
•    Sunday, December 8th, 11 a.m. - 1 p.m.
•    Sunday, December 15th, 11 a.m. - 1 p.m.
•    Sunday, December 22nd, 11 a.m. - 1 p.m.

Mast Store Annex
•    Sunday, December 1st, 1:30 p.m. - 3:30 p.m.
•    Sunday, December 8th, 1:30 p.m. - 3:30 p.m.
•    Sunday, December 15th, 1:30 p.m. - 3:30 p.m.
•    Sunday, December 22nd, 1:30 p.m. - 3:30 p.m.

Boone
•    Friday, December 6th, 5 p.m. - 8 p.m.
•    Friday, December 13th, 5 p.m. - 8 p.m.
•    Saturday, December 14th, 3 p.m. - 5 p.m.
•    Friday, December 20th, 5 p.m. - 8 p.m.

Hendersonville
•    Sunday, December 8th, 3 p.m. - 6 p.m.
•    Sunday, December 15th, 3 p.m. - 6 p.m.

Winston-Salem
•    Saturday, December 14th, 2 p.m. - 5 p.m.
•    Sunday, December 15th, 2 p.m. - 5 p.m.
•    Saturday, December 21st, 2 p.m. - 5 p.m.
•    Sunday, December 22nd, 2 p.m. - 5 p.m.

Columbia
•    Thursday, December 5th, 4:30 p.m. – 7:30 p.m. (During December’s First Thursday)
•    Saturday, December 7th, Noon - 4 p.m. (Immediately following Carolina Carillon Parade)

Knoxville
•    Saturday, December 7th, 11 a.m. - 3 p.m.
•    Sunday, December 8th, 11 a.m. - 3 p.m.

Roanoke
•    Sunday, December 1st, 3 p.m. - 6 p.m.
•    Sunday, December 8th, 3 p.m. - 6 p.m.
•    Sunday, December 15th, 3 p.m. - 6 p.m.

Food for the Mountains

Mast General Store and Merrell renew their longstanding partnership to fight food insecurity at home, but this year brings an intensified focus. “Food for the Mountains” will provide much-needed relief to our friends and neighbors in Western North Carolina as they continue to recover from Hurricane Helene.

During the campaign, which runs until November 24th in all Mast Store locations and at Mast Store Online, Merrell will donate $15 for each pair of its footwear purchased to food security agencies with networks in Western North Carolina.

With a redirected focus from previous years of Mast Store and Merrell’s partnership, Food for the Mountains’ goal is to supply the region’s residents as quickly and efficiently as possible through the Mast Store’s local partners at Hunger and Health Coalition (Boone, NC), MANNA Foodbank (Asheville, NC), and Second Harvest Food Bank of Northwest North Carolina (Winston-Salem, NC). Also, you can increase your impact by choosing to Round UP any in-store purchase to the next dollar.
Together through Food for the Mountains, we’re fighting food insecurity in our region by providing meals to the residents of Western North Carolina for the holiday season!

Share the Warmth

The 19th year of Mast General Store and Columbia’s partnership gives us more reasons than ever to “Share the Warmth” as many Western North Carolina residents continue to recover from Hurricane Helene. Donations stay within your community, so, please, bring clean, gently-used coats, jackets, sleeping bags, or blankets to any Mast Store location until November 30th to help your neighbors stay warm through the coldest months of this unprecedented year, especially if you live in or are visiting a Western North Carolina communities. Kids’ and larger adult sizes (XL and above) are highly requested. Make the Holidays a time for giving and being considerate of those in our communities who need a little extra warmth this winter through Share the Warmth!

Holiday Parades

Asheville Holiday Jamboree
Saturday, November 23, 11 a.m.
Make plans to pack Pack Square Park and walk through a Winter Wonderland during the Asheville Holiday Jamboree. The first-ever Jamboree takes place in lieu of Asheville’s annual Holiday Parade, and it will feature many of the same participants in a new setting, including group and band stage performances, decorative tents rather than floats, and a holiday market for local businesses and food trucks. Celebrate the season as well as Asheville’s recovery and resilience at the Holiday Jamboree. Learn more HERE.

Waynesville Christmas Parade
Monday, December 2, 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. This year’s fitting theme is “Mountain Traditions: Haywood Strong.” Here are a few more DETAILS.    

Knoxville WIVK Christmas Parade
Friday, December 6, 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 at Gay and Main and ends on Magnolia Avenue.

Carolina Carillon Holiday Parade, Columbia
Saturday, December 7, 9:45 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, “A Carolina Christmas.” 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 towards the University of South Carolina Horseshoe before ending on Senate Street. Check out this SITE for more information.

Winston-Salem Ambassadors Holiday Parade
Saturday, December 7, 5 p.m.
The Winston-Salem Ambassadors host the City of Arts and Innovation’s holiday parade. The event begins at the intersection of Fourth and Poplar and continues to Liberty Street. From Liberty, it leads to Corpening Plaza, where immediately following the parade, the City of Winston-Salem co-hosts the city’s Annual Tree Lighting ceremony. Learn more HERE.

Hendersonville Christmas Parade
Saturday, December 7, 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. Visit this WEBSITE for further details.

Greenville Poinsettia Christmas Parade 
Saturday, December 7, 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 13, 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 Avenue. 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 6, 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 14, 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. This year’s event will take place in the evening, which is sure to add a glowing holiday ambiance to the festivities! 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 have volunteer groups who will wrap your gifts for a donation.

Waynesville, December 1-24
F.U.R., Feline Urgent Rescue is a non-profit, cage-free, last-chance sanctuary dedicated to the rescuing, rehabilitation, and rehoming of cats in Western North Carolina. This organization is funded almost exclusively through donations and is run mostly by volunteers.

Knoxville, December 20-22
H.A.L.T., Humans and Animals Learning Together, helps “save” dogs from local animal shelters and at-risk teens through a series of dog obedience classes. The dogs learn basic obedience commands and socialization skills while the teens gain confidence, build self-esteem, and garner important life skills.

Holiday Events & Activities by Community

Valle Crucis & Boone

Tweetsie Christmas
Friday, November 29 - Monday, December 30 (Selected Evenings)
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.

Festive First Friday and Solar Tree Lighting
Friday, December 6, 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
Saturday, November 2 – Sunday, January 5, 2025
The largest private residence in the United States welcomes the public to one of the nation’s most elegant Christmas parties. This year’s event will emphasize that Christmas is the “Season of Hope.” Choose a daytime or nighttime experience as you peruse the Christmas décor in this grand manor. Book your tickets at HERE.

National Gingerbread House Display 
Tuesday, November 19 – Sunday, January, 5, 2025
This deliciously festive event takes a temporarily altered form in 2024 due to Hurricane Helene. Although the annual competition aspect of the event has been canceled, The Omni Grove Park Inn, the event’s organizer and host, is encouraging all participants to display their awe-inspiring edible structures at local businesses throughout Asheville. Find one at the Asheville Mast Store and visit other Asheville-area businesses to see these wildly imaginative creations and take part in the region’s recovery by supporting its economy. Learn more at this WEBSITE.

NC Arboretum Winter Lights
Monday, November 18 – Tuesday, December, 31
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 is the North Carolina Arboretum’s largest fundraiser and support for the institution and its employees is especially critical this year. Here's where you'll find the DETAILS.

Hendersonville

Peppermint Bear Scavenger Hunt 
Friday, November 29 – Monday, 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 6, 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

Mistletoe Makers Market
Saturday, November 23, 10 a.m. – 4 p.m.
Following a day filled with more than 80 local craft vendors, food trucks, and lots of holiday fun, the Town of Waynesville lights its Christmas tree in the evening. Visit HERE for more information.

Smoky Mountain Christmas
Saturday, December 14, 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 take part in a scavenger hunt. 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

Lovefeast
Sunday, December 8, 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.

Old Salem’s Joy of Christmas Evening Tours
Fridays and Saturdays, November 29 – December 21
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. Purchase your tickets HERE.

A Christmas Carol: The Drone Light Show
 Saturday, December 21, 6:30 p.m.
 
The Winston-Salem Dash hosts the Piedmont Triad’s first-ever Holiday drone light show, presented by Celestial. Sure to be a Christmas spectacle to remember, 500 drones will light the sky above Truist Stadium in a visual interpretation of one of the season’s most beloved tales. Children under 3 enter for free and a variety of ticket options are available at this WEBSITE.

Columbia 

Vista Lights
Thursday, November 21, 6 p.m. – 10 p.m.
This event, now in its 39th year, 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
Friday, November 15 - Sunday, January 12, 2025, 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.  Alligator photo courtesy of Riverbanks Zoo.

Greenville

Festival of Trees
Friday, November 22 – Wednesday, December 25
The 39th annual event features stunningly decorated Christmas trees lining the entranceways of two of Downtown Greenville’s busiest hotels –  the Courtyard Marriott and Hyatt Regency – as it spreads cheer to locals and visitors alike. All proceeds benefit the Bon Secours St. Francis Cancer Center. Learn more HERE.

Kringle Holiday Village 
Thursday, December 5 - Saturday, December 7
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
Select Dates Saturday, November 23 – Monday, December 30
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 
Friday, November 29 – Monday, January 6, 2025
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 6, 13, & 20, 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. 6), Christmas Parade (Dec. 13), and the Roanoke Valley SPCA Pet Costume Contest (Dec. 20). Visit the event website for specific times and locations of activities HERE.

Knoxville

Holidays on Ice
Friday, November 29 – Sunday, January 5, 2025
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 29 – Tuesday, January 7, 2025
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 9, 5:30 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 Mary Costa Plaza at 5:30 p.m. 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…

Horton Hotel New Year’s Eve Ball Drop
Tuesday, December 31, 7 p.m. – Midnight
This swanky Boone local boutique hotel hosts a midnight ball drop from its rooftop bar. Count down the seconds to the New Year, sip a sophisticated libation, and celebrate. Or make plans to watch the rooftop ball drop from the lawn of the Jones House across the street. Either way, bundle up for a fun night of welcoming in 2025. Learn more about the party with a CLICK.

New Year’s Eve Apple Rise Family Celebration
Tuesday, December 31, 5 p.m. – 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. Start planning your visit HERE.

New Year’s Eve at the Sunsphere
Tuesday December 31, 8 p.m. - Midnight
Ring in 2025 from World’s Fair Park in Knoxville with friends and family. You’ll find food trucks, live music, a silent disco, and other free activities. This event is family-friendly and includes a ball drop from the Sunsphere at midnight. Get more INFO. Photo of New Year's Eve at the Sunsphere is courtesy of City of Knoxville Special Events.

We at the Mast Store 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!