EAST AURORA, N.Y. (WIVB) -- One of the best ways to spread holiday cheer is to sing loud for all to hear, and that's what community members can do this Saturday during the 52nd annual Carolcade in the Village of East Aurora. "When you think of those hallmark movies, when you think of it's a wonderful life and things like that, that's what it feels like. It feels like you are in one of those movies," said Victoria Sturman, Executive Director, The Great East Aurora Chambers. "No matter what your politics are, your religion, all the arguments that happen between people, it doesn't happen during Carolcade. People come and they drink hot chocolate and they sing together and you can be two months old or 95 years old, and people are just having a wonderful time." Thousands of people come together in harmony and along with their voices, they often bring their wallets to shop and support local businesses before and after the carolcade. "It has a huge impact, we always encourage our businesses to try to stay open as late as possible that day, just because of the crowds that are coming in," said Sturman. They tell us small businesses typically see a majority of their sales for the year, during the holiday season. But with thanksgiving being later this year, and the Southtowns experiencing multiple snow storms causing stores to close for those days, they encourage people to do their last minute shopping local. "These are your neighbors, these are your friends, these could be your relatives," said Don Vidler, Co-Owner & President of Vidlers 5 & 10. "They're owning and operating in stores and the local support is vital to keep us going throughout the year." Vidler says they will be open until 9 p.m. on Saturday and on Monday for last minute Christmas shopping. Carolers are encouraged to spend the day in the village, by shopping, supporting local restaurants, or by stopping by their first "Holiday Magic in the Village" that is being held on the other side of Main Street, in the parking lot behind Bar Bill, Saturday afternoon from 1-4 p.m. The Holiday Magic in the Village will have holiday animal meet and greets with Hawk Creek, Kester's Farm and Siberian Husky Club of the Niagara Frontier. There will be live music caroling and performances, sweet treats and hot cocoa, and holiday touch a truck. Both the Holiday Magic in the Village, and the Carolcade are free. The Carolcade starts at 7-8 p.m. on Main Street of East Aurora, in front of Vidlers 5 & 10. For more information about these events and more visit The Greater East Aurora Chamber of Commerce website here. Latest Local News East Aurora’s annual Carolcade returns for 52nd year 1 dead in small plane crash in Aurora near Dion Dawkins’ house Buffalo man accused of using tow truck to steal cars Arrest made in stabbing on Wyoming Avenue, victim critical Jury deliberations begin Friday in high-profile trial for Pharaoh’s strip club owner Hope Winter is a reporter and multimedia journalist who has been part of the News 4 team since 2021. See more of her work here.