Two symbolic characters at the centre of Auckland’s historic Farmers Santa Parade are turning out for the 91st time, delighting families who will fill the footpaths on Sunday 24 November (rain day 1 December).
The parade may have become bigger and brighter in 91 years, but the philosophy introduced by Farmers founder Robert Laidlaw in 1933 remains the same – a gift of fantasy and fanfare for the children of Auckland.
The star of the show is always Santa himself, but Queen Street has also been a constant presence throughout 91 years in the life of this legendary parade, believed to be one of the most enduring in the southern hemisphere.
Santa and his reindeer.
Queen Street has evolved over the decades. Once it was a four-lane street with narrow footpaths on either side. Now it is a two-lane, plant-filled boulevard hosting a more intimate festive parade.
But the character expected to rival even the longest-serving players is favourite television pup Bluey, who is joining Auckland’s Farmers Santa Parade for the first time. Fans will see the much-adored Bluey in person on her own float in the parade. Bluey and Bingo will later bring their live interactive experience to Santa's Party at the close of the parade.
Bluey and Bingo on stage.
Deputy Mayor of Auckland, Desley Simpson, will also participate in the parade.
“Every year, the Farmers Santa Parade brings the centre of Auckland to life, filling our city with joy, wonder, and community spirit. It’s a time for families, friends and whānau to come together and welcome the magic of the season.
“This parade is more than an event; it’s a beautiful reminder of the unity and vibrancy that define our Auckland community,” Councillor Simpson says.
A new entrant in the parade this year will be the city centre’s newest elves – a team of community wardens who cast a watchful eye over city centre streets and spaces every day and night. The wardens are from the Auckland Council Community Safety Team, New Zealand Police, Māori wardens, Community Patrols NZ and Auckland Transport.
They will decorate their uniforms with Christmas tinsel for the occasion and walk with their families, accompanying Deputy Mayor Desley Simpson who graces the parade every year waving to the crowds from a vintage car.
After representing New Zealand at the 2024 Olympics, gold medal winning high jumper Hamish Kerr will open the parade as this year's official grand marshal, leading the vibrant and colourful procession of festive floats.
One float will be constructed entirely of LEGO®, another inspired by K-pop in the shape of a giant pink guitar, and crowds will also witness a Kiwiana caravan float that encapsulates the essence of a Kiwi summer.
Additional funds have been made available this year from Auckland Council and the city centre targeted rate, helping bring the delight of the Farmers Santa Parade to the city centre.
Key moments to plan for:
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Pre-Parade Entertainment: 12pm – 1pm
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Parade: 1pm – 2.30pm
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Santa’s Party in Aotea Square: 2.30pm – 5pm
The Farmers Santa Parade attracts around 150,000 spectators, 4,000 participants and over 200 items of Christmas magic over a 1.6km route.
Learn more about the 2024 parade here.
Transport options will be available additionally here.
