'Tis the season: holidays on the Circle have been a growing tradition for 30 years.

St. Armands boasts a festive atmosphere any day of the year. But each December the Circle comes to life with a little extra magic: the giant Christmas tree encircled by tens of thousands of lights, the musicians filling the air with seasonal music, and the St. Armands merchants decorating their storefronts, serving up treats and generally spreading holiday cheer. It all begins on the first Friday of December with the Holiday Night of Lights, which this year will celebrate its 30th anniversary.

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"St. Armands is even more of a destination around the holidays," says lack Peffley, who, as owner of Taffy's Menswear, has participated in the festival for more than 25 years. "It's grown tremendously over the years. People start calling restaurants in September to make reservations."

The star of the 2009 celebration will again be St. Armands' Christmas tree, a tradition that began several years ago with a 32-foot tree, only to get bigger each year. (Last year's headliner was a 51-foot Rocky Mountain pine decorated with more than 800 Christmas balls.)

Indeed, last year's "white light wonderland," as organizers called it, featured some awe-inspiring numbers. When the five-story tree was illuminated, St. Armands glowed in more than 40,000 lights, including decorations throughout the Circle and requiring more than three and a hah miles of electrical wiring.

The tree-lighting ceremony acts as the official kickoff for the Holiday Night of Lights. Then comes Santa Claus, right down Boulevard of Presidents, to the delight of the many families that attend. Kids can meet St. Nick alongside palm trees and sea grapes, just a few blocks from the beach. In addition, about 20 musical groups are stationed throughout the Circle, accompanying the sights with seasonal music.

Of course, there's activity inside the stores, too. St. Armands merchants extend their hours and serve an array of refreshments.

The whole point of the evening is "to open up our houses," as Peffley puts it. "My wife makes cookies. We let them come in and see what the stores are all about."

And while not every attendee uses the evening to get ahead on their holiday shopping, many people have their eyes peeled for potential gifts.

When it comes time for a break, visitors can even take a cue from Santa and sit a while in a horse-drawn carriage, taking in St. Armands' winter wonderland at a slightly slower pace.