GREENFIELD — To ring in the holiday season, downtown Greenfield came to life with songs, shopping and the lighting of a Christmas tree during the first night of the 11th annual Jingle Fest on Friday evening.

The Franklin Community Co-op served hot chocolate and the Twice As Smart children’s chorus performed a series of Christmas carols at Veterans Mall on Main Street. After a few songs from the chorus and a “Ho ho ho” and “Merry Christmas” from Santa Claus, the community Christmas tree was lit, symbolically beginning the holiday season.

Throughout the weekend, there will be festive activities and shopping for those looking to pick up a few gifts. At the Holiday Pop-up Market at the Pushkin Gallery, artisans were selling pottery, jewelry, paintings, healing syrups, creams and tinctures, facepaint and more.

Artist Sarah Marquesen of Chicopee specializes in animal portraitures and was selling paintings, prints and ornaments. This year is her first time as a vendor at the Holiday Pop-Up Market, having been inspired to participate by her experience as a shopper at the market last year.

“Last year I just saw what an incredible crowd it was, and the market was really well-curated with some really high-quality artists, so I applied and luckily was accepted,” Marquesen said.

Other vendors agreed that the market offered a great place to pick up some handmade gifts, and given how popular the market has been in previous years, they felt confident on Friday night that this year would be just as busy.

“If all goes well I won’t have to do much packing up, ” said potter Bonny Grant, who was also joining the market as a vendor for the first time after hearing about past events. “I live in Greenfield and I didn’t even know this existed.”

This year’s Holiday Pop-up Market included new faces and a few familiar ones, such as Susan Worgaftik of Thistle Hill Handcrafted Soap, who returned for the third time. She said Jingle Fest has been a great way to catch up with her neighbors and sell them her stock of soap.

“I find it enjoyable and all my friends are clean, so I have to find something to do with all the soaps,” she joked. “It’s a fun festival. People buy and come shopping. They’re thinking about the holiday season and want stocking stuffers and other gifts.”

Festivities will continue throughout the weekend.

On Saturday, the Holiday Pop-up Market at the Pushkin Gallery will be open from 11 a.m. to 6 p.m., Santa Claus will visit the Garden Cinemas between 10:30 a.m. and 1 p.m., and the theater will host a free showing of “Santa Claus is Coming to Town.” There will also be belly dancing at The LAVA Center at 5 p.m. and the Greenfield Recreation Department will hold its Amazing Race from 1 to 3 p.m.

On Sunday, the Holiday Pop-up Market at the Pushkin Gallery will be open from 11 a.m. to 3 p.m. and Gaudium Galaxy will hold a clothing swap from noon to 4 p.m. at 170 Main St.

For a full lineup of events, visit visitgreenfieldma.com/event/jingle-fest-2024.

Reach Madison Schofield at 413-930-4579 or mschofield@recorder.com.