Thousands of Brantford and area residents gathered together for the 49th annual Santa Claus Parade on Saturday, November 29, 2025.
The parade, which kicked off at the corner of Stanley and Dalhousie Streets before making its way east towards Harmony Square, was held in the afternoon for the first time in around three decades because of the extensive roadwork happening downtown and a coinciding Brantford Bulldogs game.
Despite some online backlash over the rescheduling, organizers estimated that around 30,000 people still attended the big event.
“It’s a very difficult thing to gauge how many people were there,” said Dave Carrol, lead pastor for Freedom House. “On average, we get about 30,000 people every year, which is a pretty substantial number, and this year seemed to be on the higher side of that number because there was no bad weather, so that’s probably what we’ll be estimating again this year.”
Before the parade had even started, children and adults lined the two-kilometre route with chairs, wagons and blankets to solidify their spots and not miss Jolly Old St. Nick’s arrival in Brantford.
Harmony Squirrel, along with several City representatives and volunteers, all led the way towards the parade’s final destination while the procession followed shortly behind.
This year, just under 100 local businesses and organizations came out to show off their sunshine-themed floats or to walk the route on foot.
Local sports teams like the Brantford Badgers made their way along the parade path showing off their ball hockey tricks, while dance studios like Micki’s Dance Connection or Dance Discovery, moved and grooved their way towards Harmony Square.
Spectators of all ages could be seen happily waving to parade participants, bouncing to the music of passing floats, or hurrying forward for a holiday and a high-five.
The organizer said that one of the best parts about the event is seeing the community come together for something special.
“You know the scene in The Grinch where all the Whos gather around the tree singing ‘Fahoo forays, dahoo dorays’ and the Grinch realizes that the welcoming of Christmas happens regardless of all the other things?” asked Carrol. “I think that’s what this is in a community, and I think that’s why people are so passionate about it. It’s an annual welcoming of a season that is meaningful for them and it’s something you remember. You know, there are some people that schedule their tree decoration around this parade, and when I hear stuff like that, I go, ‘Oh, this is more than just an event, it’s a marking of the time.’”
As the parade made its way downtown and as Santa Claus approached the end of the route, hundreds of residents happily waved and cheered for the man of the hour, while several thousand residents followed behind his sleigh to partake in the after party festivities in Harmony Square.
Carrol said that overall, the parade went well, but said the goal is to return the beloved tradition to a nighttime time slot in the future.
“I think the parade was a success, and the parade, I think, is just as nice during the day,” he said. “…But with that being said, our goal is to be able to return it to the nighttime parade because it has been the tradition.”
He also added that he was thankful for everyone that made the parade happen, and he was happy to see people enjoying their time.
“My staff and my volunteers do a lot of work and so I’m really grateful for them,” said Carrol. “It’s always gratifying to see people enjoy the parade and know that it’s because of all the people who help make that happen.”
Kimberly De Jong’s reporting is funded by the Canadian government through its Local Journalism Initiative.The funding allows her to report rural and agricultural stories from Blandford-Blenheim and Brant County. Reach her at kimberly.dejong@brantbeacon.ca.
