AMHERST — Many of the holiday lights on trees at the North Common, Kendrick Park and Sweetser Park, as well as along downtown streets, are already lit up for the season.
On Friday, though, the annual Merry Maple event takes place in front of Town Hall, when the lights on the final three trees, a Norway maple that lends its name to the long-running event and a nearby river birch and beech, are turned on.
The traditional lighting event is the culmination of various activities running from 3 to 6 p.m. that day.
“The lighting of the Merry Maple is a shining example of what’s possible in our community when local organizations and the town come together,” Jacob Robinson, executive director of the Amherst Area Chamber of Commerce, said in a statement.
“The Merry Maple exemplifies what makes Amherst special: community-centered, local artists and musicians and a vibrant downtown that comes alive during the holidays,” said John Page, executive director of the Amherst Business Improvement District.
The Merry Maple starts with an open house at the Central fire station, 68 North Pleasant St., at 3 p.m., and at the same time crafts and games with sensory-friendly options by Amherst Recreation, and crafts with the Jones Library, inside Town Hall. There will also be a storytime starting at 3:30 and again at 4:50 p.m.
Horse-drawn carriage rides by Muddy Brook Farm begin at 4 p.m., the same time caroling is done by the University of Massachusetts Treble Choir and the Amherst College Zumbyes.
A performance by the Amherst Regional Middle School Chorus on the steps of Town Hall is set for 4:30 p.m., with the tree lighting countdown starting at 5 p.m. and a performance by the Amherst Community Theater at 5:10 p.m. Santa and Flakey the Snowfriend parade through downtown and arrive by escort of a fire truck at 5:30 p.m., with the UMass Minuteman Marching Band performing until 6 p.m.
Also Friday is the beginning of Greeting Card Days, running through Sunday, when there are special offers and discounts up to 20% at participating retailers and restaurants throughout Amherst center.
The day before, the Amherst Area Chamber of Commerce is holding its fifth annual Holiday Gift Card Match Day, which includes a $5,000 match by the UMassFive College Credit Union.
Starting at 9 a.m. at the Visitors Information Center, 35 South Pleasant St., people can purchase a $25 Amherst Area gift card, which is doubled in value while supplies last.
“By doubling the value of each gift card, we’re helping shoppers give more, support local businesses, and spread a little extra holiday cheer,” said Craig Boivin, vice president of Marketing at UMassFive.
Another ongoing activity is the Amherst Police Department’s holiday gift drive until Dec. 19, and officers will be collecting donations at the Merry Maple. Unwrapped gifts, books, gift cards, or wrapping supplies are suggested, with donations to be distributed at the Amherst Survival Center, Bridge Family Resource Center and the Amherst public schools.
