The equivalent of the population of Oamaru crowded into the town's main street for Saturday's annual Christmas Parade.
The big attraction was Santa Claus, who came along at the end of the parade on the longest Santa float many in the crowd had ever seen, supported by two helpers.
In front of him were more than 120 floats, cars, buses, trucks and other forms of transport in a parade that took about 70 minutes to pass.
Parade organiser Anton Roswell, of Big O promotions, said this year the event had been publicised further afield, including Palmerston, Timaru, Kurow and Waimate, which had contributed to the big crowd spread along Thames St from Usk St through the historic area to the parking area on the corner of Tyne and Wansbeck Sts.
Before the parade started, the crowd's expectations were raised by a Russian Yak 3 fighter plane from Wanaka which buzzed the main street.
Mr Roswell was very happy with the parade.
''I set really high expectations for myself, and to get me excited is very difficult after 14 years of being involved in promotions.
''When the plane went down the main street, I was thrilled and if it did that for me, it would do the same for the 10,000 crowd.
''When we drove down behind the parade, the reaction and smiles on the faces of people got me really hyped.''
The floats were being judged on best business, best community and best school, each receiving $500, with winners to be announced this week.
