Atmore businesses got a holiday boost and local shoppers found some holiday discounts as a crowd turned out Thursday night in downtown Atmore for the annual Jingle Bell Walk.

Local businesses kept their doors open a bit longer, serving coffee, hot chocolate and a variety of Christmas goodies from 4 to 7 p.m. as passersby browsed and mingled.

Even Santa Claus himself made an appearance, posing for pictures with children at Jus Because.

Local musicians Abby Akins and Shannon Brantley added to the ambiance with live music, performing Christmas tunes to keep the crowd in the holiday spirit.

The Jingle Bell Walk is sponsored by the Atmore Area Chamber of Commerce. Chamber Director Sheryl Vickery said this year’s walk seemed to be a big hit with local merchants.

“There were spurts of people on the streets, but a lot of the people were in the stores,” she said. “Overall I think it was really good for the store owners.”

Tracy Miller, owner of Jus Because, said her store stayed busy throughout the night Thursday.

“It was very, very successful,” Miller said. “There was a steady flow all night for pictures with Santa, and this is the first time we’ve had Shannon come up (to sing). It just flowed really good this year.”

Joe Brown, owner of Country Charms, said shoppers also kept his story busy during the extra hours.

“We were real happy with it,” he said. “It went well, we were real pleased with the number of people.”

Businesses and organizations participating in this year’s event included: The Beans Store; Atmore News; Atmore Historical Society; Carl’s Tot Shop; Pintoli’s; Atmore Appliance; Ashley Dawn Studios; Miche Bag; Maxwell, Haley and Castleberry; Edward Jones; American Legion Auxiliary; Earle’s Jewelry; United Bank; Coley’s Petals and Parties; Jus Because; Country Charms; Seven J’s; McNeil Boutique; Roaster’s Gallery; Gulf Coast RC&D.