North Attleboro Celebrates 70 Years of the DANA Santa Parade

North Attleboro is stepping into the holiday season with one of its most cherished traditions. The DANA Santa Parade returns this year for its 70th anniversary, bringing music, lights, community groups, and the long-awaited arrival of Santa and Mrs. Claus. The parade steps off on Sunday, November 30, at 3 p.m., filling the downtown streets with the familiar excitement that generations of families have grown up watching.

This parade has become one of the strongest symbols of North Attleboro’s community spirit. Residents often talk about attending since childhood, and many now bring children and grandchildren to the same sidewalks where they once stood. The event’s longevity says a lot about the town, especially the volunteers and organizations that keep it going year after year through the Downtown Associates of North Attleborough.

Floats from local businesses, dance schools, youth groups, civic organizations, and first responders make their way through the route, each adding its own personality and energy. Performers rehearse for weeks, kids prepare routines, and local groups decorate their floats with lights, garland, and holiday themes. The atmosphere builds as the parade moves down Washington Street, with families bundled up, children waving homemade signs, and neighbors greeting each other as though the parade marks the unofficial start of the season.

The biggest moment comes at the very end, when Santa and Mrs. Claus appear on the final float. Kids rush forward to wave, the crowd cheers, and the downtown area fills with that familiar mix of nostalgia and excitement. Their arrival signals the transition from fall into full holiday mode, and for many families, it is the moment that makes the season feel real.

The parade also feeds directly into other downtown festivities. Once it wraps up, Santa and Mrs. Claus head toward the gazebo for free photos, while the town prepares for the tree lighting at Veterans Park later in the evening. Together, the events create a full day of celebration anchored in tradition, local pride, and community connection.

As the DANA Santa Parade marks its 70th year, the milestone reflects much more than longevity. It shows how deeply the event is woven into North Attleboro’s identity. For longtime residents, it is a reminder of childhood memories. For newcomers, it is an immediate welcome into the community. And for everyone who lines the streets, it is a shared moment of joy that brings the town together at the start of the holiday season.