Santa has taken a leave of absence from the North Pole and is sitting amongst 100 sparkling Christmas trees in the centre of Hastings.
The annual Santa's Wonderland is on track to smash the record set last year of 9000 children visiting the big man.
Hastings City Business Association general manager Susan McDade said it was a free "feel-good event" for people of all ages to enjoy.
"Santa's Wonderland is free but we are accepting donations and non-perishable food items for the Hastings Foodbank Trust. Last year we raised about $1200 cash and a lot of food."
"There is a lot of need; people struggle to buy basic groceries over the Christmas period and it does help," Mrs McDade said.