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St. Johns Town Center lights the Christmas tree to kick off holiday season in Jacksonville

The tree lighting is, for many, the first sign that the holidays are approaching in the city.

JACKSONVILLE, Fla. — The Christmas season – and holiday shopping season – have officially begun at St. Johns Town Center.

Hundreds gathered for the 18th Annual Christmas Tree Lighting Spectacular.

“I would find it hard to believe anyone that comes to this doesn’t get in the holiday spirit," said St. Johns Town Center General Manager Sean Carroll.

The Christmas tree lighting at St. Johns Town Center is one of the first major Christmas events on the First Coast each year.

“We take a lot of pride in that," said Carroll. "For 18 years, we like to say we kick off the holiday season for Jacksonville.”

After seeing the tree light up, Olivia Williams feels it’s not too soon to get in the Christmas spirit.

“Just wanted to come get the kids out of the house, bring the kids to the festival to get into the Christmas spirit," said Williams.

In fact, she started doing her shopping months ago.

“I started in June so I can get piece by piece," said Williams.

Research from the National Retail Federation shows more and more shoppers are taking Olivia Williams approach to holiday shopping.

The NRF projects the average person to spend a record $902 on food, gifts and decorations this year, but nearly half say they’ve already started shopping before the calendar hit November.

“Trying to spend less, but you know how that goes over every year, so more probably," said Williams.

The NRF figures Williams won’t be alone in spending more, with folks projected to spend nearly a trillion dollars, which would be a new record.

But the season is about more than just shopping for Williams.

“I love Christmas movies," said Williams. I love getting into the spirit with the kids and getting out of the house.”

The tree will be lit every day until the end of the year.

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