London's Oxford Street has been closed to traffic for the day to make way for Christmas shoppers.
It is hoped the day will boost trade
The Christmas Treat event follows the success of a street party in October which organisers say attracted up to 500,000 people.
Vehicles were banned from part of the central London street as carol singers, musicians and stilt walkers entertain the crowds.
It is hoped the day will boost trade and draw people back to the West End.
Many businesses in central London suffered a downturn after the July bombings.
Figures released by the London Retail Consortium showed sales for July dropped by 9% on last year.
Jason Tyrell from the New West End Company said after the success of the last street party they had a real reason to do it again.
"Over 87% of shoppers said they wanted to come back and do it again and 90% of businesses said they had a positive day in terms of trade.
"It will provide a shoppers haven as people can roam around and enjoy the Christmas entertainment."
The street was closed to traffic from John Princes Street to Portman Street from 1000 GMT to 1800 GMT.