Good morning, Roanoke.

Local small business retailers hope shoppers will support them during Black Friday as PARK Roanoke offers free parking in select garages from November 28th to November 30th – the move aims to boost local spending.

Business owners believe that keeping dollars within the community will strengthen local businesses.

On Black Friday, downtown Roanoke retailers offered special discounts+extended hours to attract shoppers.

Local customers flocked to the area and boosted holiday sales.

Roanoke shoppers are shifting from crowded Black Friday sales to local deals on Small Business Saturday as online shopping makes traditional in-store experiences quieter—shops like chocolatepaper and La Di Da are offering special discounts to support the local economy.

Six handmade gift makers in the Roanoke Valley are offering unique gifts for the holiday season — with items ranging from ornaments to art pieces and goat milk soap.

The feature explains how these small businesses are preparing to meet local shoppers’ needs as the holidays approach.

Holiday Pops Spectacular by Roanoke Symphony Orchestra

7:30-9 p.m. — Salem Civic Center — $31-$56, Children 12 & under $12 — Experience a heartwarming celebration of holiday classics with LaTetra Lewis and the Pops.

Peen: A Tribute to Ween

8:00-9:30 p.m. — 5 Points Music Sanctuary — $ — Experience a lively tribute to the eclectic band Ween featuring The Big Debbies with their unique blend of groove and energy.

Fayetteville Marksmen at Roanoke Rail Yard Dawgs

7:05-8:35 p.m. — Berglund Center — $3 beers all game long — Kick off the weekend early with Thirsty Thursday while cheering on the Rail Yard Dawgs.

Roanoke's Ugly Sweater Pub Crawl

4:30-9:00 p.m. — Martin's Downtown — Check Eventbrite for ticket pricing — Embrace the holiday spirit with contests, games, and cheers in your ugliest sweater at this festive pub crawl.

The Nutcracker by Southwest Virginia Ballet

3-5 p.m. — Berglund Center — Ticket purchase required — Experience the magic of The Nutcracker with a large cast and live orchestra in this beloved holiday classic.

Handel's Messiah Performance

7-8:30 p.m. — Jefferson Center, Roanoke, VA — Ticket info available — Experience the timeless power of Handel’s Messiah through choral and orchestral performance.

Roanoke Ballet Theatre Presents The Nutcracker

2-8 p.m. — Jefferson Center — $10 children's tickets — Experience the enchanting tale of Clara and her Nutcracker with stunning performances and holiday cheer.

The Santa Cares Experience

1 PM — 5 Points Music Sanctuary — Free entry — Enjoy seasonal songs with Santa and capture the holiday magic with Cloud Bobby.

Christmas Eve and Christmas Day Buffet Celebration

5-8 p.m. — The Regency Room — $56 adults, $28 children under 12 — Indulge in a festive buffet dinner in a historic setting this holiday season.

Illuminights Festival

Half-mile of stunning lights — Explore Park — Ticket details upcoming — Experience the magic of over 650,000 lights and festive activities for families.