Bay Ridge

On the Avenue: Lights bring cheer to 3rd Avenue for the holidays

November 25, 2022 Editorial Staff
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They’ll leave a light on for you!

Members of the Merchants of Third Avenue Civic Improvement Association, Inc. are excited to once again provide beautiful, traditional holiday lights along the entire span of the popular shopping thoroughfare. Festive white snowflakes and red bells will be lit each evening throughout the holiday season, providing cheer “on the avenue” and beyond.

“The lights always provide a great boost for the avenue during the holiday season,” Merchants President Dan Texeira of Lincoln Brokerage said. “We hope to draw shoppers from throughout Brooklyn to enjoy the lights and make Third Avenue a true holiday shopping destination.”

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The lights were sponsored by the Merchants of Third Avenue, the Brooklyn Chamber of Commerce and Councilmember Justin Brannan’s office. Brannan called the lights “a great neighborhood tradition.”

Third Avenue’s traditional snowflake lights shine brightly at night. Photo courtesy of Councilmember Justin Brannan

Merchants officials said they are looking forward to kicking off the shopping season with a Small Business Saturday event on Saturday, Nov. 26, featuring sales and promotions throughout the avenue. In addition, there will be a Winter Sidewalk Stroll on Dec. 10 and 11 featuring a visit from Santa Claus himself outside Charmed by JLM, 8311 Third Ave.

For details on both events, follow the Merchants of Third Avenue on social media: and @merchantsof3rdave on Instagram.

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The stars will be out this weekend as local attorney and civic activist Joseph Mure, Jr. welcomes thousands of visitors to his Little North Pole extravaganza, taking place “on the avenue” at 144-03 Neponsit Ave. on Saturday, Nov. 26.

The annual event, now in its 27th year, raises money for the Juvenile Diabetes Research Foundation and plays host to a number of celebrity performers and special guests.

Media personality Todd Wharton and radio personality Sid Rosenberg will serve as co-hosts for the event, which begins at 4 p.m. Radio legend Brooklyn’s own Joe Causi will serve as the evening’s emcee. Santa Claus will be flying into town early for the event — literally — as he arrives via helicopter each year.

A few years back, the Mure family was featured on ABC’s “The Great Christmas Light Fight” and the Little North Pole was named the overall winner. Mure donated all of the winnings to the JDRF, a cause he said is dear to his heart. Online donations benefiting JDRF may be made anytime via

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