The Magic of Christmas in the heart of Adelaide

Hundreds of thousands of people of all ages gather along the streets of Adelaide each year to welcome the National Pharmacies Christmas Pageant for the happiest day of the year. It’s the traditional start to the Christmas season in South Australia, with more than 320,000 happy faces lining the 3.3 kilometre route for the biggest Christmas parade in the world.

From humble beginnings in 1933, the National Pharmacies Christmas Pageant is a magical, free community event, full of fantasy, floats, colourful characters, bands, dancers and more, shared by generations of Australians for 87 years.

From 2019, National Pharmacies is the proud naming rights partner of the Christmas Pageant. Since opening its first dispensary in Adelaide in 1911, National Pharmacies has expanded to 51 pharmacies across South Australia, Victoria and New South Wales, and 20 Optical Stores in South Australia and is proud to partner with the event to continue captivating generations of Australian children.


In 1896, Mr Edward Waterfield Hayward - then owner of the John Martin & Company Limited, established the 'Magic Cave'. It was a Christmas fantasy world, to support children's cultural heritage and provide a joyful community Christmas experience. 

The Christmas Pageant escorted Father Christmas to the Magic Cave. Created by Sir Edward Hayward (Mr Bill), who was the grandson of Mr E. W. Hayward; the Pageant featured approximately eight floats, four bands and ran for around 40 minutes. 200,000 spectators came to watch the Pageant. 

The Pageant encouraged the development of artists, with a team of artists, carpenters, wardrobe designers and mechanics all involved in the Pageant.

2019 National Pharmacies Christmas Pageant

This year's National Pharmacies Christmas Pageant will take place on Saturday, 9 November. Our elves are busy building a brand new website for you, so in the mean time, be sure to stay connected with us on our Facebook, Instagram and Twitter to stay up to date.

150 Sleeps to Go!

With 150 sleeps to go until Pageant day, we are excited to reveal the new brand identity for the first National Pharmacies Christmas Pageant. See the full media release here.