Chico, Calif.-- Downtown Chico was aglow with beautiful christmas lights Sunday night. The 40th annual Christmas Preview featured merchants and their holiday offerings.

Christmas preview has been a special holiday tradition for 40 years and Chicoans just love it.

"But the question is why do they want to do it? There's people who say, well why would I want to go through a crowd of people," said Bob Malowney, owner of Bird in Hand.

Bird in Hand owner, Bob Malowney, has been in business for 36 years. He says the crowds are part of the charm of Sunday night's event.

"There's a holiday spirit, and it's infectious. It gets you in the mood," said Malowney.

Christmas Preview highlights the importance of shopping local.

"When you shop at a local store or a local business the owner of that business could be your sports team coach," said Malowney.

Malowney sells toys, clothing, stationary. Bird in Hand is what he calls a micro-department store.

"Supporting the business means you support the community," said Malowney.

"It's cool to see the displays, the dancers, the shops we like to visit," said Andrew Lerner, a shopper at the Christmas Preview.

Christmas Preview is a tradition for Andrew Lerner's family. For Andrew's young daughter, Jasmine, this will be her fifth time at the Christmas Preview.

"I like to meet new people and be with my family," said Jasmie Lerner.

Christmas Preview is getting Jasmine and the rest of the shoppers in the holiday spirit.