The sun is out - and so are the shoppers.
According to electronic payment network, Paymark, Hawke's Bay is the hotspot for this year's Christmas spend.
"We come here because it's the place to go," Hastings resident Tony Last says.
$74.2 million was spent in Hawke's Bay in the first 14 days of December - a 10.5 percent hike from the same time last year.
That's the biggest regional increase in the nation.
Hawke's Bay Chamber of Commerce Chief Executive Officer Wayne Walford says the rise of house prices in the region also had an impact, "that sort of virtual wealth enables a little bit more to be spent in that economic cycle".
The opening of recent developments, like The Park Megacentre in Hastings, with several big box stores, has given people a one-stop to do their shop.
"You tend to get more stuff here and of course you get free parking," Mr Last says.
Hastings District Council's introduction of free parking is also a huge drawcard.
But not everyone is noticing a Christmas rush.
Mr Walford says The Warehouse has seen a drop, too, "so I don't think it is in particular Christmas shopping, I Just believe there are a whole lot more people around now with a bit more money in their pocket".
Paymark says the accommodation sector has surged 17.4 percent during November and the strong year in tourism could be behind the increase.
Napier i-SITE Manager Jane Libby says: "From a New Zealand perspective there is a huge increase in tourists coming to New Zealand so Hawke's Bay is riding the wave of that, really."
The Chamber of Commerce CEO hopes the usual post-Christmas spending slump will be buffered by new developments, like the $8 million accommodation and retail complex in Ahuriri.
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