Wooden huts are glittering with golden fairylights as groups of friends gather in woolly hats, warming their hands on mugs of mulled wine.
Signs written in German are dotted about - Glühwein (mulled wine), Bratwurst (grilled sausage), Kinderpunsch (non-alcoholic punch).
This isn't Germany - it's Birmingham's Frankfurt Christmas Market. Organisers say it's the largest authentic German Christmas market outside the country and Austria.
Christmas markets are thought to have originated in Germany in the 14th Century, and its markets have long been admired since. But how close are the ones in the UK to that supposed traditional, real thing?
BBC News visited some to find out - and perhaps provide some inspiration for your next festive visit.
A taste of Germany... in Birmingham?
On a cold Thursday afternoon in Birmingham, we met Nina Adler and Till Rampe, 27-year-old German students studying for PhDs in the UK's second city. As we walk around the Christmas market, which snakes through streets close to Birmingham New Street railway station, they're reminded of home.
They point to the wooden huts, food and drink, and the handicrafts as positive signs of its authenticity. The chocolate-coated marshmallows at one stall impress Till, who is from a town near Frankfurt. I could swear they are from my hometown, he says.
However, aspects such as the music and some food choices indicate a UK twist, leading visitors to reflect on what truly defines a Christmas market.
While celebrating the enchantment and warmth of Birmingham's market, the exploration extended to a comparison with the Christmas markets in Berlin, well-known for their history and traditional ambiance.
Ultimately, the festive spirit showcased by Birmingham's market shows that holiday cheer transcends borders, offering an experience that resonates with visitors from all over.
