Mr Christmas shop opens in Sheringham in north Norfolk

Discount store Mr Christmas opened in Sheringham on Friday (September 29), selling a variety of festive essentials.

Wrapping paper had adorned the windows as preparations were made for the big day but the presents were unwrapped as staff tore down the paper.

Emma Covell and Matthew Scurll in their new shop at Sheringham, Mr Christmas (Image: Denise Bradley)

Gift wrap, stocking fillers, cards and decorations are all being sold at low prices in the seaside town centre shop - before the clocks have gone back or the Halloween festivities have started.

Mr Christmas is only three doors down from Mr Fifty, in Station Road, which has been established in the town for nine years. 

Emma Covell, who owns both businesses, said: "We looked at doing this when we first came out of the Covid-19 lockdowns and it's been in the back of our heads for a while. 

"There's a lot of people who can't drive to Norwich and need to do their shopping in the town.

Chief elf Bev Hambling at the new shop (Image: Denise Bradley)

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"We try to offer the best possible prices that we can."

The shop, previously an estate agents, has been left empty for around a year and Ms Covell says there is a sense of relief among locals that the building is in use again. 

She added: "We're expanding and will now have room for more products and ranges.

Mr Christmas opened this week ahead of the festive season (Image: Denise Bradley)

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"We love Christmas and there's a lot of excitement for the staff during the festive period. 

"There's been a really nice buzz going on here this morning."

Mr Christmas is open Monday to Saturday between 8.30am and 5.30pm and on Sunday from 10am until 4.30pm. 

All of which leaves 12 weeks for people to soak up - or avoid - the Christmas cheer in the build-up to the festive season.