Driftwood Deli and Post Office is providing crucial retail space for the charity after it successfully supported efforts to sell Christmas cards over the festive period.

After helping to raise more than £500, shop owner and post mistress Pauline Farncombe suggested the RNLI should have a permanent base at the store.

She said: "We are sure this will benefit everyone, not only enabling the RNLI to raise money all-year-round but also bringing new people into the shop, which is especially welcome.

"I am delighted to be able to help a local charity especially one based in our own village."

Nationally, the RNLI has never taken space in an existing store before and the move comes at a time when it has proven difficult to recruit volunteers for the shop at the lifeboat station in Old Hunstanton.

Mrs Farncombe is also hoping the new venture will provide a welcome boost for the post office.

Volunteer and RNLI souvenir secretary Terry Morris said: "This is in addition to our existing shop at the lifeboat station which will remain open as before.

"We are sure this new shop will bring extra income to support our crews in Hunstanton as it will be open all year, every day the village shop is open."