In the first of a series of Festive Fridays, Hunstanton businesses stayed open until 7.30pm for Christmas shopping.
And more shops are set to join the initiative as it continues tonight.
At the Norfolk Deli, on Greevegate, co-owner Rosie Kacary said: “We had new customers as a result of the late opening and we will certainly be open for all the shopping evenings.
“Hopefully this is something we can organise for the summer too as people are saying that they like being able to use specialist shops as well as supermarkets outside regular business hours.”
Organiser and town councillor Debbie Harrington, who runs the Norfolk Home and Garden shop on High Street, welcomed the support of her fellow traders.
She said: “I’m pleased that so many businesses joined in for the first Friday and more will be joining in this week when we also have carol singers to make the evening even more festive.”
Late night shopping has also been taking place in Lynn, with discounted parking available in a bid to attract shoppers.
The final extended opening before Christmas is scheduled for next Thursday, December 18.