Lego, Paw Patrol and Hot Wheels are just some of the most popular Christmas gift items flying off the shelves at toy shops in Great Yarmouth.
With only a few days to go until Father Christmas leaves presents under the tree for youngsters across the borough, toy shops in the town centre have seen an increase in footfall.
Toy Box 55 owner Geoff Bateman said many shoppers are in the festive mood, filling their baskets with Paw Patrol toys and Hot Wheels cars.
"It's been absolutely fantastic turnout so far," said Mr Bateman.
"Yesterday and today have been so busy with shoppers. A lot of items have been flying off the shelves.
"It was the best decision to move earlier in the year. It's been night and day."
Mr Bateman said he was also surprised to see a keen interest returning to remote control cars this year.
"They have been very popular, and the nine or so different items we have had in have just flown out," he said.
"Last year, it was Barbie everyone wanted. It's fascinating how tastes change so quickly."
To help shoppers get into the Christmas spirit further, Toy Box 55 is hosting Santa's Grotto inside the shop on Friday from 10am until 2pm, Saturday from 12.30pm to 4pm and Sunday from 10am to 2pm.
Over at Kerrison Toys on King Street, shoppers have been returning for their firm favourites.
"Lego and Sylvanian Families continue to be the products people want most," said"But there's been no clear winner in terms of what people want. It seems quite across the board this year."
Mr Kerrison said trade has picked up as Christmas draws nearer. Fireworks sales remain fairly low, but he expects shoppers will be coming in in the run-up to New Year.
After Christmas Day, Kerrison Toys will reopen on December 27 until the end of the day on New Year's Eve and will resume trading on January 2.
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