LATE night summer shopping starts in Great Yarmouth town centre from Wednesday - and visitors can then head to the seafront for the annual fireworks display.

LATE night summer shopping starts in Great Yarmouth town centre from Wednesday - and visitors can then head to the seafront for the annual fireworks display.

For six Wednesdays, town centre shops will be staying open until 8pm during the peak holiday season.

The Town Centre Partnership and Market Gates Shopping Centre have arranged free entertainment and fun-filled activities to enhance the evenings.

Live music, Punch and Judy shows, craft workshops, street dance groups, balloon modelling, donkey rides, face painting and bungee trampolines are amongst activities arranged. As well as the outdoor and shopping centre entertainment, shops are joining in the fun with their own events, activities and promotions.

Retailers organising in-store events include Books Inside with a series of meet the author book signings, Boots with a weekly fashion show, Game and Gamestation with a special Singstar console and Peacocks providing expert advice with an in-store beautician. And Market Gates will be giving �100 of shopping vouchers away to a lucky customer between 5pm and 8pm each week.

Town centre manager, Jonathan Newman said: “With Great Yarmouth Borough Council providing free parking in town centre car parks from 4pm and fireworks on the seafront there is all the more reason to come into town and make the most of the facilities on offer.”

Nick Spencer, centre manager at Market Gates, added: “Great Yarmouth is Britain's third largest seaside resort and with the tourism industry gearing up for a rise in the number of people holidaying in the UK, we wanted to make sure that the town has a vibrant and family-driven weekly celebration.”

As part of Summer Wednesdays, the car park in Market Gates will be offering undercover parking at a reduced rate of �1.50 from 3pm until 11pm.