Crowds watching the spectacular Christmas lights switch on at Chapelfield, Norwich. The lights were switched on by Father Christmas and entertainment provided by children's TV stars Fifi and Bumble. Photo: Steve Adams

One of Norwich’s shopping malls has announced that it is replacing its traditional Christmas lights switch-on show with an event where shoppers can win a share of thousands of pounds.

Chapelfield Shopping Centre is hosting the Big £10k Giveaway this Thursday from 5pm until 9pm to mark the start of its late night opening hours in the run-up to Christmas.

The decision to put on this alternative Christmas event follows a survey done by Chapelfield in which more than 60pc of people said the cost of shopping was a big issue for them.

Sheridan Smith, Chapelfield’s marketing manager, said: “We listen to our customers.

“Over 60pc of people we surveyed said the cost of Christmas shopping is a big issue for them; and over half of people said they are starting their Christmas shopping earlier this year to spread the cost.”

She added: “Giving the money that would otherwise have been put towards a staged show, actually into the hands of our customers, is a massive change.

“We believe that this is the first time anything quite like this has been done by a shopping centre –certainly in this region.

“We’re looking forward to making lots of people happy winners on November 1.

“We’re also really excited by the level of support that retailers in the centre have shown for this shopping evening.

“There are going to be some very special offers on – for one night only.”

During the special festive event shoppers will be given the chance to win a share of thousands of pounds worth of giftcards, and there will also be lots of special offers and the chance to meet Father Christmas.

There will also be fun and games on the Dining Terrace and people are being encouraged to come dressed in a panto theme and enter the festive fancy dress competitions.

These will be judged by BBC Radio Norfolk’s Becky Betts at 6pm for children aged seven and under; 6.30pm for eight to 16-year-olds; and 7pm for 16-year-olds and over.

For more information about the Chapelfield Christmas event, including the fancy dress competition and how to register for the Big £10k Giveaway visit www.chapelfield.co.uk.

Are you holding a special event to promote your business? Email emma.knights@archant.co.uk