But what of the late night shopping? Charlie Nevitt, who owns Leisuresport, told DBF he had a good night and apparently so did a couple of the card shops.

One reason, perhaps, that Mr Nevitt did so well might have been because he had a game set up outside his shop in the street that attracted a good crowd and he sold quite a few crossbows (not real ones).

This should give pause for thought to other traders. If the huge crowds in the market square who, admittedly, had come in primarily for the lights and entertainment, had seen things going on outside each shop, it is almost a certainty that they would wander down and see what was happening.

This translates into sales. As it stood, only about half the shops were open and few of them gave any indication, or incentive, from the outside of their shops… where it would be visible… of the delights inside.

I had a great time Christmas shopping in Diss and I thought I’d see how others felt. And so this intrepid busybody took to the streets and cornered two DBF members and a few customers. Kristian Wimshurst, proprietor of Diss Antiques and Interiors, offered his thoughts on Diss’ reputation as a shopping paradise.

“I often have people say to me that they wish they’d have known about us sooner,” he said.

“They tell me they’ve just been all round Norwich and Bury and couldn’t find what they were after but Diss has so many unique shops, it’s great… I think we need to shout a bit more!”

It was now time to hear from an actual shopper and Lynda Joy Bennett, longingly eying a necklace, duly obliged. She said: “I really like shopping in Diss. It has very individual shops – especially this one – very unusual pieces and you feel you’re getting something special every time you come here.”

It was time to check out what they were saying at the other end of town and so I headed down to Diss Publishing Company.

The business goes back more than 100 years but has evolved along with the town, culminating in a perfect blend of tradition and modernity.

Proprietor Birgitte Majer wants to create a haven for her customers.

“Diss is such a nice town to come into and to be part of,” she said. “There is tremendous loyalty here, particularly for independent businesses like us that have stayed the pace. I have nearly finished refurbishing to make it a lifestyle choice to come here, to create an environment with room and breathing space along with old-fashioned service.”

Her customers seem to like her ethos. Mr and Mrs Roberts came from Market Weston to do their Christmas shopping.

Julian Roberts said: “It’s relaxed, not such a mad rush. This shop is nice, with a good selection of books and cards, great variety and good service.