National Lottery operator Allwyn has teamed up with the Daily Express for the Local Retail Champions awards to highlight the nation's retailers who go above and beyond.
Their amazing work is typified by selfless Julie Kaur.
The mum-of-three has worked in Jules Convenience Store, which originally belonged to her husband's family, since she was 18.
Human dynamo Julie, 52, runs a breakfast club for the elderly in Hadley, Shropshire, seven days a week.
She gives out free tea, coffee and a tasty breakfast bite for two hours from 7am and has also created a community garden in front of her shop.
There, people can help care for the plants or just take a breather and enjoy the surroundings.
At the height of the cost of living squeeze, Julie worked with local charity the Telford Lions and many of her suppliers to set up a free Santa's grotto.
This Christmas it will give away 150 presents worth more than £1,500 to local children, including 150 Amazon vouchers worth £10 each.
Julie said: "During the cost of living crisis, I would see kids coming in with their mums and dads at Christmas.
"I would be all cheery and asking if they were going to see the Santa who comes every year to Telford town centre not really thinking about the fact you had to pay for your child to get a present from him.
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