Costcutter Wath in Yorkshire was awash with customers last month as locals queued up to soak store owner Sat Deo, who bravely took to the stocks to raise funds for the Help for Heroes charity.

The event, part of a fun day organised by Sat’s wife Tammy, also included a raffle where customers could win an iPad and a football signed by Championship team Barnsley.

“Staff and customers love to hate me, so they had great fun and we raised £400 for charity,” said Sat. “The more you get involved in the community and local press, the more people like it - it’s good publicity for the store.”

The business won Best Small Store and Best Customer Service awards at the Convenience Retail Awards earlier this year.