Some £260 was raised for Help for Heroes when three supporters of the charity spent a day in a Tesco store recently.
Peter and Margaret Masters were joined by Margaret Drysdale in the Station Approach store in Bridlington for a day of fundraising, reports the Bridlington Free Press.
They sold wristbands and collected donations from shoppers who wanted to do their bit for the military charity.
Mr Masters explained: "Everyone we talked to on the day were more than generous. I think they feel that they need to support our guys. We can't grumble, we were so grateful."
Help for Heroes carries out an annual weekend of fundraising in a bid to raise the cash required to support its operations, which include aiding the recovery of injured ex-servicemen and women.
Mr and Mrs Masters had a particularly strong desire to help out, as their son Aaron, 24, has been on tours of Afghanistan and Iraq with the army air corps.
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