A shop owner was overwhelmed with emotion when Enfield’s cash mob decided to splash their cash in his book store this week.

Ram Matta could not believe his eyes when 20 people burst into his store, Sheels Books for Children in Lancaster Road, Enfield, as part of a borough-wide campaign to support independent traders.

The cash mob encourages each of its members to spend £10 in the chosen store, which benefits the trader financially as well as raising its profile.

The gang of happy customers perused Mr Matta’s shop on Wednesday before purchasing from his range of children’s books, which includes fiction, non-fiction and educational books.

Mr Matta, who has owned the store for 14 years, said: “When I realised what was happening I was totally shocked and surprised. I welled up and tears started coming down my face.

“I think the cash mob is a great idea because it supports the local shops, giving them a boost as well as the local area.”

The craze started back in October when a group of people decided to take a shopping spree at The Village Wholefood Store in Forty Hill.

Karen Mercer, who owns My Coffee Stop in Enfield Chase Station with her husband Gunter Hollenstein, leads the movement and chooses new shops to target.

She said: “I want to encourage people to shop locally, helping redirect some cash into the local economy. Our local shops are really important so we have to support them.”

Wednesday’s cash mob was the 17th carried out in Enfield – with more on the cards.