The Virgin Money store in Morpeth is supporting the Royal National Lifeboat Institution (RNLI) in the run-up to Christmas.
Customers collect an RNLI jar, which they take away and fill with 5p pieces.
Once full, they can return to the store and staff will then pass on the jars to the lifeboat stations at Newbiggin-by-the-Sea and Amble.
The RNLI save lives by providing a 24-hour lifeboat search and rescue service, seasonal lifeguards, water safety education and initiatives and flood rescue response.
Dawn Walton, Virgin Money Morpeth store manager, said: “We are supporting an extremely good cause.
“The Amble and Newbiggin lifeboat stations play such an important part in their communities and the volunteers carry out acts of great bravery when people get into difficulty in the sea.
“Please come along to the store and make a donation or pick up a jar to fill – it could really help to make a difference this Christmas.”
The lifeboat station at Newbiggin is the oldest operational boathouse in the British Isles and Ireland.
The catalyst for the establishment of such a facility in this location was a fishing disaster incident in March 1851 when 10 fishermen lost their lives.