A market town is turning on the style for an event inspired by high street guru Mary Portas.
A second 'pop-up' market, organised by the Market Rasen Business Improvement Group – known locally as Mr Big – was meant to attract around 30 stalls.
But the 1970s-themed event tomorrow, has already grown into a major party and is now preparing for 40 stalls.
Billed as a "Summer Lovin' Market", it comes as part of the town's Portas Pilot promise to "put the market back in Market Rasen".
The town won £100,000 from the Government to follow the advice of "Mary Queen of Shops".
The attractions will include traders and shoppers dressed in 1970s costumes and £10 spot prizes for the best turnouts.
There will also be an indoor crafts market in the nearby CG Partnership rooms, off Queen Street, plus seaside-style bingo and Market Rasen-themed peep boards.
Mr Big's volunteer director for social media, Angela Montague, said: "To give a fantastic old tradition a new twist, the group has commissioned the three seaside peep boards for people to photograph their friends and family peeking through.
"Each has a Market Rasen theme, so people can bring this tradition bang up to date by taking photos of family and friends with the boards to share on Facebook, Twitter or Instagram.
"And we want to say a huge thank you to local artist Emma Brown who created this brilliant artwork for free and Jackson Building Supplies who donated the materials."
Chairman Sara Scott said the day would be also feature free face painting, buskers and an after-market party with live music.
"The Summer Lovin' Market stalls will offer gifts, plants, health and beauty, local honey, cakes, and the artisan and specialist food Lincolnshire is rightly so well known for," she said.
"Mr Big will have a stall too, selling our Love Market Rasen T-shirts, bags, mugs and umbrellas."
Starting at 9am in the town's Georgian Market Place, the festivities will end with an after-party at The George with live music from Stark.
"It's great to see Market Rasen putting itself on the map as a great shopping destination and events venue," said market director Jackie Smith.
"This weekend there really will be something for everyone – young and old, local people and visitors from further afield.
"We've pulled out all the stops to make this market the best one yet and are inviting anyone who's wondering how things are going in our Portas Pilot town to come and see first-hand."
The attractions coincide with the music festival headlined by James Morrison at Market Rasen Racecourse tomorrow.