Caldicot's Co-op store is doing its bit to raise £40,000 for three-year-old Imogen Ashwell-Lewis.
Imogen, from Portskewett, suffers from spastic diplegia, a form of cerebral palsy.
The toddler is in need of a Selective Dorsal Rhizotomy (SDR) operation to help her walk and her local shop has chosen to support the campaign.
The store will be raffling off hampers like the one pictured, every few weeks throughout the year as well as running a book swap and collecting change at the tills.
Special Help Imogen wristbands will also be available for purchase soon.
"We heard about Imogen online and wanted to help," said co-op's charity champion Monica Adams. "We've raised £150 so far and we've just started.
"Because she's local, hopefully lots of people will relate to her and will want to get involved to raise the money."