The shrieks above the surf were not the usual seagulls - but madcap people braving the wintry water for a festive dip.
Screams from the wave of fancy-dressed funsters were an accurate thermometer that told exactly how cold the North Sea is on Boxing Day.
But it did not stop more than 150 entrants tackling the long-running event at Cromer, watched by big crowds in the sunshine, while people also flocked to other dips along the coast at Overstrand and Mundesley.
The colourful throng next to Cromer Pier included a smattering of Santas, and plenty of men dressed in women's summer frocks just to make the chill even more of a thrill.
Several of them admitted their efforts were down to drunken dares coming home to roost - but it was all in a good cause, with a bucket collection for East Anglian Children's Hospices, and many people also raising sponsorship for their own pet charities.
One towering blonde fairy, Philip Green from Aylsham Rotary Club joined ranks with three soldiers Ross Edwards and his wife Helen, both Army captains, his brother Maj James Edwards and wife Sophie, along with Cawston nurse Vicky Gould for a combined effort raising £1,110 for Help for Heroes.
Local coastguard Jim Lilley, wearing a short black dress and long blonde wig, said he was a regular despite the fact “it hurts”.
Chairman of the organising North Norfolk Beach Runners Jim Hayes said the event, which had been running in its current format since 1986, was “completely mad and stupid in an English way” but usually raised about £1,800 a year for a different charity.
At Mundesley there was twice the usual number of dippers with 75 people taking part, in all manner of outfits, with eight-year-old Charlie Payne winning the fancy dress prize for his Oliver Twist urchin. The money is being split between the local independent lifeboat, and the Scouts' headquarters rebuild fund - who will share £770 raised from refreshments and collections, even before the sponsored efforts are counted.
At Overstrand 17 people, including Batman and Robin and a gorilla, braved the waters for an informal event which boosted the village's millennium playground fund, motor neurone disease and the after-school club at nearby Sidestrand special school.