Much loved Youtuber and influencer, Joe Sugg, was spotted Christmas shopping in North Laine in Brighton, mooching around shops and refuelling at cafes.
He donned a cosy maroon puffer coat and a black beanie hat to keep out the cold.
Sugg, 33, shot to fame in 2011 with his “ThatcherJoe” channel chronicling his time as an apprentice roof thatcher.
He lives in a £3.5 million mansion in Brighton with his girlfriend Diane Buswell, who he met after they were partnered on Strictly Come Dancing in 2018.
The pair finished as runners up behind Stacey Dooley and Kevin Clifton.
He is the younger brother of Zoe Sugg, who is also a blogger and internet personality, known on YouTube as Zoella.
She lives in Brighton in a £1.7 million property with her fiancée Alfie Deyes, also a vlogger, with whom she has two daughters: Ottilie Rue and Novie Nell.
Joe and Zoe were members of the “Brit Crew”, a name coined for the group of original YouTubers, a group of friends in their twenties who popularised monetised ‘content creation’ online.
They were some of the first to chronicle their lives on YouTube and make a living from doing so after advertisements were introduced by the video platform.