Firefighters wearing breathing masks used two jets and two more hose reels to put the fire out at Gifts Galore.
Engines from Blackpool, Bispham, Fleetwood and St Anne’s were all in attendance at the site near North Pier on Friday, July 13 at 11.30pm.
Last night’s fire is the second in a week with the other nextdoor to Gifts Galore at MFA Bowl overnight on Friday, July 6.
Lancashire Fire and Rescue Service believes the two fires are not linked but are not ruling it out at the moment.
Watch manager Warren Topp said: "On arrival smoke was issuing from the first and second floors.
"Access was made to the first floor using ladders and a hose reel to fight the fire through a window using two breathing apparatus."
The fire crews also tackled the fire from a first floor window.
They managed to access the ground floor by cutting through the roller shutter doors to allow two more firefighters wearing breathing masks to go inside.
After an hour an engine from Preston with an aerial ladder platform also arrived to assist.
"This was because the fire began to spread to the roof,” said watch manager Topp.
"The seat of fire was then located internally and a further six breathing apparatus were used to extinguish the fire - 10 in total.
"Damage to this property and its stock was extensive."
Crews remain at the incident damping down.
Speaking to the Gazette this morning fire investigations officer Lee Cook said: “We‘re carrying out a fire and police investigation into the cause of the fire. At this moment in time the investigation is still ongoing and we are following a couple of lines of enquiry.
“On the first floor there was a single room which the fire has been contained within and that's where we are focusing our attention at the moment.
“We are moving fire debris and trying to identify a plausible ignition source.
“We do not think that the two fires are linked at this point but it is not out of the question.”
Fire investigations officer Cook has requested a building inspector go visit the site to help investigations.
An onlooker said: “We know some of the staff there. It’s potentially devastating as it’s their livelihoods.
“It’s the second fire in a week.”