Wairoa's Mahia Ave Dairy owner Sima Singh said he'd been noticing the shop's floorboards shaking.
"The big one made a bit of a noise," he said. "I could see the boards moving."
He said he raced into the shop's living quarters and ushered his family into the street. Little said the swarm activity was normal for the East Coast and residents shouldn't be too alarmed.
It was unlikely there would be further earthquakes very much bigger than the large 4.8 shake, but it could not be ruled out.
"The duration of a swarm can't be predicted, but this swarm will most probably continue for a day or so," she said.
The swarm started on Friday evening with six noticeable shakes within 45 minutes.
The largest was a 4.1 shake at 5.46pm and was felt from as far away as Wellington.