Shoppers are being encouraged to visit Harborough to make the most of free parking at weekends leading up to Christmas.
The Harborough District Council initiative, which will see all council-owned car parks free of charge on the three Saturdays leading up to Christmas, aims to attract more people into the district during the festive shopping period.
The free parking will start this Saturday (December 7) - the date of a national campaign, backed by the Prime Minister, called Small Business Saturday which encourages people to shop locally and use independent retailers.
It has been chosen because it tends to be the busiest day of the shopping year in the UK and provides an excellent opportunity for businesses of all kinds to raise their profile.
Free parking also applies on Saturday December 14 and 21.
It is free to park in council-owned car parks in the Harborough district on Sundays.
Council leader Blake Pain said: “The Prime Minister is encouraging people to shop locally and assist small businesses in their communities and so should we.
“It is a fact that many small retail shops rely on a good trading environment in the run up to Christmas in order to survive the quieter trading period between January and March.
“Our retailers have an excellent offer that tempts many people to visit our district throughout the year. They shall be competing for every pound against the internet and other shops within Leicester and Leicestershire in the run up to Christmas, which is why we should do everything we can to support them.”