Shoppers heading to Swindon will benefit from free parking on Sundays from April in a bid to drive up retail footfall.
But the £390,000 cost of the initiative will be covered by a 10p per hour price increase for workers and shoppers wanting to park in council-run car parks from Monday to Saturday.
Councillor Oliver Donachie, Swindon Borough Council’s cabinet member for economic development, said: “This is great news for residents and businesses.
"To be able to park for free for a full day, especially at the weekend, will create new opportunities for everyone.
“We know that the rise of online shopping has posed a number of challenges for local businesses and we want to do as much as we possibly can to help them thrive.
"The free parking provision on Sundays will help to create an extra 52 days of trading for businesses, and I would encourage residents to take full advantage of it.”
The first free Sunday for the council’s town centre car parks will be April 7.
Councillor Dale Heenan, Swindon Borough Council’s cabinet member for the town centre, said: “Free parking on Sundays is the new town centre parking policy.
"I hope local residents and businesses use this opportunity to support our town centre, as we all wrestle with the challenge of online shopping and the changing high street."