Shoppers will be able to take advantage of free daily parking from today in South Shields.
Throughout December the council-owned car parks in South Shields town centre will be free after 3pm.
They will also be free all day on Sundays and on Small Business Saturday, which is tomorrow, December 2.
The initiative was introduced to support town centre businesses and traders and give shoppers a little extra Christmas cheer.
Coun Moira Smith, Lead Member for Area Management and Community Safety, said: "We try to support both businesses and shoppers where we can.
"The run up to Christmas is an expensive time of year and we are hoping this initiative will benefit residents and businesses alike.
"Around a third of all council-owned parking spaces in the town centre are already free and this additional Christmas offer will give traders and shoppers an extra boost.
"The offer is running for the whole of December, including the week between Christmas and New Year, so shoppers will be able to take full advantage of the seasonal sales too."
Shoppers are also being encouraged to shop local this weekend and get behind Small Business Saturday, which is a national initiative to support, inspire and promote small businesses.
Coun John Anglin, Lead Member for Regeneration and Economy, said: “We have some fantastic local businesses offering a wide range of products.
“Independent and small, specialist stores bring individuality and character to our high streets and other shopping areas.
"Many of our local shops and market stalls will be running special offers as part of Small Business Saturday so it's a great opportunity for people to pick up a festive bargain."
For a full list of car parks and locations visit www.southtyneside.info/parking.