Festive shoppers in Great Yarmouth town centre will benefit from free all-day parking every Sunday, from Sunday, November 26 to Sunday, December 30.

The incentive by Great Yarmouth Borough Council will be run over six Sundays at the car parks in King Street, Stone Cutters Way, Brewery Plain, Fullers Hill, George Street, Market Place and Howard Street (Palmers).

In a joint statement, the council's political group leaders, Graham Plant, Kay Grey, Trevor Wainwright and Adrian Myers, said: 'We know that Christmas is a crucial time for our town centre and its traders. This free all-day Christmas parking on Sundays, together with the existing parking incentives, aims to encourage more shoppers to choose to visit our town centre and to shop for longer.

'The public have identified Great Yarmouth town centre as a top priority. In helping to boost footfall and the local economy, the parking incentives support our Town Centre Initiative, the borough council's wider work to enhance the town as a destination where more people choose to live, work, invest and spend their leisure time and money.'

Parking remains free in all town centre car parks every weekday from 4pm, and free from noon on Wednesdays, at King Street, Brewery Plain and George Street.

Free parking incentives are available with a Resident Advantage Card and through the Town Centre Partnership's First Hour Free initiative.

All residents of the borough are entitled to order from the borough council a Resident Advantage Card, which gives a third hour completely free to residents who pay to park for two hours in any town centre car park, including Howard Street (Palmers) car park.

Resident Advantage Cards can be ordered online at www.great-yarmouth.gov.uk for a one-off fee of £2.50, which is solely to cover the costs of producing and posting out the cards. This free hour runs alongside other parking incentives available, including Great Yarmouth Town Centre Partnership's First Hour Free initiative.

First Hour Free allows anyone who uses the borough council's town centre car parks and spends £10 or more in one transaction at participating retailers to get the equivalent cost of one hour's parking discounted off their purchase.