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It's hoped eight months of free parking at car parks in part of the county, will encourage more of people to shop locally.
Tendring Council says car parks in 7 towns and villages will offer free parking in the afternoons from October.
Councillor Nick Turner says: "We all know these are very difficult financial times for everyone and we can help by supporting each other."
The scheme - to help boost local trade in the district - runs until the end of May next year.