Visitors to South Tyneside and seasonal shoppers are receiving a sprinkling of Christmas cheer with free daily parking throughout December this year.
Council-owned car parks in South Shields town centre will be free after 3pm for the whole month.
They will also be free all day on Sundays and on Small Business Saturday (3 December).
The free car parking throughout December initiative has been introduced to support town centre businesses and traders as well as give shoppers and visitors to the Borough an extra boost.
Councillor Moira Smith, Lead Member for Area Management and Community Safety, said: "We are committed to supporting local businesses, shoppers and visitors to the Borough where we can.
"Getting prepared for Christmas can be stressful and expensive which is why we are hoping this initiative will benefit residents and businesses alike by making it convenient for everyone to visit the town centre and get some seasonal treats for friends and family.
"The offer is running for the whole of December, including the week between Christmas and New Year, perfect for shoppers wanting to grab a bargain during the seasonal sales."
South Tyneside's Christmas Wonderland programme is jam packed full of festive family-friendly events for residents and visitors to the Borough to enjoy.
Councillor John Anglin, Lead Member for Regeneration and Economy, said: "I am delighted we have been able to put this scheme in place over the festive period to help seasonal visitors and shoppers enjoy what we have to offer in South Shields.
"This is in addition to the 300-plus free car parking schemes at various locations throughout the town centre including Ocean Road and the Customs House which we have all year round. This additional Christmas offer will give local businesses and visitors to the Borough a little festive cheer."
For a full list of car parks and locations visit www.southtyneside.gov.uk/parking.