A Berkshire council has introduced new parking charges to encourage more customers to visit a farmers' market.
Reading Borough Council is introducing a new 50p short-stay charge for the town centre market following a review.
Traders launched a petition after the NCP-operated car park in Cattle Market began charging a flat rate of £4 in January to park for up to 24 hours.
The new charge, which applies to the first hour of parking on Saturdays, comes into effect on 5 March.
Transport councillor Richard Willis said: "We've listened to the concerns of traders and visitors and to the problems they have experienced and we are delighted, following discussions with NCP, that we are now able to introduce this new reduced 50p charge for the first hour's parking on Saturdays.
"It will benefit the traders who work out of the market, and visitors to the market itself."
Before January, visitors had to pay a minimum of £1.50 for an hour's parking.