Businesses in an East Yorkshire market town have agreed to lower their prices one day a week in a bid to put "the oomph back into the high street".
"Driffield Thursdays" will see shops, pubs and other businesses cut prices or provide special offers.
The town council said it was believed to be the first initiative of its kind in the country and would help "re-invigorate" the community.
The agreement will come into effect from 10 March.
Councillor Symon Fraser, chairman of Driffield Partnership, said: "The initiative is designed to put the oomph back into the high street by getting all types of businesses ranging from clothes shops to pubs on board."
Catherine Robson, of Catch Beds, said: "This will really help the high street itself.
"It's something that we're really happy to support and a fantastic scheme that will hopefully encourage more people into the town on both Thursdays and on the other days of the week."