Councillors in Lincolnshire have said they will continue to put the case for keeping Marks and Spencer in the county.
In July, the High Street retailer said it was considering closing branches in Grantham, Skegness and Scunthorpe, due to falling sales.
This provoked fears the towns' smaller stores could lose trade.
Officials from East Lindsey District Council said talks with the firm had shown it was still listening.
Council leader Doreen Stephenson believes the company staying in the area would benefit everyone.
"We know Skegness is on the up and we firmly believe that this is not the time for them to consider withdrawing.
"We would like to see them investing in the store to secure its future for the people of Skegness and the surrounding area, plus the many thousands of visitors that come here.
"Skegness is the fifth most visited place in England and last year saw a 26% increase in visitor numbers to around 949,000 people staying one night or more."
Marks and Spencer said it was listening to all ideas while it considered its options.