Free car parking has been offered in Lincoln this weekend to help offset the financial impact following the cancellation of the Christmas market.
The City of Lincoln Council was forced to cancel the event for safety reasons following the recent snow and ice.
The market regularly attracts more than 150,000 people and raises millions for the city's economy.
Free parking is available at The Lawn, Westgate, Langworth Gate, St Paul's Lane and Castle Hill car parks.
The four-day Lincoln Christmas Market was due to begin on 2 December but was cancelled following a meeting of the market's safety advisory group - made up of representatives from organisations including the emergency services.
Councillor Marc Jones from City of Lincoln Council said: "We know the cancellation of the Lincoln Christmas Market was a real blow to local businesses, which make up one third of stalls at the market itself.
"Whilst there was nothing to be done about the severe weather that forced the cancellation of the event, we have worked hard to give businesses as much support as possible with three hours of free parking in our uphill car parks this weekend."