Crystal Palace striker Dwight Gayle will not be joining Bristol City, Robins' boss Steve Cotterill has said.
The Championship club had an undisclosed bid for the 24-year-old accepted on Tuesday.
On Thursday, Cotterill gave Gayle a deadline to make his decision, but the striker has now opted against the move.
"He has made it clear he does not want to come so we have to move on.
"We have other targets, it is just whether we can afford them or not. I don't know if that money is going to be available or not."
This summer, City have signed striker Jonathan Kodjia, wing-back Ryan Fredericks, goalkeeper Ben Hamer on loan from Leicester and forward Callum Robinson, who joined on a season-long loan from Aston Villa.
A number of other clubs are reported to be interested in Gayle, who joined Palace from Peterborough in 2013.