Didcot's booming Orchard Centre is drawing shoppers away from neighbouring towns, including Abingdon, Wallingford and Thame.
And the future for the town looks bright for the New Year - with more new shops on the way.
Thousands of shoppers have flocked to the £50m Orchard Centre since it opened officially in September 2005, with traders noticing more customers travelling from Abingdon in particular to shop in Didcot.
Orchard Centre manager Emma Barry said: "Talking to the shop managers, some customers are coming from further afield this year.
"It has been extremely busy and it has done even better than the last two years, which is fantastic news. We are doing very well and there are more shops than ever. It has been really successful."
She added: "Units are filling up all the time with M&Co, Cibo and the new cinema which have all come this year.
"The Orchard Centre can definitely expect more stores next year."
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