Traders in Wallingford say it is "business as usual" despite the closure of the High Street for repairs.
They want people to know that businesses to the west of the Lamb crossroads will remain open during Oxfordshire County Council's two-week programme of maintenance work on sewers.
A 50-metre stretch of the road has been closed to traffic until Saturday, September 1, and will close again from Monday, September 3, to Tuesday, September 11.
Deborah Balchin, who owns Occasions Unlimited, in High Street, said: "All the shops will be open and it will be business as usual.
"Access to the town's car parks will be unaffected, and the pavements will be open."
Wallingford Business 2000 chairman Pat Hayward added: "Shoppers must not feel discouraged from coming into the town centre. Castle Street and access from the east side of the town will still be open. People will be able to reach the main car parks from the west."
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