The festive celebrations and Christmas lights switch-on in Maidenhead on Saturday will mark the start of free weekend parking within the town centre.
Drivers can already park in council-run car parks free of charge on Sundays but shoppers will now also benefit from free parking every Saturday up until Christmas.
The free parking applies to the Broadway, Town Hall, Grove Road, Hines Meadow, Stafferton Way and West Street car parks.
Town centre manager Steph James said: "We appreciate people have lots of choice locally so we want to make it as easy as possible for people to come into Maidenhead.
"We have got some great national shops and some even better independents so it's another reason to come and pay us a visit."
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