More than 40 independent shops around Market Place have signed an open letter opposing a 50p rise in town-centre parking charges due to start next month.
Traders say footfall is already down on last year and the increase will push shoppers towards free parking at retail parks on the edge of town.
“We are not asking for a handout. We are asking them not to make it harder for people to come in,” said one café owner who organised the letter.
The council says the money is needed to maintain its car parks and that the first 30 minutes will stay free.