It’s shaping up to be a bleak midwinter for Sussex businesses.

As well as feeling the pinch of frosty winds, shoppers are finding money tight and many are choosing to do their Christmas shopping online rather than face the extra cost of paying for parking to shop on the high street.

Earlier this month, The Argus reported that hoteliers in Brighton had suffered a severe drop in trade and were expecting next year’s figures to be even worse.

They called for Brighton and Hove City Council to pull out all the stops to give people every reason to visit the city, including holding more festivals and conferences to bring in trade.

But these measures would not necessarily encourage people to shop in the city, so other tactics such as reducing or lifting car parking charges are needed.

Some councils have already made changes to their parking charges to try and encourage shoppers into towns.

In Worthing, the council has offered one of its car parks free to motorists on Saturdays in the weeks before Christmas.

But Councillor James Doyle, leader of Worthing Borough Council’s Lib Dem opposition, said that was not enough to make any serious difference.

He said: “I regret that the little that we have done in Worthing is too little too late.

“Offering free Saturdays in one car park is not going to bring people in their droves but it’s better than nothing.

“At the end of the day we have to remember that the income from these car parks does support and reduce council tax and the money would have to be found somewhere else.

“I would like to see a proper park and ride scheme set up in Worthing. Every bus used could take 40 cars off the roads.

“We are hoping that the town’s traders do well over the Christmas period and we are fully behind them.

“We don’t want to see closed shops in the new year.”

Councils have made similar moves elsewhere in the county.

Motorists did not have to pay in Adur District Council’s staff car parks in Ham Road, Shoreham, Southwick Street, Southwick, and North Road, Lancing, on Saturday and will not have to this Saturday either.

Horsham District Council has decided to freeze charges at its car parks across the town to help support traders and businesses.

The next review of charges is due in autumn 2009.

But Steve Percy from the People’s Parking Protest said that more needed to be done to bring down parking charges all year round, not just at Christmas.

He said the problem was particularly bad in Brighton where prices were among the highest in the country.

He said: “I think if Worthing, which has only just begun its parking scheme, can offer free parking then so can Brighton and other towns around the county.

“A lot of other cities do this as well and Brighton could be more lenient.

“Whether it is the run-up to Christmas or any other time of year, I think parking charges in Brighton are one of the highest in the country both for on-street parking and car parks.

“But at this time of year, when shoppers need to be encouraged to get out and spend their money, being overcharged for parking does not help.

“I think people are aware that to encourage trade it needs to be done.

“If you want people to use your shops then you have to allow them to do it without being overcharged.

“In Brighton, I think that the council should run the parking in the city because it would reduce the cost by millions of pounds, a saving that could then be passed on to motorists.”

If councils really want to boost trade for their businesses then lifting car parking charges would be a good place to start.

With the recent demise of Woolworths, the high street is already losing some famous names in the current economic crisis.

Without cash from consumers and support from those in charge, it is the smaller, independent shops which could also be lost forever.

What do you think? Let us know below.