TOWN centre traders have appealed for customers to return to Colchester’s High Street after a slump in sales this month.

Jamie Milleare, who runs Darcy’s Traditional Sweet Shoppe, in Eld Lane, has experienced his quietest January for years.

He has installed a huge picture of Marilyn Monroe in his window in a bid to get people into his shop.

Mr Milleare said: “January is a very hard time for independent traders.

“This month has been quieter than previous years. I don’t know what’s going on.

“We’re just trying to get people into the town centre.”

Jez Dixon, co-owner of Best Days Vintage, has noticed a fall in customers, but says it is nothing worse than he had predicted for this time of year.

He said: “It’s the nature of the year. We had such a good December, so it is a contrast. It is quite hard to deal with mentally. You go from the busiest time of the year to the quietest.

“We’ve gone heavy on the sale because obviously nobody has any money in January, so you have to price accordingly.”

David Burch, director of policy at Essex Chambers Of Commerce, said January was often quite quiet because people were replenishing their bank balances.

He said it was possible to make a successful start to the year.

He said: “In recent years we’ve had a number of businesses in Colchester that have done very well. They’re often niche businesses.

“Then we’ve had others that haven’t done as well, usually in sectors with a lot of competition who haven’t adjusted their working practice to take into account online shopping.”

Jackie Borck, who runs Jones Bootmaker, in Culver Square, has had a very good January.

She said: “In my first four weeks of this year, I’m up 16 per cent against last year’s figures.

“Any increase is good, but I didn’t expect 16 per cent. It is very encouraging.”

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