Shoppers can now pay 30p for 30 minutes parking in Redbridge high streets as the Christmas shopping frenzy starts.
Redbridge Council rolled the reduced charges out in Ilford, South Woodford, Barkingside and Gants Hill on Tuesday.
Drivers will be charged 30p for 30 minutes for on-street pay and display areas and 30p for 20 minutes in Ilford Town Centre, where it previously cost 80p, indefinitely.
The new scheme aims to help increase trade from local businesses in response to complaints from shops and residents over parking charges.
Cllr Shoaib Patel, cabinet member for transport, said: “It’s great that I’ve been able to deliver one of my promises and we’re in perfect time for Keep Trade Local Week.”
If the lowered charges are kept, the council will lose £373,000 income a year.
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