Motorists driving in parts of central London on Saturdays in April will be able to park for free.
Kensington & Chelsea Council has waived charges on the borough’s 5,600 pay and display spaces to help local businesses.
It hopes the measure will attract more potential shoppers to the area and also stave off competition from Westfield Shopping Centre in west London.
The scheme will cost the council about £300,000 in lost revenue, it said.
Visitors will be allowed to park for a maximum of two hours, saving £6, and the council has ordered 800 bags to cover every ticket machine.
“This is a first for us and a measure of how seriously we take our businesses and the challenges they are facing,” said council leader Merrick Cockell.
“This represents a package of really tangible measures we are taking to combat the economic climate we are in.
“We do have a fantastic retail offer here – from the big high street brands to small independent specialists.”
bbc.co.uk/news 21/02/09