Wincanton's town team has reassured local businesses that a new weekly market will not steal their trade.
A team of traders leading the campaign to revive Wincanton's high street hope to have a weekly market up and running by early 2013.
However, the team has poured water on fears that the incoming stalls could hit the pockets of the town's existing traders.
South Somerset district councillor and town team member David Norris said: "I'm aware that starting up a market could cause local traders some concern, but the project will be a benefit for the town as a whole.
"Some traders will be concerned about the potential competition but I have been assured that local businesses will also benefit from the extra footfall – both on market day and from returning visitors.
"We strongly believe a weekly market is what we need to draw people out of supermarkets and back into our town centre."
The team hopes the market will be held in the Carrington Way car park every Wednesday – the town's traditional market day originally granted by Queen Mary in 1556.
It is expected that the market will initially run as a six-month pilot – with the view to restoring it permanently.
Mark Valance, who runs The Lunch Box on the high street, has welcomed the plan – but thinks some traders will inevitably "have their feathers ruffled".
He said: "I personally have no problem – some traders could possibly feel threatened but I face competition anyway so am used to it.
"I welcome the idea of a market. It will bring more people into the town centre and that's something which is long overdue in Wincanton.
"I think high street traders need to be more competitive – every town needs to fight for customers.
"The good thing is that it will be in the centre rather than in a random car park on the edge of town.
"I have no qualms about it and think it will prove a welcome addition to the town."
Wincanton's push for a weekly market was aided after recently receiving a £10,000 windfall from a £5.5million Government support package for high streets and town centres.
The team, which is now a Town Team Partner, was backed by local MP David Heath in its strive to get the ambitious project off the ground.
Colin Winder, mayor of Wincanton, has expressed his support for the weekly market initiative since its inception.
He said: "Even if it's just curiosity, a new market will push people into the town centre. I don't see any problem and can't see it being detrimental to other businesses."
Nearby Castle Cary currently operates a small market every Tuesday – and has the capacity to expand in the future.
Terry Philpott, chairman of the town council, said: "The size of our market is one of the things we are actively reviewing."
