The 11am-4pm period for exclusive pedestrian access to Broad Street, Queen Victoria Street and Cross Street is being extended to 10am-6pm after a survey was carried out by economic development company, Reading UK CIC.
A total of 65 of the 74 businesses quizzed for the survey supported the changes, and borough transport leader, Cllr Tony Page, said: "The survey showed a very clear consensus among town centre businesses for an extension of the pedestrian hours. We would urge all businesses to notify their suppliers in advance so as to avoid any later problems."
The change will come into effect on Monday, February 4, and lorries delivering to town centre shops must leave the zone by 10am.
Signs will be altered and bollards will be put at the northern end of Queen Victoria Street during pedestrian hours. The council has also introduced three new loading bays, near Harris Arcade in Friar Street, in St Mary's Butts near the Allied Arms pub and in West Street.
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