A Brighton and Hove bus company is offering free travel for under-16s for Small Business Saturday.
Brighton and Hove Buses also said that Bus ID holders could go free tomorrow (Saturday 7 December).
The offer was announced just over a week after Labour parliamentary candidate Nancy Platts urged bus bosses to respond to the free parking on offer at five council car parks.
The bus company said: “Brighton and Hove Buses will offer free travel to accompanied under-16s and Bus ID holders on Saturday 7 December.”
It said that the move was “designed to attract more families to come into Brighton and Hove to shop and eat on Small Business Saturday – the day marked out to celebrate and support small local businesses”.
On the same day last year the bus company carried more than 134,000 passengers into and around the city. It hopes to exceed the figure tomorrow as the Christmas shopping season gets into full swing.
The company also said that it would aim to lay on extra buses if routes became particularly busy.
Brighton and Hove Buses managing director Martin Harris said: “We want to continue to play our part in supporting the small local businesses that are so important to the city.
“Brighton and Hove has the best range of independent shops in the country and if we can help bring more people into the city by bus, at a time when household finances are stretched, it will help shops, restaurants and entertainment businesses.
“If shoppers have a few more pounds to spend in the shops, and that tempts people who don’t normally travel by bus to try out our services, then that will help everyone get around the city on these very busy Christmas shopping days.”
The Accompanied Kids Go Free offer is not available on any night buses.
Nancy Platts, the Labour candidate for Brighton Kemptown, said: “I am delighted that Brighton and Hove Buses have responded to my call to offer free bus travel.
“This is a great way to support Small Business Saturday and families on low incomes at the same time.
“I hope that everyone will enjoy a family Christmas shopping day in Brighton’s unique and diverse range of shops this Saturday.”