New signs have gone up in Willenhall in a bid to stop the long-running problem of cars driving through the town centre.
However, some shopkeepers claim they will prove bad for business as they do not allow time slots for deliveries.
Traders in Cross Street said they were shocked when the signs were put up in the street banning loading at any time.
Businesses including a butcher and a baker today said it would make life tougher for them as they will not be able to get stock to their shops as easily.
They are calling on council chiefs to introduce a time for loading .
Matthew Butler, from the 100-year-old business Butler’s Butchers, said: “These signs have suddenly gone up saying no loading at any time. Me being a butcher’s shop, I have to have deliveries of stock. In Market Place, the shops have time allocated for deliveries.
“Cross Street seems to be the forgotten street of Willenhall yet again.”
Mr Butler said the majority of the businesses in Cross Street relied on deliveries of stock.
Atefah Dortaj, who runs Imperial Cake, said she now faces lugging heavy bags of flour and caster sugar from her car to the shop.
She said “We also make wedding cakes in the shop – it’s not the kind of thing you can carry through the town centre.
“I have contacted Walsall Council and asked them to give us some flexibility and introduce certain hours when we can load and unload.” The baker, who has run the business since 2011, said she had also found someone to rent the empty shop unit next to hers.
But on hearing about the new restrictions, there were now doubts over whether the lease would go ahead.
It was planned for a cafe and pizza takeaway.
“These restrictions could end up being very bad for business,” she said.
Calls have long been made for action to be taken in Willenhall town centre amid fears cars driving through it are putting lives at risk, especially on market days.
The signs have been aimed at stopping drivers from passing through Cross Street, Market Place, Stafford Street and Wolverhampton Street.
No-one was available for comment today at Walsall Council.