Traders have failed to contribute a single penny towards an £18,000 appeal set up to raise funds for Christmas lights.
For the past three months, members of Worthing Town Centre Initiative have urged traders to donate the minimum of £18,000 needed to turn the town into a winter wonderland.
About 500 businesses were asked to dig deep in April for this year's appeal.
But three months on, no money has been received and appeal organisers have not asked the council for a grant because they feel it is the duty of traders to pay up.
Chris Spratt, chairman of the initiative, said: "We very much hope the businesses community will get involved.
"With constraints on local authorities' finances, if traders want to enhance their town for a festive period they all have to get financially involved."
Town centre manager Anne Angel said she wanted this year's lights to burn brighter than ever, despite there being no money in the project's coffers at the moment.
She said: "Improvements have been made to installations over the past few years but we still need to carry out considerable work to illuminate the town in a way that will make Christmas shopping a memorable experience for all concerned.
"In the past, local authorities have given contributions to the lighting but it seems unlikely there will be any further grant this year.
"The Town Centre Initiative is as ever looking for the support of the business community to contribute to the well-being of the town."
If the money is raised between now and December, the organisers hope to erect festoon lighting in Warwick Street, light up Liverpool Gardens and put more around the rotunda in Montague Place. The initiative can be contacted on 01903 203252.
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