ANGRY traders have blasted Dorset County Council for warning shoppers away from Parley Cross.

The authority issued a press release on September 30 advising drivers to “steer clear of Parley Cross” while a gas main on New Road was being installed, which comes at the same time as the Spur Road rebuild.

And on Wednesday businesses on New Road's shopping parade told the Daily Echo this has resulted in a “noticeable drop in footfall” despite the area being clear of traffic during the majority of daytime trading hours.

Laurence Westwood, proprietor of Tiegla Tiles, said: “It has been a lot quieter – and there is no good reason for it. It was a stupid statement for them to put out. They’ve done this and then not thought about the consequences.

“People often drive a lot of miles to get here and are not going to travel from Bournemouth or from Christchurch and other areas, because they are going to have read this and think ‘I know what’s going on over there and I’m going to stay away’.”

Beautician Amy Lazenby, of Rejuvenate Beauty, said the row of shops had turned into a “ghost town” since the council issued the advice.

She added: “There are definitely not as many people coming through the door even though you can see how little traffic there is.”

Owner of Comfort Bathrooms, Mike Aver, said: “There has been a noticeable drop in footfall and it comes at a particularly critical time of year for us."

Pippa Owen, who has owned Parley Barbers for four years, said she can only remember having fewer customers during the road’s full closure.

Fish and chop shop Herbies was quiet when the Echo visited at lunchtime and manager Tony Pomeroy said he too has noticed a drop in custom.

And practice manager of Parley Cross Veterinary Centre, Kirstie Gray, said she is concerned that people are avoiding the area unnecessarily.

Another shop owner, Edward Petty, said the authority denied ever issuing the advice when he phoned to complain.

A Dorset County Council spokesperson, however, confirmed the information was released on September 30 and said whoever spoke to Mr Petty had not passed on the correct information.

Head of highway operations, Andrew Martin, said the council had a "responsibility" to help drivers plan their routes and "avoid some areas to keep Dorset moving".