Shopkeepers in the Midlands are reporting a drop in sales as people stay at home to watch the Olympics.
Traders say the High Street has been noticeable quieter, especially when the top British athletes have been in action.
It appears to fly in the face of many forecasts which predicted the Games would herald a retail boom.
Shopkeepers in Mapperley in Nottinghamshire welcome the wonderful success of Team GB, but say Olympic fever has stopped shoppers spending.
Denise Bailey, who runs a fruit and veg shop in the town, admits trade has been up and down, but thinks people are choosing to shop around the Olympic events they want to watch.
Research group, Springboard, which surveys shopping trends, has found that retail sales were 9% down outside London during the first weekend of the Olympics. Even traders in towns which are hosting sports have suffered.
However, the British Retail Consortium optimistic about the economic benefits of the Games: