Dozens of shops in St Helier will be open later than usual this evening, with many trading until 7pm.
The 'Alive after 5' scheme got underway this week, which sees more than 50 stores open until 6pm Monday to Friday, with 20 of those opening another hour later on Thursdays, to 7pm.
The later shopping hours are set to continue until the end of September.
It is hoped the benefits can also be felt outside of the retail sector and provide a welcome boost to the hospitality industry, if people choose to eat and drink in town after their shopping.
The scheme is said to have followed calls from islanders, who said they would like the option to shop later into the evenings.