DESPERATE city traders were sending a Christmas message to shoppers today - please come to Worcester, because we're still open.

They say they are watching their Christmas trade float away with the floodwater as hundreds of shoppers shun the city for alternative shopping centres.

And they are worried that media coverage of the floods has given the impression the city centre is closed at the year's most important trading period.

As tonight's late-night shopping loomed, they have already noticed a distinct drop in trade.

"During the last floods, we had an instant city closedown. Shoppers stopped coming," said Alan Mansfield, a director of lighting shop Jessica Jones, in Reindeer Court.

"They're mostly the people who aren't affected - from Evesham, Droitwich, and this side of the city.

"It's only the old bridge that's closed. The city isn't under water, which is the impression that the national media are giving.

"In excess of 50 per cent of turnover and profit comes in the last month of the year. If you take away a quarter of that month, then businesses are going to get hammered. Eventually a few won't survive.

"We're taking it on the chin but, for newer businesses, it will be more difficult."

Herefordshire and Worcestershire's Chamber of Commerce said last month's flooding was bad enough for traders, without having to contemplate a recurrence.

"The four main stores in the city recorded a loss of £840,000 in two weeks," said Peter Morgan, of the Chamber of Commerce. "That's just the four main stores. The overall figure is likely to be more than £1m as a whole.

"The council closed the bridge as late as possible, which has helped."

Councillor David Clarke urged people to still go into the city centre if they could.

"If you look around the shops, you can see the effect of the floods," he said. "Where they should be bustling they're empty."