Newtown Road, Link Top, was re-opened this week after part of the road had been closed for sewerage work.

But shopkeepers say they have lost trade because the road-closed signs placed while Severn Trent carried out the work, which started on February 13, were misleading for drivers approaching from Leigh Sinton.

Peter Kendrick, proprietor of Evans Pets and Gardens, said people seemed to avoid the area completely after seeing road-closed signs at the end of the road.

As a result, he said his trade had decreased by 20 per cent.

If drivers followed diversions, or approached from Worcester Road instead of Leigh Sinton Road they could still park directly outside the shops.

Ali Mogh, acting-manager of Naheed News, said trade had been desperate.

Peter Lupino, partner of outfitters FL Cox and Son, also said his trade had decreased noticeably.

"Last week was our best week of trading in February for years; this week trade is dead," he said on Tuesday.

Keith Steady, owner of Teleradio, said that February was never the best month for trade, but it had gone very quiet.

Alister Foye, spokesman for Severn Trent, said the work, which had been due to be finished on February 27, had been completed early and the road re-opened.

"As the work was done in a residential area of the road we didn't anticipate that trade would be affected," he said.

He said it was felt that local people would know the area and follow the diversions back to the shops, or approach from the other direction.