GREENOCK'S shopping street is facing up to its worst ever Christmas - despite action by traders to try and turn around their fortunes.

Business owner Hassia Chalmers has warned that retail in West Blackhall Street is 'as good as dead' at what should be the busiest time of the year.

She blamed a lack of investment, the roads layout and council-imposed parking charges for accelerating the area's demise.

The jeweller fears the £3 million pound revamp promised by the council might be too little too late.

Retailers themselves are trying to drum up trade this year by organising festive events to boost footfall.

Hassia, who owns Sovereign Jewellers, said: "There is nothing here in West Blackhall Street now to pull in passing trade.

"Retail has gone, people just don't seem to shop on the high street anymore. Services are surviving, but that is it.

"To be fair it isn't just in Greenock, it's every town centre. Yet look at the retail park in Port Glasgow, it is thriving. We have been left behind.

"I have been here for 23 years and this is the worst it has ever been. We don't get anyone walking in out the blue - and it is getting worse."

Hassia added: "Twenty years ago we were busy all the time and the Oak Mall was mobbed. It is all gone now and I honestly don't know if it is too late to turn the tide. I would never start up a shop like mine now."

She would like to see action to fill empty shops, incentives to move into the street and free parking.

Local businesses in West Blackhall Street recently announced plans for late night shopping and the closure of the road to traffic.

The demise of West Blackhall Street comes as Gourock's Kempock Street continue to attract shoppers to its array of independent shops.

Hassia added: "West Blackhall Street needs to learn from Gourock and try and mimic what is going on there as it is clearly working."

Inverclyde Council repeated their plans for major investment to revamp the area's road system and make it more attractive to shoppers.

A spokesperson said: “Improving the environment at West Blackhall Street is a priority for the council and for the Greenock Town Centre Regeneration Forum. West Blackhall Street is to get a £3million make-over to make it more attractive to visitors, shoppers and diners.

“Our goal is to make West Blackhall Street as attractive as possible to visitors, shoppers and diners alike with a view to increasing footfall and enticing people to stay in the area for longer. This will encourage them to spend more money at local shops, bars and food outlets, benefitting local businesses.

“However, the council has no control over the current difficult retail situation and there are many reasons why traditional town centres across Scotland and, in fact, the whole of the UK are in decline. This isn’t a problem that is confined to Inverclyde.”