Shoppers in Brigg have been warned they could face heavy fines if they park in the B&M store car park for more than 90 minutes.
It had been hoped free and indefinite car parking would be allowed at the site, which is in the old Lidl store area.
Brigg’s town centre car parks, managed by North Lincolnshire Council, allow two hours free parking, with charges then applicable for longer stays.
Nearby Tesco has a three-hour free arrangement.
Free and unrestricted parking though applies on Saturdays in both the Angel and Old Courts council run car parks.
The new regulations though still apply on Saturdays at the B&M Store.
Cameras have already been installed at the B&M site.
At busy times traders have expressed concerns at the lack of space in public car parks in the town.