Summer sales, the strong euro and the opening of fashion store New Look are all helping St Helier to buck the trend of the recession.
Despite the toughest trading conditions for some years, retailers in town are reporting strong sales and an increase in business.
The strong euro has made Jersey an attractive destination for shoppers from France and Germany, who are taking advantage of the current rate of exchange to spend in St Helier.
The opening of New Look has reinvigorated that area of town, bringing younger shoppers back to the streets in the heart of town.
Chamber of Commerce president Ray Shead said that it was certainly challenging for businesses in the island at present, but not at the same level as in the UK, where there were many empty shops because of the financial crisis.