Traders in Gaywood are asking shoppers to show their support and not avoid the area while roadworks continue.
Queuing traffic is causing chaos and signs warning motorists of the roadworks are also acting as a means of driving people away.
This is having a big impact for some of the businesses which have said there has been a significant drop in the number of people coming through the doors since work started a few weeks ago.
A new pedestrian crossing is being installed at the junction of Lynn Road and Queen Mary Road with the work set to continue until around March 13.
Michael Giffen, of MJ Giffen Butchers, is one of the businesses affected.
“It is going to leave a hole in the pocket for several weeks. I am, on average, nearly a third down in takings,” said Mr Giffen, whose message to shoppers was for them to show their support.
“We are all still here and yes we are still trading. There may be a bit of a hold-up that is going to be a bit more inconvenient but if you don’t support us, some of us may not be here at the end,” he said.
Several traders told YLP that the sequence of the traffic lights wasn’t helping queues.
“It’s made worse because the lights aren’t in sync. Coming down from Wootton Road and coming in from Gayton Road, only two or three cars at a time are getting through. It would help a great deal if the lights could be synchronised,” said Mr Giffen.
Motorists have been blocking entrances and waiting on the box junctions which has prevented others from getting out.
Theresa Macey, of Deb’s florist, said: “It has been very quiet. People have been avoiding the area like the plague.”
The run up to Valentine’s Day is usually busy for the business with last minute customers.
While telephone orders had not been affected, Mrs Macey was waiting to see what the footfall would be like leading up to Valentine’s Day.
One business with a different tale to tell was Gould Barbers, run by brothers Darran and Leigh Gould.
Darran Gould said he was worried about the impact when he first heard about the works but fortunately, their business had not been adversely affected.
A spokesman for Norfolk County Council said: “The work is on schedule and is due to be completed in the week commencing March 10.
“We know roadworks can be frustrating, even when they’re creating something that’s needed, and we really appreciate people’s patience and understanding.”
The council has received one complaint alleging loss of trade and the project engineer has been keeping businesses updated.
Another update was expected this week in response to the complaint, the spokesman said.
A spokesman for Tesco commented: “As always we are working hard to offer great service to our customers and we look forward to serving the local community for many years to come.”