Wallingford traders are putting collecting boxes in shops asking people to pay for improved Christmas displays.

Traders' leader Elaine Hornsby said they felt 'embarrassed' by the existing lights, which are roundly criticised every year, but had no money to do the job properly themselves.

The move has been criticised as 'a bit of a cheek' by some, who feel traders should fund better festive displays themselves.

MP Ed Vaizey was the first to stump up in the current fundraising campaign.

He was with Mrs Hornsby, chairman of Wallingford Business Partnership, who came up with the idea.

He put money into a box to start off the appeal.

Mrs Hornsby said: "In years past people have told us Wallingford's Christmas lights compared poorly with those in other towns. We have been embarrassed by them and we want to do something about it.

"We have lights and the town council has given £1,000 towards improving them. But we need a lot more than that.

"And so we are asking people to help beautify their own town at Christmas by improving the lights.

"We have started with money boxes in local shops, but don't expect to get too much this year.

"Whatever we get will be used to enhance the lights. We don't have a specific target — we will be grateful for anything we get."

She said expenses had rocketed with professionals paid to put up the lights and plug them in rather than using volunteers. She added: "New lights now have to be costly energy-efficient ones. It's all getting very expensive."

The business partnership is hoping for a boost to funds if the independent organisation Wallingford Partnership Limited manages to get £300,000 from the South East England Development Agency next year aimed at improvements in the town.

If that happens, then shopfronts will have lit-up Christmas trees and swathes of lights in Market Place, High Street and the shopping areas of St Mary's Street and St Martin's Street.

But this year the lights will be confined to 'icicles' in the pedestrianised section of St Mary's Street and 'snowflakes' in Market Place.

Mrs Hornsby said: "We are doing what we can with what we've got this year, but we hope for much better things next year. I hope Wallingford people will help us make a difference in future years."

Dawn Collinson, 54, of Wantage Road said: "I think it's a bit of a cheek. The traders want the lights to boost their own businesses and we contribute through our council tax when the town council gives grants.

"There are enough calls on our money, especially in the present financial crisis, without adding to it."

Ian Watson, 47, of Reading Road said: "I can see the reasoning behind the appeal, but I don't think it will get a big response. Unfortunately, these lights don't just appear by themselves — they have to be paid for."

Jean Locksley, 34, of Goldsmiths Lane said: "Wallingford does need to improve its lights — other towns are far more festive and welcoming. We all benefit from people coming into the town and boosting the economy, so I suppose a lot of us will do our bit and contribute something."