London's West End wants the government to relax Sunday trading laws.
Along with neighbouring borough Knightsbridge, the two claim current rules mean businesses in the capital are struggling to compete on a global stage.
Putting forward this month a proposal to stay open until around 8pm, representatives say international tourists are used to visiting global destinations open far later on Sundays.
They believe London needs to move with the times, support firms struggling to recover from the pandemic, and abandon the current and 'outdated' six-hour rule.
They cite parts of America, Italy and Dubai where areas popular with visitors have more relaxed Sunday trading to capitalise on the opportunities increased footfall can bring.
Extending opening times by two extra hours would generate an estimated £340m annually, resulting in £70m of additional VAT, and support over 2,000 jobs, suggests their commissioned research.
It's understandable cash-strapped shops want to make the most of every trading opportunity - especially with summer on the horizon which will bring more visitors.
And while the issue of staffing and fairness for workers is another argument entirely - I can appreciate their point.
Amid tough trading conditions, where businesses are fighting to stay afloat, why shouldn't those with a livelihood to protect have the chance to try? The same might apply to many other UK towns and cities who would like to try pushing back against the traditional 4pm close.
I'm not suggesting we all need to be buying new trainers at midnight - there's online shopping for that - and for the record I'm massively in favour of the current trend since the pandemic for supermarkets and retailers to close on Boxing Day.
But would an additional two hours on a Sunday be so bad if businesses wanted to try it?
You can go to restaurants, theatres, cinemas and many attractions past 5pm on Sundays - so why not shop for clothes or even food? Especially when we know many people don't work a traditional Monday to Friday, 9-5pm.
And could more flexible Sunday trading laws make for more healthy competition?
Thousands of convenience stores have popped up recent years - mostly owned and run by supermarkets. But research suggests shopping in them, as opposed to the same chain's larger superstore, can see you shelling out anything between 10% and 20% more for what you need.
Whether it's a bottle of emergency children's paracetamol, grabbing the birthday card you forgot to post, or extra bread and milk to see you into Monday - you're likely to be paying far more for it if you use a convenience store.
That's not rocket science.
Shops, regularly open much later, buying in smaller batches, which need to be delivered more regularly, to retailers in more populated areas which command higher rates and rents all mean those costs need covering.
But with many of those reliant on convenience stores on lower incomes - such as the elderly, shift workers, or those living hand-to-mouth, - there's little competition to help drag down prices.
Where I live is a convenience store (owned by one of the big supermarkets) that is, without fail, instantly three times busier once the supermarket two streets further away shuts at 4pm Sunday. It also does a roaring trade after 9pm Saturday too.
Convenience stores are trading off of exactly that - convenience.
And talking of children's medicine - you'll also struggling to find a pharmacy open past 4pm on a Sunday because, come the second day of the weekend, it's often only supermarkets keeping theirs open, and they have to shut after six hours.
But if we enabled other retailers to come in and offer some Sunday evening competition - particularly around 5pm which in summer can still feel like early afternoon - could that be better for everybody?