Carpet shopowner Neil Fautley is being driven around the bend by people who go the wrong way down a one way street outside his Devizes shop.
Mr Fautley, who runs Hallmark Flooring in the Market Place, believes it is only a matter of time before a serious accident happens.
He said: “People coming from the Wadworth Brewery direction turn into the slip road outside my shop and the Black Swan either because they don’t see the no entry sign or because they ignore it.
“My desk is in the window of the shop and I see it happen about 10 times a day. It is only a matter of time until someone is knocked over as they do not see the vehicle coming.”
Mr Fautley believes one of the problems is the bus stop close to his shop. He said: “When buses are parked there they block the no entry signs so people can’t see them.
“Personally I don’t think it is the best place for a bus stop.’
He has contacted Devizes police, Devizes Town Council and Wiltshire Council about the problem.
He said: “The police are sympathetic, but say unless they actually catch someone going the wrong way there isn’t anything they can do.”
Town clerk Simon Fisher met Mr Fautley and a Wiltshire Council highways officer.
He said: “The officer said that for the sign to be seen above the buses it would have to be about 30ft high and for that to happen it would have to go before a committee.”
A spokesman for Wiltshire Council said: “We have previously looked into issues reported to us and as a result have refreshed lines and replaced the signage.
“However if vehicles are still accessing this road incorrectly we would recommend that anyone concerned about this should report to the local area board for it to be discussed.”