Market traders always keep a close watch on their customers to see if they are eyeing up bargains or are uncertain about purchasing goods.
But in Dereham's marketplace, traders need eyes like hawks to prevent shoppers from coming to harm.
Complaints have been made about the danger posed by the potholes in the town's historic market square.
One trader noted that he has even had to catch customers to prevent them from hurting themselves when tripping.
The issue has been highlighted after councillor for the Dereham Withburga ward, Harry Clarke, said that a person who worked in the public sector tripped in one of the holes in the marketplace and bruised their hip.
It has led to traders now voicing similar fears.
"There's been a lack of preventative care with this road," said Mr Clarke.
"The biggest issue is when people get out their car. We're also worried about customers tripping over the potholes between traders' stalls."
Many traders share these concerns. Some are worried that the potholes will have a negative impact on business, especially on Fridays when the market is at its busiest.
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"It's gotten worse and worse, and no one seems to do anything about it," said Andy Killick, trader for Shire Food.
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"We've actually had someone draw chalk around the potholes, but it was so long ago that it's worn off," Tony Draper, of Draper's Menswear, added.
Alex Buckenham, who runs the Get Stuffed Catering Company van, has been working in Dereham's market for five years, and said that the potholes had been there for at least as long as he has.
"I've seen people trip all the time. We had someone from the council come fill one of the potholes along the road, but when we asked if they could fill the ones in front of the van, they said it wasn't part of the job," Mr Buckenham said.
"We want more footfall in the market," said Mr Clarke, noting the efforts to try increase tourism for the town.
The relevant council was contacted for comment.
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