Coun Mike Sanderson, who runs an electrical shop on the high street, argues that too many Fleetwood shops are shut on the traditional Sabbath day and believes more traders should take the plunge.
But although he is confident that more widespread Sunday trading will eventually happen in the town, his views have been met with a mixed reaction.
Coun Sanderson, who is the chairman of Fleetwood Chamber of Trade, said: "I have been opening on Sundays for the last 18 months.
"It is definitely worth doing so, but I cannot believe that in this modern day age so few other shops bother.
"Look at Cleveleys just down the road - shops there say that Sunday is now one of their best days for trade and the town centre is packed and vibrant.
"I honestly think that if more Fleetwood shops opted to do it, they would feel the benefit in these difficult times."
Many of Fleetwood's larger stores, such as Peacocks, Hitchens and Asda, as well as Freeport village, do stay open on Sundays.
Other smaller shops, however, remain reluctant.
Caroline Boot, who runs adjoining Lord Street card and gift shops, the Mole Hole and Forget-Me-Not, said: "We have tried it before and unless every other shop is open, it is just not worth it.
"Apart from that, I think shopkeepers deserve to have time off like everyone else."
But Mrs Boot did believe that another Fleetwood tradition, half-day closing on Wednesdays, did need to come to an end.
At luxury goods store Plush, Jackie Murray said: "Sunday is my only day off, so I just wouldn't want to do it."
And Arthur Brooks, proprietor of Brooks Cycles, North Albert Street, said: "We tried opening on Sundays and analysed it, and it just didn't prove viable."
But at Richardson's Fish Bar on Lord Street, manager Lesley Williams said: "We are open seven days a week and I think Fleetwood should be more like Cleveleys."