An anti-theft campaign is being operated by police officers in Tenby during the run-up to Christmas.
The Christmas period is always a peak time for shop theft, but it is hoped that a high profile police presence in and around the town will deter some offenders.
"Shoplifting is straight theft and should not be softened by calling it something else," Inspector Les Clark, of the town's police station, said yesterday (Thursday).
"We all pay for shop theft in the form of higher prices and we need to combat it," he stressed.
"Officers, including special constables, will adopt a high profile presence during the whole of the month of December, making contact with shop owners and managers on a daily basis," he explained.
"The town's CCTV system will be monitored with a view to targeting suspects," he added.