Mr Byard said a social media campaign to remind people the town was open for business had made a "massive difference".

BBC: Ironbridge flooding hits Christmas sales

Dori Byard, a scout who's a buyer for Kraft, noticed one morning that her car's route would go through Boone, Iowa around lunchtime.

FORBES: Adventures in Corn

Nigel Byard at IACC, which features about 70 different local traders and craft makers, said the business had managed to keep the river out, but trade had suffered.

BBC: Ironbridge flooding hits Christmas sales