TOWIE has increased trade among hotels, beauty salons and hairdressers by as much as 100 per cent, our research shows.

But following poor feedback from the opening episode of the new series, it is yet to be seen if the cash continues to flow into town on the back of the hit ITV2 reality show.

The biggest beneficiaries of the show that now attracts hordes of so-called "Sugar Hutters" from all over the country are the town's hotels and bars.

But other retailers operating away from the town's night-time economy say they will barely miss the 18-month-old show if and when it finishes.

It is unclear if the Sugar Hut, the main magnet, will remain the attraction if the television producers decide to pull the plug.

But currently each weekend eight floors of the nine-storey Premier Inn are filled with scores of visitors who travel from as far as Glasgow and Ireland for a taste of Essex nightlife.

Hari Bansal, manager of the Kings Road hotel, said: "Business is good. I'm not going to lie. But it can be very, hard work to look after all the drunk people."

Also enjoying the boom is a fake tan business. Beautician Rebecca King, who branched out into discounted cosmetics last year, says her tan-in-a-van business has boomed since The Only Way Is Essex hit screens.

In the past two years, her three-year-old enterprise has seen sales increase by 50 per cent.

The 21-year-old, from Billericay, said: "Trade has increased since the show, especially at weekends when people go out and want to have a bit of colour."

The Sugar Hut has become one of the must-go-to nightclubs in the UK, but High Street bars and pubs, such as The Swan, have seen takings increase by about 15 per cent, thanks mostly to more women enjoying a night out.

Jamie Balkwell, manager at the Swan, said: "The show has certainly brought in trade."

Hairdressing businesses have also been thanking the TV producers who decided to base the fly-on-the-wall docu-drama around a group of Brentwood friends.

Nigel Clark, who owns the Hair Company in Crown Street, says bookings have increased by around two per cent while the Hub, also in Crown Street, say their takings have gone up by 10 per cent and Spargo estimate that takings may have increased by five per cent.

All admit that a significant number who book haircuts are from other parts of the UK.

Minnies, in Ropers Yard, has become a mecca for teenage girls thanks to the onscreen presence of owners, Sam and Billie Faiers. But other clothes and jewellery shops nearby have barely noticed the extra visitors.

Lin Heath, owner of French Quarter, said: "We've seen an increase in sales, but not a lot. I've seen lots more teenage girls shopping who have probably spent all their pocket money on a top."

Owner of Mesh, in Crown Street, Jeanette Cassar, estimates her sales have increased by one per cent.

"If one of the stars has a dress on that I sell and I shove it in the window, that helps," she said.