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Christmas will not be the same for hundreds of thrill seekers after Deal Boxing Day Dip was cancelled.
The news that the festive swim can no longer go ahead was announced by organisers Deal Rotary Club today.
It is the first time in more than 30 years that the tradition has not gone ahead.
Rotary Club president Paul Robbins said: "It is our belief that the Coronavirus situation is so fluid and uncertain, that we need to make the call now.
"We hope you will understand that as a responsible organisation working to support the local community, we have had to do this in the interests of everyone`s safety.
"Hopefully the situation with regard to the Covid 19 pandemic will be better in 2021 and we can put on a bigger, even more fun filled event then.
"Thank you for your understanding".
Dippers traditionally don fancy dress and take the opportunity to collect sponsorship for the event's chosen charities or their own good causes.
The promenade and pier are usually lined with spectators who turn out to at least witness the madness if they're not brave enough to go in themselves.
The cancellation is expected to be another blow for organisations that would have benefitted.
Partner organisations who play such an important part in making this event so successful have been notified of this decision.
The event was taken over by Deal Rotary Club from founders Deal Icebreakers last year.
