The Royals, who play their football at the out-of-town Madejski Stadium complex, will open a club shop in Market Place before the end of the month.
The new store will be ready in time for the Christmas shopping season which will soon be kicking off in earnest. With Reading FC merchandise and match tickets available, the club will hope to do a roaring trade in the run up to christmas.
Yet the new club shop could prove only to be a temporary fixture. Club chiefs have admitted that if the new town store flops they will pull the plug on it as early as next January.
Given it's location somewhat out of the way of the town's favourite shopping centres, the new shop may do very little trade in it's first few weeks of trading.
Also, initially supporters will only be able to buy North Stand tickets from the shop, although tickets could be sold for other stands should the new enterprise prove to be a success.
The store, which will be located at 24 Market Place, will be open from Monday to Saturday from 9am until 5.30pm.
Royals marketing manager Boyd Butler revealed that he is hoping that the new store can boost support for the football club.
"We hope that having a presence in the town centre will enable us to encourage more fans to engage with the Club and come and support the team.
"We want to make it convenient for fans to get Reading merchandise in their lunch break and at the weekends in town," he said.