Staff and shoppers have been allowed back into the Castle Place Shopping Centre, Trowbridge.
A full-scale evacuation followed a reported burning smell in the Wilkinson store.
While a crew from Trowbridge Fire Station investigated the the shopping centre and market, including the Sir Isaac Pitman pub, were evacuated.
One woman, who was in the centre, said: "An alarm sounded just after 1pm and then went off.
"Then it came on again and marshals were going around the shops telling everyone they had to leave immediately because there was a fire."
By 1.50pm the all-clear was given and the shopping centre was reopened.
Firefighters believe the alarm was set off by dust created by workmen.
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