An attempted robbery has been committed at the Offie off-licence in Hove at around 8.50pm on Tuesday, March 6.
A man demanded the 43-year-old woman shop assistant to open the till, but she refused and told him she was calling the police.
As she reached for the phone the suspect ran off out of the shop in Queen’s Parade.
Detective Sergeant Steve French said: “It was extremely brave of the shop assistant to refuse to open the till, but we would always ask anyone being threatened to please put personal safety first.
“A full investigation is underway to find the man responsible and officers are viewing CCTV. If anyone has any information that could assist the investigation they should contact police immediately.”
Nothing was stolen during the attempted robbery and no weapon was seen.
The suspect is described as a white man, late 20s, medium build, 5’8, wearing a light grey hooded top with blue writing, light blue jeans and white trainers.
Anyone with information is asked to contact Sussex Police on 101 quoting serial 1512 or anonymously to the independent charity Crimestoppers on 0800 555 111.