The following season, 1928–29, he scored 40 goals to become the Second Division's top scorer. He scored five goals in the first four games that season, prompting other clubs to take an interest in signing him. In September, Blackpool denied that they had received an offer from Arsenal. After a 2–0 defeat to Stoke City on 13 October 1928, Blackpool fans cheered him off the pitch and he was described as being the "darling of Blackpool". On 10 November, he scored a then club-record five goals in a 7–0 victory over Reading. The record has since been equalled by Jimmy McIntosh. Blackpool finished that season in eighth place.