Town 's historic 4,000th Football League match ended in a disappointing 2-1 defeat to Wigan as Nick Powell seized on a defensive slip early in the second half.
Powell fired home after skipper Peter Clarke's pass was blocked, and despite a fighting display, Town suffered a third loss in four Championship games.
Ollie Norwood has given the travelling fans hope when he netted in first-half stoppage time after Leon Barnett put a Wigan in front on the 20th minute.
Town, making their first visit to Wigan since 2002-03, made one change in the wake of their 3-2 derby win over Leeds, with midfielder Norwood replacing Duane Holmes, who dropped to the bench.
The home team were quick out of the blocks, and French frontman Marc-Antoine Fortune should have done better when set up by Powell, his shot flying over.
Winger Callum McManaman was causing Town problems, and he set up Powell for an effort on the turn which also went too high.
Wigan finally made a breakthrough in the 20th minute, when Chris McCann's shot was palmed over by keeper Alex Smithies, and defender Barnett headed home from Ben Watson's corner.
Town responded well, forcing three corners in a row, with Clarke coming agonisingly close to connecting with the middle delivery.
And despite losing influential midfielder Jonathan Hogg to injury - Oscar Gobern came on - the equaliser came in first-half stoppage time through Norwood, whose low shot from Jazz Richards' cross took a defection on its way into the net.
Smithies did well to deny Fortune at close quarters early in the second half, but could do nothing to prevent Powell putting Wigan back in front in the 50th minute, the on-loan Manchester United man making the most of an opportunity gifted when Clarke's pass was blocked by Jordi Gomez.
Danny Ward brought a good save from Lee Nicholls when set up by substitute Sean Scannell (on for Adam Hammill) in the 62nd minute, then the Wigan keeper held Clarke's header from Ward's corner.
Manager Mark Robins gave teenage Town striker Danny Carr his league debut as a 73rd-minute replacement for Keith Southern.
But it was Norwood who came the closest to an equaliser, testing Nicholls with a well-struck free kick in the 82nd minute.
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