THE Salvation Army is urging shoppers to shun novelty gifts and the bright lights of Merry Hill Shopping Centre and buy Christmas presents at its Halesowen shop.

The charity's Hagley Street shop is preparing for a busy festive period and bosses promise there will be a ‘treasure trove of gift potential’ for sale.

The Salvation Army has organised the Christmas Charity Shop Challenge which is urging shoppers to spend part of their present buying budget in charity shops instead of High Street stores.

A Salvation Army poll questioned 2,000 consumers from across the UK and revealed that in the West Midlands the average person spends over £247 on gifts and Christmas outfits a year.

Jayne Sargeant, from the Salvation Army, said: “It’s astonishing to find out that we spend so much at Christmas when so many people receive gifts they don’t actually want.

For a population of over 60 million in the UK, that’s potentially millions of wasted presents as well as millions of wasted pounds.

“This is why we’re launching our Christmas Charity Shop Challenge in the West Midlands. Our charity shops are treasure troves for gift potential – Christmas jumpers or once-worn dresses, books and DVD box sets, vintage jewellery."

She added: "The beauty is uncovering a real gem or a bargain and knowing your money is going towards a good cause that’s desperately in need of your support."

Profit from Salvation Army shops is given to the charity to help people who are vulnerable and in need across the UK.

This includes homelessness and addiction services, care for older people, help at emergency incidents, support for adult victims of human trafficking in England and Wales and a Family Tracing Service.