Mum urges shoppers to find gifts in charity shops

A mum has urged Christmas shoppers to regain their "hunter-gatherer instinct" by searching for gifts in charity shops.

Charity shop influencer Lola Amuah, from Derby, has amassed more than 300,000 followers by detailing the bargains she has found in online videos.

The mum of three said the cost of living and climate crisis meant there was no longer a stigma attached to "hunting for treasure" in charity shops.

"It's way more sustainable, it saves money and it helps support charities as well," she said, adding she has done the majority of her Christmas shopping in charity shops.

"The adrenaline rush is there, just finding the gems," she said. "Sometimes it's because they're super old or super rare."

Mrs Amuah has a lifelong passion for charity shopping .

"My mum charity-shopped when I was in the womb, I did it as a little girl, I've always done it," she said.

One of her favourite finds was a vintage Celine bag worth more than £400, which she bought for £3.75.

The 36-year-old recommended Belper as a Derbyshire hotspot with eight charity shops in King Street.

She challenged families and teams of colleagues to take part in a secret Santa spree with a £5 to £10 maximum spend.

"It's a way more personal way to shop for someone," she said. "It takes a lot more thought."

The Charity Retail Association thanked social media influencers like Mrs Amuah for inspiring people to shop pre-loved, and agreed charity shops are becoming more popular and attracting a younger, broader range of shoppers.

"Many are choosing second-hand for both financial and environmental reasons, and we're expecting another strong Christmas season," said the spokesperson.

Mrs Amuah's passion grew into her main source of income when she started documenting her charity shopping in August 2025.

"People like that it's a real, relatable, authentic video that I do each day," she added.

Mrs Amuah's social media presence led to her involvement in a new BBC series, Shift the Thrift, which is due to be aired in the spring.

The show celebrates Britain's booming charity shop scene and is hosted by Gavin and Stacey star Joanna Page.

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