Welsh city crowned one of UK's 'saddest' towns as nearly a quarter depressed

A Welsh city has been identified as one of the 'saddest towns in the UK' following research revealing 57% of Britons are currently yearning for sunlight and warmth. Leading the list of 'saddest' towns was Norwich, where as many as one in four (25%) experience genuine depression during mid to late January, due to extended periods of grey skies and limited midwinter daylight, placing the city at the pinnacle of Britain's winter melancholy.

Stoke (24%) ranked second, followed by Swansea (24%), Manchester (21%) and Edinburgh (16%), according to British Gas. Four in ten (42%) Britons report feeling more depressed in January than during any other month, driven by the cold (47%), relentless hours of darkness (37%) and an absence of natural sunlight (34%).

More than half (54%) desire January to be a more uplifting month, with 57% longing for additional light in their lives - to such an extent that 76% say they would welcome owning a SAD lamp to help elevate their mood.

In response, British Gas is bringing genuine light to the nation's darkness by installing giant SAD lamps in Norwich, the town identified as experiencing the winter gloom most severely. By highlighting where Britain faces its greatest challenges, and quite literally brightening it up, British Gas seeks to demonstrate it's not merely there to warm homes, but to help boost morale as well.

David Moody, Operational Heritage Manager at British Gas, remarked: "For more than two centuries, British Gas has helped light and heat homes across the country - from maintaining London's iconic gas lamps to powering homes nationwide."

January can prove a challenging month for numerous individuals. Around a quarter of Britons (25%) experience feelings of despair about how many months remain until warmer weather arrives, whilst half (50%) acknowledge finding others slightly more irritating than usual during this period.

The 10th of the month, in particular, has gained notoriety as one of the most demanding days, often feeling both gloomy and frustrating.

When the winter doldrums hit, many people retreat indoors - 41% confess they have found themselves sitting on the sofa for hours, whilst 36% have stayed in bed all day. A third (34%) avoid social situations, ignore phone calls (24%), doomscroll on social media for hours (22%) and leave people on 'read' for days (14%) during their low mood.

British Gas consulted psychologist Dr Becky Spelman about how people can best cope with the winter months, when SAD can truly impact us significantly. She said: "January is often one of the hardest months of the year for many people across the UK.

"The festive period is over, routines feel disrupted, and the days are cold, dark and short. After weeks of reduced daylight and increased pressure around the end of the year, it is very common for mood, energy and motivation to dip. For many people, this can show up as tiredness, low mood, irritability or a desire to withdraw socially.

"Seasonal Affective Disorder is linked to reduced exposure to natural light, which can affect the body's internal clock and the hormones that regulate mood and sleep.

"Even people who do not meet the criteria for SAD, often experience a milder version of the winter blues. This is not a sign of weakness. It is a very human response to environmental changes that are largely outside our control."

The expert continued: "One of the most important things I encourage people to do in January is to be kinder to themselves. Winter is not the time for unrealistic expectations or pushing yourself to feel upbeat all the time. Instead, focusing on comfort, routine and gentle support can make a meaningful difference. "Light plays a key role in how we feel during winter. Increasing light exposure in the morning can help signal to the brain that it is time to wake up and feel more alert.

Using a SAD lamp can be particularly helpful when natural daylight is limited. Spending time outdoors during daylight hours, even briefly, can also support mood and energy.

"At home, creating a warm and comforting environment matters more than people often realise. Feeling physically warm, relaxed and safe can help regulate emotions and reduce stress. Simple comforts such as soft lighting, warm drinks and cosy spaces can have a real psychological impact.

"Connection is another protective factor. Even when motivation is low, short interactions with friends or family can lift mood. Gentle movement, regular meals and consistent sleep routines all help support emotional wellbeing during the winter months."