Is Your Town One of the UK’s Saddest This January?

Norwich has been named the saddest town in the UK, as new research reveals mid-January blues are hitting some communities far harder than others.

The study found 57% of Brits are craving sunlight and warmth, with winter darkness taking a serious toll on national mood and motivation.

In Norwich, one in four residents says they feel genuinely depressed during mid to late January, placing the city at the peak of Britain’s winter gloom.

Long stretches of overcast days and limited midwinter sunlight are blamed, pushing the city above others experiencing seasonal emotional strain.

Stoke and Swansea follow closely, with 24% of residents affected, while Manchester records 21% and Edinburgh stands at 16%, according to British Gas.

Across the UK, 42% say January leaves them feeling more depressed than any other month of the year.

Cold weather is the biggest trigger for 47%, while 37% blame endless darkness and 34% point to a lack of natural sunlight.

More than half of respondents wish January felt cheerier, with 57% craving more light in their daily routines.

So strong is the desire for brightness that 76% say they would love to own a SAD lamp to help boost mood and motivation.

In response, British Gas is installing giant SAD lamps in Norwich to help bring light to the town that is struggling the most.

David Moody, Operational Heritage Manager at British Gas, said the company has long supported households through darker months.

“For more than two centuries, British Gas has helped light and heat homes across the country,” he explained.

“Today, research shows just how tough the darker months can be on people’s mood and motivation,” Moody added.

He said Brits are actively seeking warmth and comfort, from spending daylight hours outside to creating cosy home environments.

January proves particularly challenging, with 25% feeling despair over how long it will take for warmer weather to return.

Half admit they find people more irritating during this period, adding to stress and emotional fatigue.

When winter blues hit, many retreat indoors, with 41% sitting on the sofa for hours and 36% staying in bed all day.

Social withdrawal is common, with people avoiding plans, ignoring calls and doomscrolling for hours during low moods.

Others seek comfort through connection, seeing friends and family or turning to warmth, hot drinks and soft lighting.

Psychologist Dr Becky Spelman says January is often the hardest month for many across the UK.

“After weeks of reduced daylight, it is very common for mood, energy and motivation to dip,” she explained.

Dr Spelman added that SAD is linked to reduced light exposure affecting the body’s internal clock and mood hormones.

“This is not a sign of weakness,” she said. “It is a very human response to environmental changes outside our control.”

She encourages self-kindness, realistic expectations and gentle routines rather than pressure to feel upbeat.

“Light plays a key role in how we feel during winter,” Dr Spelman said, noting SAD lamps can help when daylight is limited.

She also highlighted the importance of warmth, comfort and brief social interactions in supporting emotional well-being.

The research surveyed 2,000 Brits and was commissioned by British Gas and conducted by Perspectus Global in December 2025.