NEW Year started in hectic style for consumer watchdogs. Wigan's trading standards team has reported a record-breaking number of complaints coming on its consumer hotline.

Trading standards officers have been taking an average of more than one call every five minutes from members of the public who have consumer-related complaints. The biggest topic by far is the January sales. Chief Trading Standards officer Alan Blundell says: "January is always our busiest month and the first week in January is the busiest week of the year but this year looks like being busier than ever. Many people have already called in to ask for information and advice about goods they have bought or sales offers they are not sure about.

"Typically people are complaining about such things as further reductions on sales items which some are claiming are not being honoured when the get to the checkout. Many people have queries about goods they have bought in the sales which appear to be faulty.

"We are urging shoppers to be aware of some of the major pitfalls before they set out for the high street. When it comes to sales reductions, it's always a good idea to look at how much an item costs, not by how much it has been reduced. If it says 50 per cent off, ask yourself 50 per cent off what? Was it ever really on sale at the higher price?"

Another popular ploy is to buy in stock for the January sales so that price reduction claims are invalid because the items have not been on sale at a higher price.

More sales advice is on Wigan Council's website www.wiganmbc.gov.uk

Trading Standards are on 01942 827666.