While January is widely accepted as one, if not the, worst month in the calendar, there is a particular town where one in four residents has admitted they are ‘genuinely depressed’ at this time of year – earning it the moniker of the UK’s saddest town.

New research has revealed that Norwich in East Angliais the saddest town in the country, with 25% of the people living there struggling to stay cheerful at the beginning of the year.

So fed up are the inhabitants that British Gas is installing giant Seasonal Affective Disorder (SAD) lamps in the town. The lamps provide specialised light therapy by emitting 10,000 lux of bright, UV-free light, mimicking natural sunlight.

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A staggering 57% of Brits have revealed they crave sunlight and warmth during mid-to-late January, due to the long stretches of overcast days and limited sunlight, a new study by British Gas has found.

Four in ten (42%) Brits say they feel more depressed in January than any other month of the year, more than half (54%) wish January was a cheerier month and 76% say they would love to own a SAD lamp to help boost their mood.

SAD is a type of depression with a recurring seasonal pattern – most commonly starting in autumn and lasting through winter due to reduced daylight.

Symptoms of SAD include a low mood, lack of energy, social withdrawal and reduced concentration.

It is not entirely clear why Norwich has scored so low on the cheerful-ometer, given the beautiful countryside surrounding it and the rich Norfolk culture. When the city received a similarly gloomy acolade several years ago, locals speculated about the causes online.

One redditor argued that the issue was political. "The standout thing making people unhappy in Norwich is anxiety. Doesn't surprise me that a very left-leaning city in a sea of right-wing loons is feeling anxious over the future in the current political and social climate. Apologies to any offended right-wing loons," they wrote. Another speculated: "Because it's filling up with students."

However, most people argued that the study was flawed. "Hard to believe. I absolutely enjoyed living in Norwich," one added.

It’s not only the people of Norwich who are feeling depressed. Stoke and Swansea came a close second, each with 24% of people struggling in January. Next was Manchester (21%), Edinburgh (16%), Glasgow (16%), Oxford (16%), Bristol (15%), Plymouth (15%) and then Cambridge (15%).

Psychologist Dr Becky Spelman explained that January is difficult for a lot of people in the UK.

She said: “January is often one of the hardest months of the year for many people across the UK. 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.”

The research revealed that around a quarter of Brits (25%) feel a sense of despair at how many months there are until the weather gets warmer, while half (50%) admit they find people a bit more irritating than usual during this period.

But some people are able to lift themselves out of their funk through comfort and connection with 45% of people making more of an effort to see friends and family, 56% snuggling in comfy clothes or drinking hot drinks (56%), 34% of people lighting candles and 31% baking bread and cakes.

Others try to lift their mood by getting outdoors or staying active, with 31% going on a wintery walk, 27% making healthy meals and 27% trying to get as much daylight as possible (27%).