An eclectic mix of anti-capitalists, environmentalists, churches and peace activists is attempting to revive the original meaning of Christmas by urging people to cut out expensive presents and instead shower family and friends with free gifts such as offers of babysitting and cutting the grass.

But, however bulging the credit card debt, it is likely to be an uphill struggle to persuade people to part with precious time instead of money.

The campaigners, who have named today shopping detox day, are concerned that millions of people will fall deeper into debt as they spend some £11 billion in a credit card shopping frenzy.

“Buy Nothing Day” was started in the United States ten years ago by Adbusters, anti-capitalist campaigners who use the skills of commercial advertisers to lampoon conspicuous consumption. It has now caught on and slogans such as “$P£ND A DAY WITHOUT $P£NDING” and “Don’t Spend a Penny” will be found in high streets across Europe, Israel and Japan.

Michael Smith, 35, a graphic design consultant from Littlehampton, West Sussex, will be in Covent Garden and Oxford Street, London, in a doctor’s coat handing out medicine bottles to treat “affluenza”.

He said: “I’ve been involved in this for four years now because we’ve got to do something to protest about the way our environment has changed. The high street had become farcical with all the bright lights and traditional local shops kicked out and replaced by building societies, banks and smart coffee bars. Consumer choice is now eroded.”

He expects about 50 people to join him in the West End today. Shoppers should not be afraid, he said. “We are not saying that shoppers are bad people. We just want to make a point.”

Ed Mayo, chief executive of the National Consumer Council, said: “Naming a day for reflection can raise awareness, which is why NCC is taking the unusual step of applauding this shopping detox day.”

According to latest estimates men spend an average £474 on Christmas and women spend £466.

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