THE owner of UK's cheapest shop has told how he is selling Christmas presents for less than £5 to help Brits with the cost-of-living crisis.
Richard Williams has filled his shelves with a raft of budget-boosting essentials – many of which are cheaper than supermarkets.
Punters in Earlswood, Birmingham, have flocked to his Overstockers store, snubbing the supermarket big boys.
And Mr Williams has vowed to keep undercutting his rivals to help squeezed households.
Branded cleaning products, toiletries and home essentials are up to a third cheaper – with key workers – like NHS nurses – able to claim an extra 10% off.
His Earlswood store – which opened this month – follows his success in nearby Redditch, Worcs.
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Richard is able to set lower prices by selflessly cutting his own profit margins – instead boosting his income through his night-time lorry job.
He said: “We want to offer the local community a cheaper option then the supermarkets, who have been profiteering from the cost-of-living crisis.
"I think some of the pricing in the supermarkets for day to day necessities is outrageous.
"We want help out people where we can and help save them a few pennies.
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"The cost of living is so tough for ordinary people. They've having to pay soaring bills left, right and centre."If we can help reduce that burden even slightly, then we've done our job.
"Bestsellers at Overstockers include Purina cat food for £7 – half the price of Pets At Home – and Rhino kitchen roll for £3.75, £3.20 less than in Asda.
The shop is currently selling Lynx gifts sets for £3.50, which retail in Asda for £5. Yankee Candle advent calendars which are priced up at £22 on Amazon are a tenner less. A huge 15 kilo bag of Harrington dog food – £34.99 in Pets At Home – is £25.
Richard said: "We stock a range of household goods like crisps, biscuits, sweets, tea, and coffee with new products arriving all the time.
"We've got lots of big brands such as Pot Noodle, Sharwoods, Monster, Pepsi and Coca-Cola – so it's all quality stuff.
"I think we must be one of the cheapest shops in Britain because we're not out to make a profit at all costs.
"We are a local family-run business so we understand how much of a struggle it's been and wish to do what we can to help."
Discount stores have sprung up around the country over recent years as austerity has bitten into household budgets.
Shane Phelan and his partner Jessica Cullen own Moda Imperiale in Huddersfield and stock top brands for cut-cost prices.
They can sell a Jack Wills top for £10, when it was £29.95, a Topshop dress for £15 – which has come down from £39 – and Topshop boots for £20, when you'd have to splash £59 in store.
Meanwhile Andy Hampton runs Ilkeston Discount Chain Store near Nottingham.
It sells "liquidation stock" which has been taken off the shelves of high-street chains.
It comes as savvy Brits have revealed how to find the cheapest groceries.
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The Sun also recently compared the UK's cheapest supermarkets – revealing you could save almost £20 by switching.
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