During the season of goodwill the nation sends more than a billion Christmas cards, with charity cards accounting for almost a third of those purchased.

But with many high street stores donating only a tiny fraction of the profits to good causes, local charity St Giles Hospice is urging shoppers to choose their cards with care.

St Giles Hospice Shops General Manager Lynwen Truesdale comments: “It’s often the case that people buy cards labelled as ‘supporting charity’ yet only around ten pence in the pound goes to the nominated cause.

“By contrast, nearly 50% of the profits from the sale of our high-quality Christmas cards go directly to help care for local people living with cancer and other serious illnesses.

“So when people come to send their messages of goodwill to friends and family this Christmas we’re asking them to think before they buy charity cards and help a worthy cause which benefits people in need.”

St Giles Christmas cards are on sale at the hospice’s network of charity shops across the region, as well as the Lymphoedema Clinic and shops at the Whittington and Sutton hospice facilities, the groups of Friends of St Giles Hospice and on-line via the hospice website at www.stgileshospice.com/shops.

The cards feature 24 different designs and prices range from £2.25 to £3.65 per pack of 10. A selection of personalised and business cards, overprinted with address details and a festive message, is also available.

For more information call 01543 481 042.

St Giles Hospice is a registered charity offering high-quality medical and nursing care for people with cancer and other serious illnesses, as well as providing support for their families and carers.

Patients come from across the hospice’s catchment area, which ranges from Ashby de la Zouch in the east, to Cannock and Walsall in the west – and from Burton and Uttoxeter in the north, to Sutton Coldfield and Coleshill in the south.

Care is offered at the hospice's facilities in Sutton Coldfield and Whittington between Lichfield and Tamworth, or in patients' own homes across the region.

The range of high-quality, specialist services are expensive to provide, and the hospice relies heavily on donations and fundraising – including the proceeds from the sale of its charity Christmas cards.