The charity, which relies almost entirely on donations from members of the public, has opened a new shop, in Clifton Street, Lytham, and is desperate to fill it with goodies.

Staff estimate more than £700m of unwanted gifts will be in circulation nationally and are desperate to re-sell such items to keep the North West's two, Blackpool-based, helicopters in the air.

Jackie Northover, from the charity, said: "Lots of us will have received something for Christmas that isn't quite right.

"Most of us just turn up a smile before hiding it at the back of the wardrobe. But you needn't waste your unwanted gifts – donate to our new shop and help save lives.

"You won't make any money but you will get the feelgood factor."

The shop, which will be run entirely by volunteers, aims to take several hundred pounds every month – all of which will be handed straight over to the North West Air Ambulance.

The charity is also looking for volunteers to help out at the new shop.

Jackie added: "Not everyone is able to give to charity financially but they may have a few hours, either on a regular or occasional basis, to gift instead.

"People can come along and meet our staff and some of our volunteering family, to find out just how much fun and how satisfying volunteering is.

"We want our new shop to be the hub of the community."

On average the North West Air Ambulance is called out around four times a day, rising to 10 times in the summer.

Usually it is because time is extremely crucial due to life-threatening situations, or where road access is limited.

The helicopters can reach the nearest hospital in the region in eight minutes.

If a patient can receive treatment at the scene of injury and arrive at the hospital within the 'Golden Hour', chances of survival and recovery are dramatically improved.

Both helicopters cost £3.6m a year to run.

To donate goods call Jackie on (0151) 5477830.

For more information, visit www.nwaa.net