More than a third of cash-strapped smokers are thinking about cutting down or quitting as they try to save their pennies amid the recession, a survey shows.
While 36% of smokers may be thinking of stopping, about 9% of Britain's nine million smokers will actually try to quit as part of No Smoking Day on 11 March, according to the charity built up around the event.
Dragons' Den star and No Smoking Day president Duncan Bannatyne said: "Everybody is feeling the pinch during the current recession.
"For smokers who can spend over £2,000 a year on cigarettes it's particularly tough, so for those who are ready to quit there has never been a better time."
The research also found that women smokers (40%) are more likely to cut down or stop than men (32%), while smokers in the Midlands are most likely to quit because of the recession.
Several events are taking place across the UK to mark No Smoking Day, including the switch ash for cash schools challenge set up by Mr Bannatyne.
He has received ideas from school children to help parents give up smoking, and three finalists will present him with their ideas this afternoon.