Opening for one day on 10 January at Westfield Stratford shopping centre, the 'Cash or Kind' pop-up will give visitors the chance to exchange unwanted vouchers for cash to buy something they really want.
The pop-up also aims to encourage people to 'give' - instead of exchanging vouchers for cash, visitors can opt to donate their gift cards or vouchers to charity. Zeek has also pledged to match any charity donations.
The pop-up will be open from 9am-4pm and has been launched on the back of research from Zeek that reveals the average Brit receives £44 worth of unwanted gifts over Christmas, with around £2.8bn potentially wasted nationwide.
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