The Society’s 37 branches across Birmingham and the Black Country collectively raised nearly £4,000 from the Care for a Cake events, with all proceeds going to the Edgbaston charity Edward’s Trust, which provides bereavement support for parents, children and carers from across the West Midlands.

Customers were invited to join staff for a slice of cake and a cup of tea or coffee in exchange for a donation. Several branches also held raffles for festive hampers and gift vouchers.

Jim King, the West Brom’s communications manager, said: “We are thrilled with how the events were received in all our branches and delighted to have raised a significant sum of money at this time of year.

“A huge thanks goes to all our customers for supporting the cake and coffee days and giving so generously. There was a real festive feel in all our branches and the money is going to a very worthwhile cause with Edward’s Trust being our charity of the year.”

Stephanie Bradbury, head of fundraising at Edward’s Trust, added: “We can’t thank staff and customers at the West Brom enough for their support in this very festive event. Christmas can be very challenging for anyone who has suffered a bereavement, but with the money raised we can make a positive difference by providing the best support and care possible.”