Campaigners warn that today is the day people are most likely to take out an expensive payday loan as they struggle to manage their finances after Christmas.
According to research carried out for the social housing provider Coast&Country, January 24 is the date people are most tempted to borrow money short term.
That is because many millions of people were paid on Christmas Eve, nearly six weeks before their next payday on January 31.
The housing and regeneration company, based on Teesside, wanted to counteract the loans firms' large scale TV advertising, and to highlight other, cheaper forms of borrowing, including credit unions.
Iain Sim, chief executive of Coast & Country, said: "Households already are struggling to make ends meet as the price of everyday basics such as food, gas and electricity soar.
"This month there is even more financial danger as payday loan sharks are circling."