Nine in 10 people feel uneasy about borrowing money from family members, a survey has found.
Some 90% of people feel this way, Saga Savings found.
Nearly half (45%) want to ask for money because they wanted to fix their own problems, while three in 10 (29%) did not feel comfortable asking.
A small minority also said that they did not borrow from relatives because they felt they might not be able to afford it.
29% spending extra amounts on their credit card
8% hoping to extend their overdraft
9% borrowing from parents
The reluctance to turn to family members for financial help comes despite four-fifths (43%) of people saying they find January the hardest time of year financially, rising to 54% of 25 to 54-year-olds.
Four in 10 (39% ) find January tougher than usual due to Christmas over-spending.
With January 31 2020 falling on Friday, a similar proportion (38%) find the big gap between December and January pay cheques a burden.
Three in 10 (29%) say their utility bills are higher this month, while 26% blame hikes in day-to-day spending such as train fares.
Others point to their January tax bill (10%), booking a summer holiday (12%) or spending in the January sales (10%).
Many people were turning to formal debts rather than asking family members to dip into their savings, the survey found.
Nearly three in 10 (29%) 25 to 54-year-olds said spending extra amounts on their credit card would help them get through the month, while 8% were hoping to extend their overdraft.
And 9% were borrowing from parents to make their money stretch to February.
Jeff Bromage, managing director, Saga Personal Finance, said: “A perfect storm of Christmas spending, the long wait for the January pay cheque and higher bills make January the hardest month financially for many people in the UK.”