Sarah Monks scored an early result, picking up beige-checked trousers at 8, a 4 white top, pointed slingback shoes for 10 and a handbag at 3 to complete the task for 25. In Dorothy Perkins, Sharon Newton and Sue Taylor spotted a sitting target. Tucked away on a sale rail were a handful of suits knocked down to 30.
The shopping trip was part of a two-week course designed to get longterm unemployed lone parents back into work that has sparked media outrage. Detractors railed at "Trinny and Susannah-style makeovers" being handed out at the expense of the taxpayer, claiming that ear piercing, facials, massages and manicures were all on offer and that raffles were held offering prizes that included DVD players and gym memberships.
In fact, a haircut was the only beauty freebie and the organisers said the course's focus was learning vital job-hunting skills such as interview techniques and CV writing as well as boosting the confidence of parents who feel isolated after being out of work for so long. There were no raffles. Gathered in their workroom behind the jobcentre, the group said the fortnight had given them self-belief and they had not known it involved any treats when they signed up.
"We're not scroungers, we all want to go back to work," said Christina Gall, 33, who has just recovered from breast cancer and chose to stay at home to bring up her two children. "We've not been sponging about, we've been working hard. I didn't think anyone would be able to help me because I've been put down all my life.
I was so nervous that when I came for my interview for the course I had a panic attack and ran out. But I'm a different person now." The group's only father, Chris Walker, 40, agreed.
"And as for makeovers and that, I'm not really interested to start with," he said. "We didn't know what the hell to put in a CV," said Ms Newton. "I didn't even know what a CV was.
" The course, provided through Jobcentre Plus by the training company Inspire2Independence at 680 a head, began in Hereford and Worcester in 2004 and has attracted about 1,000 participants. The government has spent about 550,000 on the scheme, which is open to any single parent unemployed or on disability benefit for more than six months, with the rest provided by the European Social Fund. The 30 clothing budget - given to participants in vouchers only after their choices have been approved - comes from separate New Deal funding.
Inspire2Independence's target is for half of participants to obtain jobs within six weeks. Their current success rate is between 30 and 40%. "That is still saving the taxpayer a huge amount of money in future benefits and easily justifies the amount spent on it," said Steve Munzer, I2I's head of marketing.
New clothes and a salon haircut they could never afford gives women confidence for interviews but the makeovers are more than skin deep, the course leader, Elaine Rogers, said. "I asked one woman what she wanted to achieve and she said 'just a moment in the day when I can be bothered to stay awake'. The transformation in two weeks was unbelievable.
" Ms Taylor, who normally cuts her own hair and watched with delight as her limp, shoulder-length aubergine locks were sheared into a sleek hairdo reminiscent of Victoria Beckham's "posh bob", was reaping the rewards already. "People are opening doors for me now because I'm all dressed up in my suit with my new hair," she said. Back at course headquarters, Ms Gall showed off her new shoes to her classmates.
"Before, I wouldn't speak to anyone. I was in the house, I'd close the curtains, close my eyes, and lock the world out," she said. "Now I walk with my head held high.
My kids have noticed it too. They've been saying, 'mum, you're smiling more'."
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