Adam Woodyatt as Ian BealeWho said soaps didn't reflect real life?

We've all been suffering the credit crunch of late, and it seems even our fave soap characters are set to face a cash crisis.

EastEnders' resident entrepreneur Ian Beale will face financial ruin (err... again) when his Walford empire is affected by the failing economy.

The Beale family will have to tighten their belts in the coming months or risk losing everything.

Ian's businesses, which include Albert Square's café, the chippy, the market stall, and several East End luxury flats, could all potentially go under unless he finds a way to keep himself afloat.

A cash flow crisis is in store as the wannabe mogul struggles to rent out his properties, causing Ian to consider cancelling Christmas because he can't afford to buy gifts for his family.

The desperate businessman will even start charging café customers and staff to use the toilet.

A show insider told the Daily Star: "Ian knows he needs to make every penny count or he'll be ruined."

But will he take the penny pinching too far?

Find out when EastEnders is showing on TV.