Appeal to bring joy to vulnerable families

Published 12:00pm 25 November 2023

Appeal to bring joy to vulnerable families
Words by Ashleigh Howarth

Moreton Bay locals can help brighten a needy family’s Christmas this year by donating to the Kmart Wishing Tree Appeal, which runs from now until Christmas Eve.

Shoppers are being encouraged to place an unwrapped gift for babies, children, teens, adults and seniors under each store’s Christmas tree, which will then be distributed to families who might be struggling with homelessness, illness or even family crisis.

Kmart’s Chief Executive Officer John Gualtieri says with cost-of-living pressures affecting so many families around Australia, the appeal has never been more relevant.

“For 36 years, the Kmart Wishing Tree Appeal has been an important local initiative that gives customers and team members the chance to make a direct impact to the people struggling in their community,” John says.

“I know that for many families including mine, it has become an annual tradition that teaches the importance of giving to others in need, and we couldn’t be more grateful to our customers for their ongoing support.”

Kmart partners with The Salvation Army for the appeal every year to ensure all gifts are given to those experiencing hardship.

Major Rebecca Inglis from The Salvation Army agrees the need this year is even greater.

“Christmas is the busiest time of year for The Salvation Army, and we consider it a privilege to be able to support individuals and families right across the country with gifts and toys to make their Christmas that bit more special,” Rebecca says.

“Our hope at Christmas is for no one to have to do it alone, and we are extremely proud and grateful to Kmart and the Wishing Tree Appeal, who for over 36 years have partnered with The Salvos to help brighten the festive season for those doing it tough.”

Appeal to bring joy to vulnerable families

About the appeal

The Kmart Wishing Tree Appeal is Australia's largest and longest-running gift collection drive, with the appeal now in its 36th year.

During that time, more than 10 million gifts have been distributed to vulnerable Australians.

These gifts are collected by the Salvation Army and then distributed to families in need, ensuring everyone has a Merry Christmas.

Taking part is easy – all you have to do is pick out a gift you think someone else will love and place it under the tree instore. Gifts do not need to be purchased from Kmart but must be new (not used or second-hand) and not wrapped.

Shoppers can also help by dropping off practical gifts that will be useful beyond Christmas. Suggested gifts include everyday essential items such as socks, bed linen and bath towels.

Monetary contributions are also welcomed and can be easily made at the self-checkouts, by a gold coin donation, or online.


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