Kmart’s 36th Wishing Tree Appeal: Unprecedented demand as more Aussies seek assistance
As Australia’s iconic Kmart Wishing Tree Appeal enters its 36th year, the shift in demand reveals a sad truth.
National
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Back for its 36th year, Australia’s largest gift collection drive – the Kmart Wishing Tree Appeal - faces a new reality.
Families who never sought help before are reaching out this year, marking a significant shift.
Major Warren Elliot from The Salvation Army said the nation’s current economic pressures meant families and individuals were being forced to reassess their priorities and determine what they will go without to afford Christmas this year.
“We are seeing people who have never needed to reach out to a charity before seek assistance, and this includes many working families,” he said.
“With the generous support of the public and Kmart, every year we are responsible for distributing hundreds of thousands of gifts and toys.
“The impact is enormous and its true impact can never really be measured – how can you put a price tag on bringing the true hope and joy of Christmas?”
Aside from calling for donations to the appeal, Elliot said this was also a call for those in need to seek help.
“We see every year the relief parents have when they have gifts for the children,” he said.
“Our goal is to do what we can to eliminate any guilt and embarrassment for those coming to us at Christmas.
“We are encouraging everyone, whether it’s at Christmas, or anytime of the year to reach out to us, so we can give you a helping hand.”
Kmart CEO John Gualtieri said the appeal had become “Australia’s largest and longest running gift collection drive” thanks to ongoing generosity and community spirit.
“Together with our founding charity partner, The Salvation Army, the Appeal allows us to give our customers and team members the chance to make a direct impact on the communities in which we live and work, to help those around us who are in need right now,” he said.
Earlier this week, Prime Minister Anthony Albanese unveiled one of the Wishing Trees placed in Parliament House.
It’s the 11th year all visitors alongside Parliamentarians and staff will have the opportunity to leave an unwrapped gift under the tree for Australians in need.
“The enduring strength and remarkable success of this appeal has always spoken for the generosity of the Australian people,” the PM said.
“I’m sure that this year Australians will once again dig deep to support families who are doing it tough at Christmas.
“This should be a magical time of year for children and by supporting the Wishing Tree Appeal, you can help keep Christmas special.
“If you can spare it, please give generously, knowing the presents you leave under your nearest Wishing Tree will be treasured on Christmas morning by those most in need.”
Donations of unwrapped gifts can be made at any Kmart Wishing tree or financial donations can be made at self checkouts, gold coin donations at any Kmart or visit kmart.com.au/kmartwishingtree/
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Originally published as Kmart’s 36th Wishing Tree Appeal: Unprecedented demand as more Aussies seek assistance
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