Customers can participate by visiting any Dunelm store to pick up a tag from a Christmas tree displaying a gift request. Each tag contains details such as the recipient’s age, gender, and desired gift, which could include essential items like hats, socks, or toiletries, or more festive items like toys and sweets. Customers can fulfill these wishes by purchasing the gift from any retailer and returning it to Dunelm, which will handle delivery before Christmas. Notably, customers can also donate unused Christmas decorations or handmade gifts, adding extra festive joy to those in need.
Since its launch, the Delivering Joy campaign has delivered almost 100,000 gifts, with last year alone seeing over 60,000 donations, a significant increase from the previous year. This year, Dunelm hopes to surpass that number, with many gift tags already being picked up and requests going viral on social media, thanks to the enthusiasm of store colleagues and community members.
The campaign takes on added importance as many families continue to face hardships due to the cost-of-living crisis. According to Dunelm’s team, many of the requested gifts are for basic necessities, such as underwear, food, or winter warmers, which speaks to the continued challenges faced by many households.
For those unable to visit stores, tags can also be accessed via Dunelm’s Community Facebook Groups, and new this year, customers can donate directly to Dunelm’s charity partner, Mind, to support mental health services. Donations of £5, £10, or £20 will help fund Mind’s information booklets, Infoline support, and the Side by Side online community.
Dunelm’s Chief People Officer, Amanda Cox, expressed gratitude for the overwhelming generosity of customers, emphasizing how small acts of kindness can make a significant impact. To ensure no one goes without, Dunelm will fund any unfulfilled tags by mid-December.
For more details on how to get involved in Delivering Joy, visit your nearest Dunelm store or check their website.