For Abbey Lashae Jones, a dedicated Kmart operations manager in Tasmania, the festive season has always meant one thing: the Kmart Wishing Tree Appeal. The 31-year-old has spent twelve years with the popular retailer, participating in the appeal every single Christmas from her base at the Burnie store.
"Last year was a record, with some 1,600 presents donated to the Burnie store," Abbey reveals as the 2025 appeal kicks off on November 10. "That meant every child was able to get two gifts. This year, we are aiming for 2,000 presents - which would mean every child is able to get three gifts."
Community Spirit Shines Through Tough Times
Now in its 38th year, the Kmart Wishing Tree Appeal represents Australia's largest and longest-running gift drive. Working alongside long-term partner The Salvation Army, the initiative has collected more than 14 million gifts since its inception, bringing Christmas joy to families and individuals facing hardship.
Abbey emphasizes that the appeal transcends simple gift-giving. "The increase in gifts and involvement from the local community has been so heartening to see," she says. "It's not just about the children, although that is a big magical part of it. It's also about the single parents and anyone out there who is doing it tough."
Recent research from The Salvation Army underscores the growing need, with 64 per cent of Australian families reporting increased financial pressure due to rising living costs. Remarkably, despite these challenges, national generosity has surged, with last year witnessing a 31 per cent year-on-year increase in donations.
Simple Gestures Create Christmas Magic
Abbay wants potential donors to know that contributions don't need to be extravagant. "A lot of people think you need to purchase the gift from Kmart or it needs to be big," she explains. "It doesn't. Something as simple as a 50c carton of bubbles really brings a smile to a child's face. What more could you want at Christmas time?"
The community spirit extends beyond Tasmania, with Kmart team members nationwide embracing the appeal. Beth Kendall, a 44-year-old Checkout and Service Desk Manager at Mount Barker Kmart, has supported the initiative throughout her impressive 19-year career with the company.
"I have grown up with many great Christmases. I want everyone to have them," Beth shares. "So many people are doing it tough right now. This gives me the opportunity to give as many people in our community as possible a Christmas."
Her store experienced remarkable success last year, surpassing 2,000 donated presents despite economic pressures. "Despite the cost-of-living crisis, people are more generous than ever," Beth notes. "It's heart-warming to see."
How You Can Support the 2025 Appeal
The appeal, which runs until Christmas Eve on December 24, offers multiple ways for Australians to contribute:
Give a gift in store: Place an unwrapped new gift (not necessarily from Kmart) under the Wishing Tree in any Kmart store. Suggested items include outdoor equipment, board games, headphones, gift cards, educational toys, backpacks, or arts and crafts.
Make a financial contribution: Donate in-store by scanning QR codes, selecting $2 donation gift cards, adding donations at self-serve checkouts, or dropping spare change in collection boxes. Online donations are also accepted through the official appeal website.
Businesses, groups and schools: Special information packs are available for organizations wanting to coordinate larger donation efforts.
The appeal received official parliamentary endorsement last week when Prime Minister Anthony Albanese joined Opposition Leader Sussan Ley, Kmart Group Managing Director Aleksandra Spaseska, and Salvation Army Colonel Rodney Walters to launch the 38th campaign at Parliament House.
"The Kmart Wishing Tree Appeal reflects the best of the Australian spirit - generosity, compassion and community," Prime Minister Albanese stated. "With the support of Kmart and The Salvation Army, it's always special to see Australians coming together to make Christmas a little brighter for families doing it tough."
