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Prime Minster Unites Canberra to Launch 2024 Kmart Wishing Tree Appeal

Edelman on behalf of Kmart Group

In a decades long annual tradition at Parliament House, Prime Minister Anthony Albanese launches Australia’s largest and longest running community gift collection drive.

6 November 2024 –The Honorable Anthony Albanese MP, has today launched the 37th annual Kmart Wishing Tree Appeal by placing the first unwrapped gift of this year’s Appeal under the dedicated tree at Parliament House.The Prime Minister was joined by the Deputy Prime Minister, Richard Marles; Leader of the Opposition, Peter Dutton; Leader of the Greens, Adam Bandt; and Members of Parliament - alongside Kmart and Target Chief Executive Officer, John Gualtieri, and Commissioner Miriam Gluyas of The Salvation Army this morning to launch this year’s Appeal to the public.

The bipartisan show of support only demonstrates the importance and impact of the Kmart Wishing Tree Appeal this year, particularly within the current climate when many Australian families are doing it tough.

Prime Minister, The Hon. Anthony Albanese MP said of the Appeal, “The Kmart Wishing Tree Appeal is a reminder of the true spirit of Christmas, bringing joy into the lives of others who are doing it tough these holidays.

“It’s when times are tough that we see the best of the Australian spirit.

“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.”

Now in its 37th year, the need for the 2024 Kmart Wishing Tree Appeal has never been greater. Financial stress levels in Australia have hit their highest point in 10 years according to new analysis by AMP, which found that just one in three working Aussies felt financially secure as cost-of-living pressures mount - down from one in two Aussies during the pandemic.1

Further to this, a survey from The Salvation Army found that of those financially struggling, respondents were left with only $8 per week — just over $1 per day — to save or spend on non-essentials after paying for both housing costs and other essential household expenses such as groceries, medical costs and utilities. This leaves families with extremely little to put towards the holiday period and even less towards Christmas gifts for their families.2

After nearly four decades, The Kmart Wishing Tree Appeal has become Australia’s largest and longest running gift collection drive. To date it has raised millions of dollars in funding and provided over 14 million gifts to those in need at Christmas time. This year, Kmart and The Salvation Army are aiming to further the amount of relief they can provide to meet the growing need of those desperately seeking support.

According to Kmart & Target Chief Executive Officer, John Gualtieri, it’s the immense support and collaboration between Kmart’s near 50,000 strong team and their local Salvation Army representatives around Australia that have become key to ensuring local families right around the country have the Christmas they deserve despite their personal circumstances.

“With almost 350 Kmart stores in Australia, we have a unique role that we can play as a large business as we are a part of so many communities. Our teams are focused on actively giving back to these communities in which we operate - and particularly those most vulnerable groups. At this time of year - our teams, our customers and our partners truly embody what it means to make everyday living brighter through this Appeal,” he said.

“We are particularly grateful to the Prime Minister, Opposition Leader and all members of Parliament who have shown their support to launch this year’s Appeal at Parliament House, which puts an important spotlight on this initiative.”

Among attendees was Salvation Army volunteer Giulia - who has relied on the support of the Kmart Wishing Tree Appeal herself for the past two years to provide gifts for her five children (full case study provided on request). Giulia shared the true impact of the Appeal was in the power it gave back to its recipients, articulating to the group the incredible dignity behind the gift-choosing process that allows people doing it tough the greatest gift of all – relief.

The Salvation Army’s Major Bruce Harmer also spoke to the impact the Appeal has made over the past 37 years, and what need remains still in the community.

Major Bruce Harmer said, “Christmas is the busiest time of year for The Salvation Army, as we support thousands of individuals and families experiencing hardship during the festive season. We have seen the need intensify this year, with the cost-of-living crisis leaving people unsure of how they will afford Christmas. This is why we are so grateful for the support of the Kmart Wishing Tree Appeal, which for over 37 years has allowed Australians doing it tough the opportunity to provide their children with a special Christmas. This year, we encourage Australians to again give generously to the Kmart Wishing Tree, helping the Salvos spread hope and joy to people around the country through the power of a gift this Christmas.”

The Kmart Wishing Tree Appeal launches in Kmart stores from 11 November to Tuesday 24 December. There are a number of ways to contribute to this year’s Appeal, including dropping off an unwrapped gift at any Kmart store, making a financial contribution online or in-store, or through purchasing Kmart Wishing Tree Appeal Christmas products at Kmart.

(Please see video, photo and case study assets here)
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References: 1 ‘Financial stress among working Australians at ‘decade highs’ – source: AMP, 8 October 2024 (Financial stress among working Australians at ‘decade highs’)
2 The cost-of-living squeeze- The Red Shield Report 2024 – source: The Salvation Army, (Red Shield Report 2024 | The Salvation Army Australia)

Key Facts:

Note to editor
Gifts do not need to be purchased from Kmart and we kindly request that gifts are not wrapped. We are unable to accept used or second-hand gifts and encourage gifting practical items that will help people in need all year round.

Practical gifts
Choose a practical gift that will be useful beyond Christmas time and deliver to the Express Drop Off point outside your local Kmart store, or leave it under the new, sustainable recyclable cardboard Wishing Tree in store.

Suggested gifts include:
•Books
•Sporting and school supplies
•Headphones
•Everyday essentials for all ages such as socks, bed linen and bath towels
•Gift cards
 

Monetary contribution
Financial contributions can be made easily too, in a number of different ways:
•Donation card: Grab a donation in the queue for the registers and scan to add $2 to your shop
•Self-checkout: Click the Wishing Tree logo on self-serve checkouts to round up your transaction
•Gold coin donation: Drop spare change in a collection box at the registers
•Give online: Scan the QR code at a Wishing Tree in store, or use the link on the Appeal website

About us:

About Kmart Wishing Tree Appeal
The Kmart Wishing Tree Appeal is Australia’s largest and longest-running gift collection drive. It has been helping assist those in need in local communities at Christmas and beyond for 37 years.
Working with the Salvation Army, and with the generous support of our customers, we’ve distributed over 14 million gifts to those in need at Christmas. We’re proud to have up to six Wishing Tree Champions in every store – that’s thousands of team members dedicated to helping support our communities.

About The Salvation Army
The Salvation Army Australia is an international not-for-profit movement that provides hope and help to those most in need across Australia. Through a network of programs and community services, the Salvos offer tailored wraparound support to people facing hardship or crisis — be it homelessness, alcohol or drug addiction, family violence, natural disasters or anything else. The Salvation Army assists all without discrimination and strives to walk alongside people and communities in need as they journey from hardship towards a positive and empowered future.

Contact details:

Rachael Koh

Rachael.koh@edelman.com