MEDIA ALERT
37th ANNUAL KMART WISHING TREE APPEAL SETS NEW RECORD, SURPASSING $10 MILLION IN COMMUNITY CONTRIBUTIONS
Generous Australians helped over 200,000 families to have the Christmas they deserve
Tuesday 4 February – Kmart and The Salvation Army have shared their sincere thanks to the community for supporting for the annual Kmart Wishing Tree Appeal, with generous Australians contributing to its biggest Appeal in 37 years and more than $10.3 million of value to the community.
Continuing its legacy as Australia’s largest and longest running gift collection drive, the 2024 Appeal which ran until Christmas Eve, saw a total of 365,000 gifts collected in Kmart stores and distributed to families in need via The Salvation Army in both Australia and New Zealand.
These Appeal results are up 31 per cent on 2023, meaning that Kmart and The Salvation Army were able to support over 200,000 families to experience joy at Christmas regardless of their personal circumstances.
Speaking to this impact, Kmart & Target Chief Executive Officer, John Gualtieri shared, “I want to express my sincere thanks to everyone who so kindly donated to the Kmart Wishing Tree Appeal this year. It is through your immense generosity that The Salvation Army were able to make a real difference to families all around Australia and New Zealand - especially at a time when it was needed most.
“This level of impact could not have been achieved without the tireless work and partnership of our incredible near 50,000 strong team and their local Salvation Army representatives. I also want to take a moment to express my gratitude to those businesses that have continued to throw their support behind this Appeal, which contributed to making this one such a success.”
Major Warren Elliott from The Salvation Army also extended his gratitude sharing "On behalf of The Salvation Army, we also want to extend a big thank you to Kmart for their continued support, and to the Australian public for their generosity during the Kmart Wishing Tree Appeal. Through their support, the Salvos were able to distribute gifts to Aussies who really needed it, providing a moment of hope and joy to individuals and families struggling during the festive season."
37th Annual Kmart Wishing Tree Appeal Highlights:
- $10.3 million in total community contributions (31% increase from 2023)
- 365,000 gifts collected
- $1.45 million in financial contributions (168% increase from 2023)
ENDS.
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.
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
Edelman Australia
