Coles supermarkets, liquor and convenience stores are accepting donations for the Red Cross Disaster Relief and Recovery Fund.
The giant retailer has announced it will double the amount donated by customers for bushfire relief.
For every one of the $522,010 already donated by customers, Coles will donate $2, taking the total funds raised so far for the fund to over $1.5 million.
That is in addition to the $3 million in gift cards Coles is providing to rural fire brigades.
Coles has also increased paid emergency services leave available for other permanent team members to 20 days amid many donations to NSW, Victoria, South Australia and Western Australia.