The Hon. Anthony Albanese MP has launched the 37th annual Kmart Wishing Tree Appeal on 6 November 2024 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 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,” Kmart said.
Prime Minister, The Hon. Anthony Albanese MP said, “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 and 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. 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 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.
[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).
