BBC Business

Christmas shoebox appeal launches to help children

Q: What is this business story about?

A gift-filled shoebox campaign launched for children who would otherwise go without this Christmas.

Q: Who published this story?

This story was published by BBC Business on November 2, 2026 and curated on Africa Front.

Q: What related topics does this story cover?

African Business, Health & Pandemics, African Technology

November 2, 2026

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Christmas shoebox appeal launches to help children

Published3 hours ago

Children across Staffordshire who might otherwise go without a Christmas present are set to receive gift-filled shoeboxes through a new appeal encouraging residents to donate locally.

The initiative, organised by World Give, is asking people to pick up empty shoeboxes from supermarkets, fill them with gifts and return them for distribution to families through schools, charities and Staffordshire County Council.

Trustee Adam Contoret said the appeal was launched after the charity recognised growing levels of hardship closer to home.

"We look around the shops, we see everyone going about their business, but you don't see the people that aren't there," he said.

"There's people that would be buying Christmas presents, but they can't because they haven't got the money."

Over the past 20 years, the charity has helped more than 100,000 children across the world by sending shoeboxes full of gifts. This year, however, it has turned its attention to supporting children and families in Staffordshire.

"It's apparently one in seven children who won't get a formal gift-wrapped Christmas present under the tree at Christmas," Contoret said.

"This year we're turning around. Charity begins at home. The boxes are being done in Staffordshire for Staffordshire kids."

People will be able to collect empty shoeboxes from participating supermarkets, fill them while doing their shopping and return them to be distributed through schools and local charities.

The appeal comes as a Family Action survey of 2,000 parents and carers found one in five had considered cancelling Christmas because they could not afford it, while one in nine said they would not be able to afford a Christmas present for their child.

Contoret said schools and local charities were best placed to identify families who could benefit from the scheme and ensure gifts were distributed discreetly.

"The schools know the families and they're the best place to hand those gifts over at the right time in a discreet and respectful way," he said.

Students supporting the campaign said the shoeboxes could have a significant impact on children at Christmas.

Noah said he would include practical items alongside gifts.

"I think it's good to give things to everyone and relate it to the age groups," he said.

"I would give them notepads, pens, calculators and a stationery set, for example pencil cases, rulers and protractors."

Steven said the appeal could help children enjoy the festive season.

"Christmas is a festive season of merriness, so if you don't have any presents, you don't feel that giving and love and you won't feel that much merrier," he said.

Isabelle said receiving a gift-filled shoebox could help children feel valued.

"They might feel special because they know someone actually put thought into putting stuff in the box for them, so they know that someone cares for them and they feel loved," she said.