A Tree of Generosity: 2025 Kmart Wishing Tree Appeal
As the festive season unfolds across Aotearoa New Zealand, one enduring tradition continues to shine brightly, writes Kai Sanders.
The Kmart Wishing Tree Appeal, which invites New Zealanders to give generously to those in need, is now in its 32nd year. The campaign has become a cornerstone of Christmas giving, with shoppers across the country placing gifts beneath the iconic trees in Kmart stores.
The appeal launched on 10 November with a special event at Kmart Porirua, featuring Rt Hon Winston Peters,
Minister of Foreign Affairs. His presence spotlighted the importance of the campaign, but it’s the quiet, everyday acts of generosity from thousands of donors that truly define its success.
A season of compassion
Partnering with The Salvation Army, the Kmart Wishing Tree Appeal collects thousands of new gifts for children, teenagers and adults facing hardship at Christmas. From toys and books to hygiene products and gift cards, the donations reflect a deep sense of empathy and community spirit.
With the cost of living continuing to strain household budgets, the need for support is growing significantly. Salvation Army centres across the motu report increased demand for assistance—and the Wishing Tree Appeal helps meet that need in a tangible, heartfelt way.
‘The generosity we have seen this year is incredible,’ says John Mawdsley, Corporate Partnerships team lead for The Salvation Army, who attended the Porirua launch. ‘Every gift placed under a tree is a message of hope. It tells families, You matter. You’re not alone.’
Colonel Jennifer Groves, chief secretary of The Salvation Army, spoke at the event, sharing her gratitude and the urgency behind the appeal: ‘Although our Army is large, the need in our communities is growing rapidly. That’s why enduring partnerships—like our long-standing alliance with Kmart—are not just valuable, they’re vital. Together we are able to provide a hand up to those who need it most.’
Beyond the wrapping paper
While the appeal is often associated with toys for children, The Salvation Army encourages donors to think more broadly and many respond. Gifts for teenagers and adults are especially appreciated, including practical items like toiletries, socks and vouchers.
They also don’t have to be gifts purchased from the Kmart stores!
All the donations are distributed through the Army’s network of community centres, social workers and emergency housing teams.
One mother, who received gifts for her children through the appeal, shares: ‘I didn’t know how I was going to make Christmas happen. When I saw the presents, I cried. It’s not just the gifts, it’s knowing someone cared.’
A legacy rooted in faith
Though the Wishing Tree Appeal is a modern initiative, its spirit echoes ancient traditions. Throughout the long history of Christendom, churches and religious orders have played a central role in caring for the poor during winter festivals. Almsgiving—the act of giving to those in need—was seen as a sacred duty, especially during Advent.
In many ways, the Wishing Tree Appeal continues that legacy. It invites people to give quietly, generously and without expectation—a reflection of timeless values that transcends eras and cultures.
For The Salvation Army’s mission, grounded in Christian faith and practical compassion, the campaign is a natural extension of our work. It brings light into dark places and reminds people that even in hard times, kindness can flourish.
The power of partnership
The success of the 2025 appeal has been made possible through the strong partnership between Kmart and
The Salvation Army. Kmart provides the platform and visibility, while the Army ensures that every gift reaches
the right hands.
In his remarks, Mr Winston Peters highlighted the appeal’s lasting impact and called on the community to rally behind the cause once again: ‘This appeal encapsulates the best of Christmas and the Kiwi tradition of looking out for each other. It continues the Christmas tradition of generosity, caring for others and pulling together as a community.’
He also reminded those present of the deeper meaning behind giving: ‘We encourage those who are able to get behind this appeal. As it says in the Good Book, “it is better to give than to receive”.’
Adding to the festive spirit, a local kapa haka group performed at the Porirua event. Their performance brought a sense of cultural pride and celebration, reminding everyone that generosity and unity are woven into the fabric of Aotearoa New Zealand.
‘This appeal shows what’s possible when we come together,’ says John. ‘It’s not about how much you give—it’s about the heart behind it.’
As the gifts are unwrapped and the festive season continues, the impact of the Wishing Tree Appeal will ripple well beyond this year. And for The Salvation Army, it reaffirms a simple truth: that even in challenging times, people are willing to give, not just presents, but hope.
