The annual campaign has been brought back to stores – with some shoppers already keen to do what they can to help
Some Dunelm stores across the UK will have Christmas trees up in October – and there’s a good reason why. Customers will be pleased to be able to add an extra gift (or a few) to their shopping lists as the Delivering Joy campaign is back.
First launched in 2020, the homeware store’s scheme has a simple way to ensure nobody goes without this Christmas. Shoppers simply find the Christmas tree that has no decorations on it – instead it’s filled with gift tags from those in need, ranging from children to the elderly.
Shops have been starting early this year, with some having a small number of tags up already. People have shared TikTok clips of the trees in a bid to raise some awareness of the idea early enough for people wanting to get involved to prepare.
One clip showed a tree in a Dunelm store as a shopper who was keen to take part with her children read the tags and made their choice of who to help. The mum, @helsss1979, said: “It was so hard to choose but, in the end, we took eight tags.”
The video showed some of the anonymised name tags and festive wishes. One included an eight-year-old girl wanting a nail painting kit whilst another was for a six-year-old boy wishing for a hat, scarf and gloves.
Another heart-wrenching tag was filled out by a man in his 80’s that wanted a simple “a blanket and some chocolates”. This had some in floods of tears, seconds into the video.
In the comment section, someone said: “The elderly 80+ man best get the best blankey and chocolates ever!” Another added: “That poor man has me sobbing!”
A third wrote: “I found one in my Dunelm and had to pick it up. An 89-year-old asking for braces for his trousers and Lucozade.”
The official Dunelm TikTok page responded to the video as well, with a spokesperson commenting: “Thank you so much guys. Couldn’t do it without you all!”
Plenty were feeling inspired to take part, one said: “Love seeing this!! I’m going to do some too!”
Another shared: “This is our favourite Christmas tradition. It’s heart breaking to see but hopefully we can all make someone’s day.”
The clip goes on to speak about how shoppers can get involved. There are a few rules to follow which are all found on the Dunelm website.
Shoppers always get what is on the tag – but most choose to go the extra mile and pad out the present with a few extra goodies if they’re able to do so.
