Heartbreaking request kickstarts 'overwhelming' reaction to Dunelm Christmas appeal in St Helens

Dunelm began its 'Delivering Joy' campaign for a third time this year, which looks to support local causes and provide gifts for children in time for Christmas.

With staff filling out 'tags' of what residents and organisations have asked for this Christmas, these are placed under the tree at the home furnishing store and customers can purchase these items in-store for them.

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The Christmas tree which requests are placed on (Image: Dunelm)

While there had been concerns about the level of donations this year as customers face financial hardships, staff at Dunelm have been "astounded" by the reaction from people in St Helens.

More than 500 tags have been matched and delivered in the matter of weeks, with the appeal taking on a life of its own as certain requests went viral on social media.

Aware that money is tight for families this year, some children asked for basic items such as hats, scarfs, biscuits, and colouring books.

One message from a 12-year-old boy pulled on the heartstrings of people across St Helens as he asked for a "teddy to hold in case Santa doesn't come for me".

Some of the items that were requested by children this year (Image: Dunelm)

Kelly Nichols, staff member at St Helens Dunelm, said: "Each year, I cry writing out the Christmas tags.

"It really brings home to me how lucky I am, and I think that's what has grabbed everybody this year, that no matter how tough we are currently finding things, there's always somebody worse off than us."

Staff at St Helens Dunelm (Image: Dunelm)

With such a huge response to the appeal, Kelly said people have placed in-store click-and-collect orders and businesses have given up Secret Santa donations in order to support Dunelm and the local community.

This has helped the St Helens store to deliver hundreds of items and provide presents to neighbouring areas that don't have a nearby Dunelm store.

Presents that have been bought by customers in store (Image: Dunelm)

Kelly added: "The fact that the campaign then went viral was totally unprecedented and I'm spending all my spare time trying to reply to everybody's messages and direct people to their nearest stores, so they can Deliver Joy in their local area too.

"I cannot thank the people who have responded enough, and their generosity has overwhelmed each and every one of us in-store."

Smiling staff at Dunelm (Image: Dunelm)

To ensure the Christmas appeal can reach people before Christmas, donations must be made before Sunday, December 11. For more information, visit the St Helens Dunelm page here.