Charities lose out to kids this Christmas

By Dr. Ananya Mandal, MDDec 5 2010

A survey showed that one in five Australians will ignore the true spirit of Christmas this year, donating 20 per cent less to charities and spend more on their kids. The second annual Kmart Christmas Giving Index research found that Australian parents will spend $235 on gifts for each child, compared to $227 last year. The amount is a staggering 52 per cent more per child than their counterparts in New Zealand.

The survey was conducted last month among 1,027 Australians by Lonergan Research on behalf of the Kmart Wishing Tree Appeal. Parents in Western Australia will spend more on their child than any other state ($308.30) and Victorian parents ($205.87) will spend the least per child. It also said that only nine percent of respondents indicated that they would donate more to charity this Christmas than last. Twenty percent indicated they would donate less.

The Salvation Army also recorded a decline in the number of gifts given to its annual partner, the Kmart Wishing Tree appeal. According to Salvation Army and Tasmanian Wishing Tree spokesman Stuart Foster there was a more than 17 per cent drop in the number of gifts given statewide compared to this time last year just 1380 gifts have been donated compared to 1676 last year. He rued that the charity was aiming for about 10,000 gifts to give to children who would not know the joys of Christmas without the generosity of Tasmanians saying, “The major issues facing Tasmanians this year include rising unemployment levels, housing restrictions and increased costs for everyday items… And, of course, other challenges brought on by the economic instability of the past couple of years.” He added, “This year we are seeing a new kind of Tasmanian in need in addition to those who are already doing it tough and need our support… People who wouldn’t usually need assistance coming to us for help as they try to deal with drastic life changes in recent times.”

According to The Salvation Army’s Major Brad Halse, the research findings are in stark contrast to the reality facing the hundreds of thousands of children in need this Christmas. He said, “Australians are very generous at Christmas time and, naturally, parents are keen to provide their children with an enjoyable Christmas Day.  However, while many children are unwrapping their presents, thousands of other less fortunate children around the country will, sadly, not get the chance to open anything.”

Kmart Managing Director Guy Russo said that added financial pressures over the past year such as interest rates, electricity prices and other household expenses have led to such trends. He said, “It’s up to all of us to chip in where we can and help put smiles back on the faces of those who may otherwise go without on Christmas day.”