CHRISTMAS trees have been popping up in all 173 Dunelm stores across the country, including in the North-East.
In the face of Covid, home furnishings chain Dunelm launched Facebook community groups for each individual store to stay in touch with local customers and support those in need.
Now, the retailer is leveraging its grassroots network for its Deliver Joy This Christmas campaign.
Each store will partner with one or two community groups to identify people in need. Names, ages and what the person likes will then be written on a tag and hung on a Christmas tree in-store.
Customers then take a tag off the tree and are given an empty shoebox from the store to then fill and return.
While some stores have already decided who they will work with, for example, Sunderland has paired care home St George's, others are are still on the lookout for people to help.
Darlington store manager Glen Boll is thinking big, hoping to pair with three groups: a care home, school and community group.
The 32-year-old, who has worked at the store since it opened three years ago, said: "This year has been tough for everyone, the tragedy of Covid and people who have lost.
"When you work in retail you speak to a lot of people and you have your regulars. Everyone has had a really challenging year and Christmas is something everyone is looking forward to, to salvage some joy.
"We wanted to make sure that everyone has a gift to open on Christmas day."
Even Dunelm's new store in Gateshead, which is not set to open for weeks, is taking part in the campaign.
Mr Boll says he has 150 tags for the tree - that's 150 people he hopes Darlington customers will help to support and make smile this Christmas.
He added: "I'm making a commitment myself, I'm taking five of the tags.
"There is no upper limit, if they are all taken I will definitely be adding more to help as many people as possible.
"To help 150 people is great, but 200 would be even better. 200 people across nearly 180 stores is a huge amount."
While some stores already have their trees up and tags ready, Dunelm Darlington is adding details of those in need on Saturday, November 7, for customers to take away.
The tree will be located next to the tills and there will be another tree in the Pausa coffee shop.
The store is also appealing for shoeboxes, which will be handed out to customers to fill.
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