City residents can now support Bay of Plenty families in need this festive season with the return of the Kmart Wishing Tree Appeal to Bayfair.

In its 20th year, the appeal opened recently and runs to December 24 – aiming to break a new record of giving.

Children pop the first gifts under the tree for the Kmart Wishing Tree Appeal.

Bay residents collectively donated 2269 gifts last year, easing the financial burden of Christmas for many families.

This year, The Salvation Army and Kmart hope to help spread joy to even more people who might otherwise have an unhappy Christmas.

'In 2014, we ask Bay of Plenty residents to dig deeper and help us to deliver more gifts and Christmas cheer than ever before,” says Bayfair Kmart store manager Forrest Worthen.

Residents are invited to choose a gift suitable for the recipient's gender and age, and place it under the trees at Bayfair's Kmart store.

'We know that people are busy, so we want to make it as easy as possible to donate – be it with a gift, online or while they are going through a register,” adds Forrest.

In 2013, the Salvation Army helped more than 14,000 Kiwi families during Christmas time.

Salvation Army secretary for social services Major Pam Waugh says Christmas can be a time when marginalised families feel the strain of not being able to afford something special for loved ones.

Pam says; 'Our last quarter to September saw an increase of more than 4000 new families or individuals seeking assistance across food, budgeting and making ends meet across the holiday season. So there's no doubt Christmas time sees increased pressure on families.

'With Kmart's help, we provide gifts and vouchers for people to buy items they desperately need to help brighten Christmas day for families who'd otherwise go without.”

This year's target is to collect more than 45,000 gifts.

To contribute or find out more, visit Kmart or see:www.kmart.co.nz/wishingtree