Almost 2500 Bay of Plenty children have received warm pyjamas this winter as a charity reports a sharp rise in families struggling to afford the basics.

In a media release, The Kindness Collective says demand for its annual PJ Project has surged alongside the rising cost of living, with at least a 25% increase in need across the region.

The nationwide charity helps children and families experiencing hardship by providing essential items such as food, clothing and winter warmth.

This year, the charity distributed 1239 pairs of pyjamas in Tauranga and 1175 in Rotorua.

Bay of Plenty Kindness Collective coordinator Phillipa Patea said she saw more local families struggle to afford winter essentials.

“The need is so high. We’ve just had lots and lots of requests for children in poverty who need to keep warm this winter.”

Patea said it led many families to make difficult decisions.

“They’re choosing whether to buy kai to feed their children or warm pyjamas and blankets.”

She said for a lot of children, a new pair of pyjamas was something they had not experienced in a long time.

Patea, who also works as a childhood teacher in Gate Pā, said she saw the impact firsthand.

“Warm pyjamas give children a great night’s sleep, then they can better learn when they go to school or their early childhood service. It really sets them up for success.”

She said local schools had also told her they had noticed improved attendance and participation after children received the winter essentials.

Kindness Collective founder and chief executive Sarah Page said the organisation, which supports about 130,000 people annually, had seen unprecedented demand.

“Our food services have seen about a 135% increase over the last year, while the PJ Project has seen a 25% increase.”

“It’s been driven by the cost of living. Families who were typically doing okay a couple of years ago are now having to make really tough decisions every week between paying the rent, buying food and buying their children winter warmth.”

Page said pyjamas could make a significant difference for children living in hardship.

“We support children with high health needs, children living in transitional housing and sadly even children living in cars.

“A pair of pyjamas can be the difference between a warm night’s sleep and a cold night’s sleep.”

She said for many children, receiving something new that only belonged to them was meaningful.

“So many of the children we support are sharing clothes and uniforms. Having something brand new that’s just for them is really, really special.”

The Milford Foundation, the charitable arm of investment firm Milford, supported the project with a recent $10,000 donation.

The Kindness Collective was one of 22 charities chosen for Milford’s $200,000 nationwide community fund, which lets staff nominate local organisations making a difference.

Wealth management adviser Donna Stewart said the charity stood out because of its immediate impact.

“What impressed us was the immediate and tangible impact they have on children and families.”

The thought that kids don’t have pyjamas to sleep in is just so upsetting.”

She said Milford staff had joined volunteers to distribute pyjamas at Greerton School, Family Works and a whānau centre in Merivale.

“It was quite humbling to be part of the day and actually see the impact.”

Zoe Blake is a multimedia journalist at the Bay of Plenty Times and Rotorua Daily Post.