Retailers have found different ways to give back during the Christmas season and encourage shoppers to do the same. Being charitable has helped stores sell more products, improve brand image, and gain loyalty from consumers. 

Here are some exciting ways retailers are giving back this season: 


The cosmetics brand created a 36 foot Eiffel Tower with 1,500 bottles of the La Vie Est Belle fragrance in London’s St Pancras station. After Christmas they will be donated to Look Good Feel Better charity for cancer patients.


The department store has encouraged shoppers to write a letter to Santa. For every letter, the store will donate $1 to Make-A-Wish, a charity for children with critical illness.

The Co-op

In an attempt to bridge the wealth gap, The Co-op sponsors academy schools, educating roughly 40,000 pupils by 2022, some of which the brand will hire.


 The company hosts Charity Gift Swap Weekend post Christmas where they exchange £10 gift cards for unwanted Christmas gifts. They then donate the gifts to good causes.


The Scandinavian furniture brand partners with Breaking Barriers, which guides and empowers refugees to find stable employment. Ikea itself hired 29 co-workers which had 65% retention after a year.

Alo Yoga

This brand has a Alo Gives scheme, giving free yoga and mindfulness classes to kids. 

American Eagle and Aerie

These two brands donate 10 meals to Feeding America for every Real Rewards purchase, which is a free membership. .


The department store donates a portion of the proceeds from Bliss Plush Throw sale to Operation Warm, which donates coats to children in need


The “One for One” motto means the company donates one pair of shoes for every pair purchased.

Good Spread

 This brand donates it’s produce to combat malnutrition in underdeveloped countries.


Retailers should promote their charity work and brand during Christmas because consumers are in a giving spirit during this season. The trick is to partner with charities that align with your brand’s value and promote in exciting ways, whether it be a 36 foot Eiffel Tower or Charity Gift Swap.


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