With many people out of work and doing it tough financially, charities are expecting a surge in requests for help over Christmas, and Fairleys IGA store manager Steve Murray said his store's Christmas appeal was as important as ever.
The campaign, which has been run every year for a decade, allows people to donate gifts and food to The Salvation Army.
Mr Murray said the fundraiser was "super important".
“There are so many people struggling after COVID and obviously being a community-based company we want to do our best to give the community the support it needs,” he said.
He said the drive had started well despite Christmas being over a month away, carrying on the momentum of fundraising for bushfire relief, Remembrance Day and more throughout the year.
“You can see people put stuff in it all the time. As we go into Christmas we'll start emptying it every day,” Mr Murray said.
“The Shepparton community is so generous, it's fantastic ... we can't thank our customers enough."
People are asked to consider a range of age groups — including teenagers and parents — when donating gifts, while gift vouchers in sealed envelopes are also appreciated. Leave gifts unwrapped.
Supermarket vouchers are also appreciated, as are items with long expiry dates and brand-name food, as well as allergy-friendly and child-friendly food.
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