The Warehouse is asking kiwi 'elves' to donate to women and children affected by violence during their Christmas shopping this December.
The Whanganui Warehouse is one of 93 launching their annual 'Elves on Shelves' programme for Womens Refuge.
From November 28 shoppers can donate an item of their choice, such as canned goods, toys, and clothing to a giant Christmas present located in the store.
Store Manager Donna Fifield says it feels good to help a cause she personally feels strongly about.
"Its great, I've known a couple of women up and Auckland who have come through the Women's refuge program they do some really great work.
"So to be able to give something to that, no matter how small is really special.
She says last year a number of men donated quite a few gift cards.
"I'd just like to say last year we had some men who were really generous."
Women's Refuge Chief Executive Dr Ang Jury says that last Christmas just under 4000 women and children across New Zealand called on the help of Women's Refuge, nearly half of which were under the age of 18.
"Christmas is a particularly stressful time of the year for most people, and the addition of family violence can turn what is supposed to be a joyful and fun occasion in to a nightmare," she says.
"All of the whanau we work with during the Christmas season just want to give their kids a safe and happy Christmas, every child deserves this; we need New Zealand's help so that families we work with can open a gift on Christmas day."
The donations will be collected weekly with the collection bin wrapping up on December 24.