The Warehouse and Women's Refuge have launched elves on shelves to support women and children affected by domestic violence.
The Warehouse is seeking kiwi elves to donate much needed gifts to women and children affected by violence over the holiday period.
The campaign launches in all 92 The Warehouse stores from today, with shoppers able to donate items of their choice, such as canned goods, toys and clothing items via a collection point in-store.
Executive GM for Community and Environment at The WarehousePaul Walsh said the partnership with Women's Refuge would bring about change to the thousands of women and children helped by this organisation every year.
"People who visit our stores often want to do something special for others at Christmas time. In partnering with Women's Refuge we hope any little act of giving will help women and children who are escaping violence over the holiday period know that others are thinking of them."
Women's Refuge Chief Executive Dr Ang Jury said it was routine for women who were fleeing from violent relationships around Christmas to leave with nothing, which included the presents under the Christmas Tree.
"We estimate that up to 2000 women and children will need special care, emergency assistance and advocacy for things like protection and custody orders, emergency housing, health care and safety plans over one month of the holiday season.
"Aside from that, we are likely to receive nearly 7000 calls for help on our free phone 0800 REFUGE line during the same period."
The The Warehouse stores would be collecting all gifts donated by the community, no matter where they were purchased.
The Women's Refuge asked that the gifts were unwrapped and the things that would be most useful were non-perishable food items such as well packaged Christmas treats such as tins of biscuits, as well as clothes for boys and girls, teenage gifts and pamper gifts for mums.