'Unprecedented' demand for Mission Christmas toys and gifts
Our annual appeal is on course for a record year, and we need your help to make it happen
Less than a fortnight into our Mission Christmas 2021 appeal, it looks like Hits Radio will need to support more children than ever this year.
Our aim is to ensure no child goes without a present under the tree on Christmas Day and, with your help, we can make it happen.
READ: How to support Mission Christmas 2021
New statistics show more than four million children in the UK are growing up in poverty and recent price rises, combined with cuts to universal credit, could make this a challenging festive period for many families.
So far we have received gift applications for more than 220,000 children across the UK.
That is the equivalent of nearly £10 million worth of toys - 200,000 of those applications were in the first week alone.
To put this into context, 220,000 is around 80% of the total number of children we helped during the whole of last year's appeal.
'Unprecedented' demand for support
Our Mission Christmas Elves are already hard at work, getting gifts to families in need.
Nationally, we have already supplied presents for 18,000 children this year, and we haven't even reached December yet.
The elves say the sooner people make their present drop-offs, the sooner they can find a home for the gifts that will bring a smile to a child's face.
Find your nearest drop-off point or donate online
'Two in five families fell into poverty during 2020'
Chief Elf Emma Brown told us: "A huge thank you to those who've already donated, and a massive thank you for all those people who right now are writing an extra gift on their Christmas shopping list - to make a difference to a disadvantaged child.
"We are very, very grateful.
"The Child Poverty Action Group identified that two in five families fell into poverty during 2020 and I can categorically say we are definitely feeling the impact of that in terms of demand for our service this Christmas
"Please put us on your Christmas shopping list, it's so easy to do. You can buy a gift and drop it at one of our many drop-off points.
"If you don't like Christmas shopping, we can do that for you. Make a donation online and we'll buy a gift on your behalf.
"Or you can look at the gift lists on our website, and we've got products on there for the age groups we know we're struggling with, and that gift will be delivered directly into our Mission HQs".
Mission Christmas 2021
Children living in poverty
In March 2020, 4.3m children were living in poverty in the UK. That's 30% of all children, and 500,000 more than five years ago.
It's feared the pandemic and the economic situation caused by Brexit has made the situation even worse
Money worries
The £20 a week increase in Universal Credit introduced at the start of the pandemic was removed by the government in October.
Campaigners says the cut to income affects the poorest members of society just as prices are starting to rise.
Energy prices rise
Inflation is increasing as we head towards Christmas.
That means we all have to pay more for day-to-day items.
The price of gas has rocketed since the summer, leaving some families choosing between heating their homes or feeding their families.
Working families struggling
Three-quarters of children living in poverty are from households where at least one parent works. That's up from two-thirds in 2014-15.
Where is worst hit?
There are people living in poverty across the UK, but the highest numbers are in cities with the biggest populations, London and Birmingham.
Wales has the highest rate per nation while poverty is increasing at its fastest rate in the North East.