Rt. Hon. Winston Peters Launches 2025 Kmart Wishing Tree Appeal in New Zealand

Wellington, New Zealand, 10 November 2025 – The Kmart Wishing Tree Appeal officially launched today at Kmart’s Porirua store, marking its 32nd year of supporting New Zealanders in need at Christmas.

In a show of support, NZ First Leader and Minister of Foreign Affairs, Rt. Hon. Winston Peters, joined Kmart Group’s Chief Corporate Affairs & Sustainability Officer, Alex Staley, and The Salvation Army’s Chief Secretary, Jennifer Groves, to kick off this year’s Appeal and encourage New Zealanders to give generously this festive season.

Rt. Hon. Winston Peters, Kmart Group Chief Corporate Affairs and Sustainability Officer Alexandra Staley, The Salvation Army’s Chief Secretary Jennifer Groves, placed the first gifts under the Wishing Tree to kick off the Appeal which runs from now until Christmas Eve across New Zealand.

In his remarks, Rt. Hon. Winston Peters, highlighted the Appeal’s lasting impact and called on the community to rally behind the cause once again.

“This appeal encapsulates the best of Christmas and the Kiwi tradition of looking out for each other. It continues the Christmas tradition of generosity, caring for others and pulling together as a community,” said Rt. Hon. Winston Peters, “We encourage those who are able, to get in behind this appeal. As it says in the Good Book, ‘it is better to give than to receive.’”

For more than three decades, the Kmart Wishing Tree Appeal has been New Zealand’s largest and longest-running community gift drive, collecting more than 14 million gifts and millions of dollars in donations, across New Zealand and Australia, since it began.

According to the Salvation Army, the need is greater than ever this year.

“Every year, New Zealanders support The Salvation Army and the Kmart Wishing Tree Appeal to bring hope to those in our community who need a hand. Through the generosity and kindness of people who donate a gift, The Salvation Army is able to ensure that no one who reaches out to us at Christmas time misses out on a present under the tree”, said The Salvation Army’s Chief Secretary Jennifer Groves.

Research from the Financial Services Council (FSC) of New Zealand found that 55% of New Zealanders worry about money daily or weekly1, while The Salvation Army’s 2025 State of the Nation report revealed that the proportion of households with children reporting some level of food insecurity has reached its highest level in over a decade.2

Despite these challenges, generosity continues to grow in New Zealand. Last year saw a 31% year-on-year increase in donations for the Kmart Wishing Tree Appeal, with communities such as Hastings, and Papatoetoe recording significant growth in gift contributions.

Alexandra Staley, Kmart Group Chief Corporate Affairs & Sustainability Officer, praised the enduring commitment of both Kmart’s team members and the New Zealand community to helping those doing it tough at Christmas.

“For over 30 years, Kmart Group and The Salvation Army have worked to support New Zealanders in need. We continue to be inspired by the generosity of New Zealanders helping others enjoy a brighter Christmas. Every donation or gift makes a real difference, and we thank everyone here today for their support of the 2025 Appeal.”

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