Salvos Research Reveals Other Side of Christmas

As The Salvation Army’s major Christmas campaign gets under way, new Roy Morgan research – commissioned by The Salvation Army – paints a disturbing picture of the other side of Christmas.

New Roy Morgan research reveals^*:

“The disparity is incredibly sad,” says Major Bruce Harmer of The Salvation Army. “It’s heartbreaking that some families have more than enough food to share, while others are skipping meals and are unable to buy their child a Christmas present.”

The Salvation Army expects to help around 300,000 Australians doing it tough at Christmas. It is expected that around 100,000 food vouchers and hampers will be distributed and 10,000 meals served to those in need. The Salvos will also give out over 500,000 gifts and toys with the help of the Kmart Wishing Tree Appeal.

“Australia is a nation of people who stand by those in need,” says Major Harmer. “We have seen that recently in the outpouring of love and support for those suffering across the world. This Christmas let’s stand by those Aussie families who are doing it tough. By donating $29 to The Salvation Army Christmas Appeal, you can help put a present under the tree and food on the table, bringing hope to where it’s needed most.”

“Poverty has a significant effect on people. For some, Christmas is a deeply isolating time. Many of our clients find this time of year extremely difficult because of the huge stress and financial difficulties they are up against. At this time of the year, why not look around and help those you know who need some help.”

The Roy Morgan research also looked at gifts purchased at Christmas revealing the disparity between “the haves and the have nots”. Roy Morgan research shows that 1.6 million Aussies were likely to spend $200- $299 on a present for a loved one and for those who had children, 785,000 said – on average – each child will receive at least 5 presents … 420,000 revealed – on average – each child would receive between 10 to 14 present. In contrast Salvation Army research shows 60% of clients are unable to purchase at least one gift anytime in the year for a loved one - let alone at Christmas.

Furthermore, 39.7% of people (almost 5.9 million people aged 18-64) believe they buy too much food for Christmas Day, with 550,000 people aged 18-64 claiming their household is spending between $500 to $749 on food. A stark contrast to Salvation Army research finding 25% of clients would go without one substantial meal per day, while 34% were not able to afford fresh fruit and vegetables for their children.

“It’s clear from the research that huge numbers of people are struggling,” says Major Bruce Harmer. This research shows that over half a million people know between a staggering 10 to 14 families who will face financial hardship this Christmas. Christmas is a wonderful time of the year with many Aussies indulging with loved ones, but while there may be abundance for some, our clients are struggling to afford access to three square and nutritious meals daily.”

“We believe no one should have to go it alone at Christmas. We want to encourage Australians to give financial support to help those struggling this Christmas.”

Major Harmer says, “We wish everyone a very happy Christmas and would ask that amongst the joy of this time of the year, you take a moment to give hope where it’s needed most to others.”

The Salvation Army has a network of local churches around the nation, with many offering a range of activities leading up to Christmas, including Christmas Carol events and Christmas Day church services. Some also offer community Christmas lunches. Details will be listed on
salvos.org.au/Christmas.

To donate to The Salvation Army Christmas Appeal, please visit salvos.org.au or call 13 72 58 (13 SALVOS)

For full statistics breakdown, please click here to view full document

^*Data was post-weighted to project survey estimates to the actual 18-64 year old Australian population of 14.841m people.