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Margaret, who was helped by Age UK

Dunelm and Age UK

This winter, Dunelm are supporting Age UK’s winter campaign by raising awareness of the impossible choices many older people are having to make.

Home is meant to be a place of comfort and happiness. But home doesn't feel like home for the 1.9 million older people in the UK facing this winter in poverty. It’s a crisis hiding in plain sight. 

Age UK sees it, and with Dunelm’s support, can help to tackle it.​

2 million

2 million older people will have fewer baths or showers to make ends meet

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1 in 3

1 in 3 older people will use less electricity to make ends meet.

From Sunday 1 March 2026, Dunelm stores will be transformed to highlight the impossible choices millions of older people are facing every day, like choosing between heating or eating.

Look out for impactful messaging and the opportunity to donate to Age UK as you shop through donation tickets.

How you can help

3 simple ways to get involved:

  1. Visit your local Dunelm store: Explore the in‑store displays and discover how Age UK is supporting older people to remove impossible choices. Spread the word by sharing what you learn with friends and family.
  2. Donate in-store: 4 departments will be highlighting the impossible choices older people face every day. Next to each display, you’ll find donation tickets - simply pick one up and scan it at checkout to donate £5 to Age UK.
  3. Donate online: You’ll also see QR codes throughout the store that let you donate quickly and securely. If you can’t make it in, just click the button below to donate online.

Donate now

Older people have the right to feel valued, feel included, and feel the joy of being truly at home.

Which is why Dunelm is shining a light on these impossible choices and encouraging customers to donate and get involved.

Donate now

How our partnership will help

Every penny raised will go towards practical Age UK support to help older people in their homes and communities:

  • information, advice and friendship delivered over the phone across the country
  • frontline support in communities where Dunelm colleagues and customers live, delivered by local Age UKs.

Plus, Dunelm is committed to using all their assets to help older people in their communities directly – including staff volunteering, donating products or through customer activities in store, in Pausa Cafes and online.

Show your support today

Together we’re a movement for change.

Together we can build communities that feel like home for older people and everyone.

Donate now

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