Dunelm Norwich Delivers Christmas Joy with Age UK Norwich

Published on 15 October 2025 03:22 PM
Can you believe we’re talking about Christmas already? On 16 September 2025, a very special Christmas tree popped up once again inside the Dunelm Norwich store, and this one comes decorated with more than just tinsel.
As part of Dunelm’s Delivering Joy Campaign, customers will find a tree decorated with tags carrying gift wishes from local schools, care homes, refuges, and charities, including some from Age UK Norwich. Shoppers are invited to pick a tag, buy or create a thoughtful present, and return it with the tag attached.
For too many, Christmas can be a time of loneliness rather than celebration. For older people in Norwich who may be struggling financially or feeling isolated, the season can feel particularly difficult. But together, we can do something about this.
Last year, thanks to the incredible generosity of local shoppers, over 200 gifts were delivered to Norwich residents over 50. One gentleman who received a gift called Age UK Norwich to say:
“I received a lovely present yesterday and I just wanted to phone up and say thank you so much for it. It really made my day. I’m very chuffed and so very happy to know that someone took the time to think of me at Christmas. It’s such a kind gesture, and it has brought me a lot of joy. Thank you very much indeed.”
How to take part – it’s as easy as 1, 2, 3:
- Choose a tag from the in-store tree. Each tag will tell you who your gift is for.
- Pick or make something special. Gifts don’t have to come from Dunelm.
- Bring back your gift in a gift bag, with the tag attached, by the date shown.
Jamie Price, Head of Operations at Age UK Norwich, said “Christmas should be a time of joy, but we know many older people in our community face it alone. Through this partnership with Dunelm, local people can show they care in a very real, practical way. A small act of kindness – a gift chosen with thought – can make a huge difference to someone who might otherwise feel forgotten.”
Sarah Maher, Charity Champion at Dunelm Norwich, said “We’re so proud to be supporting Age UK Norwich for a second year with our Christmas tree campaign. The generosity of our customers last year was incredible, and together we were able to bring smiles to hundreds of people in our community who might otherwise have felt forgotten. This partnership is really special because it allows everyone – staff, customers, and local organisations – to come together to make Christmas a little brighter for those who need it most. We can’t wait to see the tree full of tags again and watch the kindness of Norwich shine through.”