Filipinos are renowned for many virtues: their compassionate generosity, boundless love for family, and their distinct regard for the Christmas season. The nation is famed for having the longest Christmas celebration, commencing as soon as the “ber” months begin. But beyond parties and feasts, this period signifies a commitment to giving back, especially to those who have less in life, particularly children.

In response to this, from December 1–15, 2023, the SM Store initiated the “Shop & Share a Toy” program, encouraging its devoted shoppers to spread joy to children nationwide. Collaborating with the SM Foundation, SM Cares, and prominent non-governmental organizations like World Vision, Good Neighbors Philippines, and UNICEF Philippines, the program allowed shoppers to donate a brand new toy for only P100 with a minimum single-receipt purchase of P3,000 at any SM Store. Through this collaborative effort, five thousand (5,000) brand new toys were distributed to children aged 3–7 across various regions of the country.

“At SM Store, we value the significance of sharing and giving. “Shop and Share a Toy” presents a meaningful collaboration among SM Store, partner NGOs and our loyal shoppers to bring joy to the lives of less privileged children this holiday season.” Dhinno S. Tiu, EVP SM Store.

There are 365 days in a year, and Filipino children deserve at least one day to experience the joy and excitement of being a child through receiving their very own toy. It is because of your good hearts that SM Store was able to be an instrument not only for uplifting the spirits of the less fortunate children this Christmas but also for allowing them to achieve holistic development through play. As the holiday season continues, SM Store encourages everyone to uphold the spirit of Christmas through gift-giving, fostering values of generosity, compassion, and kindness within the community.