Now in its seventh year, the much-loved Delivering Joy campaign encourages shoppers to choose a gift tag from an in-store tree and gift someone in need this festive season.
More than 200 Dunelm stores across the UK and Ireland will work with local charities and community organisations to donate thousands of gifts.
In-store tags are available from 13 October 2026.
Dunelm, the Home of Homes, has launched its annual Delivering Joy campaign once again, helping to ensure no one goes without a gift this Christmas. Since 2020, more than 700,000 gifts have been donated through the initiative, and this year Dunelm colleagues, customers and local communities are coming together once again to support people who need it most.
How it works
Ahead of the campaign launch, Dunelm colleagues worked with local care homes, schools, refuges and charities to gather gift requests from people in their communities. Each request is written onto a Delivering Joy tag, including details such as the recipient's age, gender and requested gift. These tags are then displayed on Delivering Joy trees in stores for customers to select.
Taking part is simple:
Select a tag from a Delivering Joy tree in-store.
Buy or make the requested gift. Gifts do not need to be purchased in-store and handmade gifts are welcome.
Return the gift to the store by the date shown on the tag, with the tag attached and the gift placed in an unsealed gift bag.
Once gifts have been returned, Dunelm will coordinate delivery to recipients in time for Christmas. Any unclaimed tags will be fulfilled by the retailer to ensure that no one misses out.
Supporting local communities
Over the years, Delivering Joy has highlighted the importance of everyday essentials, with requests often including toiletries, nightwear and practical items. Children's requests frequently include pens, pencils, activity books and other gifts that help create special festive moments.
Dunelm is encouraging local communities to visit their nearest store and get involved before all gift tags are claimed.
For those who miss out on a gift tag, there is still an opportunity to support older people this winter through Dunelm's partnership with Age UK. Donation baubles, available on Delivering Joy trees, can be taken to the till and donated through in amounts ranging from £1 to £100. Donations help Age UK provide friendship, advice and support to older people who may be feeling lonely or isolated.
Rory McAllister, Stores Director, said:
"This is the seventh year of our Delivering Joy initiative, and we're delighted to continue bringing together our local communities to support those who need it most at Christmas. We know that the festive period can be a difficult time of year for some, and the gift tags in our stores represent real wishes from those who live locally. Fulfilling one of these wishes can make a huge difference and we're so grateful for the continued generosity of our customers and colleagues."
For more information about Delivering Joy and how to get involved, visit dunelm.com/delivering-joy or head to your local Dunelm Facebook Community Group to see updates from your area and learn more about festive community activities.
