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Celebrating our Secret Santa's Giving Grotto

Photo of Kelly Corcoran outside
Kelly Corcoran - Digital Communications Officer
Thursday 05 December 2024
Santa's Giving Grotto illustrated image of entrance with elf in doorway

On the 29 and 30 November, we launched the very first Giving Grotto - a grotto experience with a twist where children gave a gift rather than received one.

Each year, we ask incredible supporters like you to be a Secret Santa for a vulnerable child. Because too many UK children have never felt the magic of Christmas.

To add to the festivities this year, we launched our very own Giving Grotto, where children could choose a virtual gift for a vulnerable child.

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The story behind our Giving Grotto

In the run up to the festive season, we ran a poll on children and young people aged 11 to 21 in the UK. We found that two-thirds (66%) said they'd be willing to donate one of their own Christmas presents to a child or young person they knew wasn’t going to get one.

Of those who said they would or might donate one of their presents, nearly a third (32%) said they would do it because they understand many families don’t have a lot of money at the moment, and almost four in ten said because it’s a kind thing to do (39%).

The results showed the hugely generous spirit of children and young people.

Childhood is short. We don’t have long to make magical memories. At Action for Children, we hope that our first of a kind, Secret Santa’s Giving Grotto will spread the message of kindness during this difficult period for those who need it most.

Paul Carberry, Chief Executive Officer of Action for Children
Secret Santa Giving Grotto illustrated image of interior

How our Giving Grotto worked

Unlike a traditional grotto, our Secret Santa’s Giving Grotto encouraged young visitors to step into the role of a Secret Santa and choose a gift that could help a vulnerable child.

Last year, your support meant we could give Sam a special Christmas train experience
Read Sam's story

When arriving at Secret Santa’s Giving Grotto, visitors were warmly welcomed by friendly elves who introduced them to the magical concept behind the grotto. They explained how the unique experience is all about giving to vulnerable children whilst keeping the festive spirit alive.

Once inside, children got to experience Santa’s toy-filled workshop – each toy being something that vulnerable children may not receive at Christmas. This could be a teddy bear, a hot meal, or warm clothes. They then chose a gift that could help a vulnerable child and presented it to Santa.

Parents or carers then made a donation that supports the vital work we do at Action for Children all year round.

As a special reward for their kindness, children at the Grotto got to have their photo taken with Santa and receive a ‘thank you’ letter and badge for their generosity. 

Our Giving Grotto was on ITV News

The Grotto was featured on ITV News London, in a segment presented by Jay Akbar

Larry Lamb sat in front of Chrsitmas tree holding a wrapped present and Snow globe that says 'Santa gift'

Actor and Action for Children Ambassador, Larry Lamb, said:

“Christmas is a season of joy and goodwill, but it can also be a time of financial hardship for many. It’s easy to think that poverty happens elsewhere rather than in your own community. For many, Christmas is just another day of empty cupboards, putting on an extra jumper to keep warm and wondering why their friend got presents and they didn’t.

Action for Children’s work to help families celebrate in a special way has always been inspiring to me. Secret Santa’s Giving Grotto is really taking that to the next level this year. I hope this Christmas and beyond, people will spread joy by becoming Secret Santas to support vulnerable children across the UK.”

Every child deserves to feel the magic of Christmas

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When did the grotto take place?

The magical grotto opened its doors in Soho, London on 29 and 30 November 2024, for a two-day event that focused on generosity and kindness. The experience was designed as an antidote to the busiest consumer spending time of year, with the aim of encouraging members of the public to put ‘giving’ at the heart of Christmas.

By making a donation, guests directly contributed to providing essential services and gifts to children in need.

Illustration of Nathan looking happy

Who attended our Giving Grotto

Supporters from across the UK came to Soho to support our Giving Grotto and help put the magic back into a vulnerable child's Christmas.

Celebrity supporters Kelsey Parker, Georgia Jones, Janette Manmara, and Louisa Lytton all visited to share their support. As well as five of our mini fundraisers who’ve all helped raise vital funds for vulnerable children.

I chose today to give the gift of 'a bed and a warm duvet'. I think we all take for granted being able to cozy up in our pillows and our sheets every night. And I think it's so important for children to be but have a nice place to sleep and rest.

Janette Manrara on why she chose the gift 'a bed and a warm duvet'
We believe all children deserve a safe place to sleep

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