“Will Santa find me?” a subject line in my inbox asked last week. I wondered briefly if my niece had moved to email with her questions about the logistics of gift delivery. In fact, it was from Refuge: a Christmas appeal for children spending the holidays with their mums in a women’s shelter.

Over the past fortnight, I’ve seen more marketing for charities than supermarkets: from Instagram ads by Crisis hosting Christmas dinner and support for homeless people to X posts by Action for Children hoping to get gifts for kids whose parents can’t afford one.

Cash-strapped charities are smart to try to squeeze every last drop from the season of goodwill: the British public are expected to give an estimated £2.8bn to good causes during November and December this year, according to research by the Charities Aid Foundation (CAF). The festive period is typically the peak for generosity, when half of the public say they always or usually donate to charity compared with the third of people who regularly give money throughout the rest of the year.

It’s heartwarming in some respects. At a time when most of us splurge on Baileys and novelty jumpers, all while the weather turns colder, it’s not trite to say we should think of those struggling to even buy regular warm meals. I’m ambassador for the Hygiene Bank and I know its........

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