In the UK, 64% of people have noticed an increase in deprivation in their communities this year. This surge, linked to cost of living concerns and the global situation, is dampening Christmas spirits for many. Major Estelle Blake of the Salvation Army has highlighted the combination of financial stress and loneliness affecting people, with examples of older individuals riding buses all day or spending hours in cafes for minimal social contact. The Salvation Army aims to bring comfort and connection, not just through material aid but through genuine human interaction. This year, it is distributing 76,000 toy parcels and providing 3,000 beds for the homeless. Major Blake urges Christians to reach out to those in need, offering food and companionship, especially during Christmas. She emphasises the importance of long-term engagement beyond the holiday season; the Salvation Army operates residential and emergency pop-up centres in collaboration with other churches. Major Blake herself plans to spend Christmas Day with those in need.