Extended 2020 Red Kettle Season Aims To ‘Rescue Christmas’ In America

For the first time in 130 years, the red kettles have emerged in September.

The Salvation Army recently announced that the 2020 red kettle season, which traditionally kicks off on Thanksgiving Day, is already underway, as the nonprofit confronts the suffocating realities of the economic crisis caused by the ongoing coronavirus pandemic.

The Salvation Army estimates that this year, up to 155% more Americans than usual may be in need of Christmas assistance. But with big-box stores closing across the country; more Americans shopping online; consumers carrying less cash and fewer coins; and sustained unemployment levels of 10%-11%, the nonprofit is anticipating that donations could drop as much as 50% in 2020.

The 2019 red kettle season raised $126 million through around 30,000 red kettles. Donations support homeless shelters, grocery assistance, bill-pay assistance and the Army’s angel tree program, among other causes.

“Our ability to raise vital funds to serve those in need this Christmas and beyond is at risk,” said Commissioner Kenneth G. Hodder, National Commander of The Salvation Army. “We need everyone who has the capacity to come alongside us and ensure that the holiday season is bright for millions. We’re asking you to help rescue Christmas with us by providing support in any way you can. Our hope is to offset these challenges to meet the increasing demand for services across our nation.”

In addition to the traditional kettles, donations can also be made to the ‘Rescue Christmas’ campaign by texting ‘KETTLE’ to 91999 or asking an Alexa device, “Alexa, donate to The Salvation Army.” Many red kettles now also accept Apple Pay or Google Pay.

(Full disclosure: I partnered with The Salvation Army USA in 2017.)